Consultant to Conduct Radio Awareness Campaign on COVID-19 and Livestock Disease Control



Terms of Reference


  • Kenya Market-Led Dairy Supply Chain Project (KEMDAP).
  • Hatching Hope Project.


  • Awareness-raising campaign on COVID-19 and livestock disease control targeting 30,000 small-scale dairy farmers in Seven counties (20,000 in North Rift, 10,000 in Upper Eastern)
  • Awareness-raising campaign on COVID-19 targeting 180,000 small-scale poultry farmers in four counties (Kisumu, Siaya, Homabay and Migori)


  • North Rift (Nandi, Trans-Nzoia, Uasin Gishu and Elgeyo Marakwet counties);
  • Upper Eastern (Embu, Meru and Tharaka Nithi counties);
  • Western Region (Kisumu, Siaya, Homabay and Migori)

Campaign Duration: September – November 2020


Heifer International Kenya has been operating in Kenya since 1981 with a Mission to work with communities to end hunger and poverty and care for the earth and its Vision is “a world of communities living together in peace and equitably sharing the resources of a healthy planet”.

Using a values-based community development approach, Heifer works with communities to strengthen the local economy, diversify diets with better nutrition, and properly manage water and soil systems for future generations.

Heifer implements its projects through

1) Community development and

2) enterprise development approaches.

Each of the projects focuses on three priority directions, namely; strengthening and diversifying resource base, strengthening country program efficiency and increasing outreach and impacts through the utilization of innovative value chain systems.

Currently among Heifer’s portfolio is the Kenya Market-Led Dairy Supply Chain Project (KEMDAP) and the Hatching Hope Kenya Project.


KEMDAP is a 4-year project funded by the Swedish International Development Agency (SIDA) that was jointly designed by Heifer International, New KCC, Tetra Laval, Food for Development Office (FfDO) and Tetra Pak Kenya (Tetra Pak) and targeted 20,000 in the North Rift (Nandi, Trans-Nzoia, Uasin Gishu and Elgeyo Marakwet counties) and 10,000 in Upper Eastern Embu, Meru and Tharaka Nithi Counties.

The project seeks to tap into the potential of small-scale dairy farmers in Kenya by building stronger and sustainable dairy cooperative societies.

To achieve this, KEMDAP focuses on addressing the underlying challenges that hinder small-scale farmers from increasing their dairy production, improving livelihoods and moving beyond subsistence dairy farming.

Various interventions are being undertaken, these include; training of cooperatives, the board of directors on leadership, governance and business development; training of farmers on social capital, village-level group savings, gender equality among other relevant skills.

This approach is meant to nurture resilience and sustainability beyond the project life. To build sustainable farmer-owned agribusinesses, the project seeks to support the establishment of functional extension structures.

This entails supporting the 24 dairy cooperatives to recruit Community Facilitators (CFs), Dairy Farm Assistants (DFAs) and Extension Officers(EOs).


Hatching Hope Kenya is a partnership Project between Cargill and Heifer International, with the potential to reach 21 million people in 12-year as a contribution to 100 million people targeted globally during the same period. In the initial three years, HHK will improve livelihoods of 180,000 individuals (40,000 Households) through enhanced poultry production and create demand by increasing awareness and education of nearly 10 million people about the benefits of poultry production and consumption.

The HHK interventions are aimed at creating functional and profitable poultry businesses, closing the living income gap by 53 per cent per family in Western region (Kisumu, Siaya, Homabay & Migori Counties) Central and Northern Rift regions of Kenya through improved access to financial services, production skills, business knowledge, strengthening market systems, group cohesion and functionality through the Value-Based Holistic Community Development (VBHCD) approach.

Campaign objective and approach

Heifer is planning to partner with a media agency to implement an awareness-raising campaign targeting farmers, producer organizations, extension workers among other stakeholders to sensitize them on COVID-19 prevention promoting behaviours.

In addition to COVID-19, the campaign will also cover livestock disease control awareness to inform disease control strategies while improving livestock productivity during the pandemic.

This will primarily be done through radio messaging via local and community radio stations.

Within the framework of this activity, Heifer international seeks to engage a media firm to implement this awareness campaign through the production of audiences specific messages campaign to be disseminated through identified radio stations in the counties of Nandi, Uasin Gishu, Elgeyo Marakwet, Tranzoia, Meru, Embu, Tharaka Nithi, Kisumu, Siaya, Homabay and Migori where both KEMDAP and HHK projects are being implemented.

The messages should be produced and disseminated in local languages.

The availability of quality, timely and relevant information and feedback channels will spur the stakeholders in the dairy value chain among them farmers, extension workers, producer organizations, and the private sector players to enhance prevention measures and adjust their behaviour/ practices and make decisions that adapt to dealing with the challenges posed by COVID-19 and livestock disease outbreak.

For instance, there is a need to change the way extension services are delivered, the way farmers interact with service providers and trainers, holding of meetings among other dynamics.

These messages are designed to inform stakeholders on how to adapt to these situations in addition to supporting the existing local and national efforts to curb this spread of COVID-19 and enhance livestock disease awareness.

Why radio?

Radio is still, on average, the most common method by which farmers access agricultural information – after friends and family. It is estimated that over 80% of populations in Sub-Saharan Africa have access to a radio set and use it regularly (ICT Update, 2019).

Local radio stations are therefore the best channels for mobilizing farmers, extension staff and producer organizations to participate actively in agricultural extension services and disseminating other critical information such as COVID-19 and livestock disease awareness. Heifer, therefore, intends to use identified partner radio stations and other media platforms to disseminate these messages.


Overall objective: The main aim of this campaign is to sensitize staff, extension workers, farmers, staff working in Producer Organizations to stay safe from the transmission and spread of coronavirus (COVID-19) through information sharing and protection support.

Specific objectives

  • Enhance stakeholder’s capacity through community awareness, prevention and sensitization of COVID-19 best practices
  • To cascade public health information on COVID-19 practices to the farmers and their communities.


The livestock subsector contributes 10% of GDP and 30% of Agricultural GDP and employs about 50% of the agricultural labour force. The livestock resource base is estimated at 60 million units comprising of 29 million indigenous and exotic chicken, 10 million beef cattle, 3 million dairy and dairy crosses, 9 million goats, 7 million sheep, 0.8 million camels, 0.52 million donkeys and 0.3 million pigs.

The sub-sector supplies the nation with most of its animal protein needs with an estimated annual per capita consumption at 8.9 kg/cap for beef, 0.7 kg/cap for goat meat, 0.5 kg/cap for mutton, 1.1 kg/cap forchicken, 1.8 kg/cap for pork and 80–125 kg/cap for milk, (Ministry of Livestock and Fisheries Development). However, the subsector is affected by outbreaks of notifiable diseases which in many cases cause so many losses in terms of mortalities and effects on production and productivity, among  others.

These diseases include cattle plague (rinderpest), anthrax, contagious bovine pleuro-pneumonia, tuberculosis, East Coast fever, epizootic or ulcerative lymphangitis, rabies, foot-and-mouth disease, sheep pox, scab, swine-fever, swine erysipelas, glanders, farcy, surra, trypanosomiasis, heartwater, mange (scabies) in horses and mules, bacillary white diarrhoea and pullorum disease, fowl pest, lumpy skin disease, paratuberculosis (Johne’s disease), atrophic rhinitis and scrapie.

Economic importance of livestock diseases

i. Mortality and loss of production caused by clinical or subclinical disease.

ii. Market disruption: because of consumer fears, or supply shortage causing market shocks, or as a consequence of restrictions on trade in livestock and livestock products that are applied because of these diseases

iii. Management and Control measures: the costs and benefits of measures applied by farmers, governments, and industry to prevent or control disease outbreaks.

iv. Effects on public health (zoonoses), tourism and wildlife

v. Animal health providers and the suppliers of vaccines and drugs may see an outbreak of notifiable diseases as a source of revenue from drug and vaccine sales

In keen consideration of this, the effect of these diseases can have an impact on the milestones so far made by the project. This is especially so with Foot and Mouth Disease and Lumpy Skin Disease which have a nearly predictable pattern but lack of correct information on their epidemiology among the farmers hampers preparedness and timely response.

The challenge is further compounded by the government’s inadequate allocation of funds towards livestock disease surveillance systems, detection, reporting and rapid diagnosis.


The overall objective is to enhance livestock disease awareness which will inform disease control strategies while improving livestock productivity and enhancing the participation of stakeholders in the control of notifiable livestock diseases.

The specific objectives are;

i. To increase public awareness on the importance of livestock disease control measures, e.g. vaccinations

ii. To promote the participation of all the stakeholders, including the county governments and the farming communities, in the control of notifiable diseases

iii. To strengthen linkages and collaboration of all the stakeholders in ensuring effective disease control

iv. To increase livestock production/productivity, processing, and marketing of livestock products and by-products

The success of this activity will rely on the following strategic partners who play critical roles in the livestock subsector;

  • County Governments (Veterinary Directorate): have the overall  responsibility to enforce disease control measures, offer administrative and information technology resources such as administered movement licensing, provide advice and support to affected sectors.
  • Kenya Veterinary Vaccines Production Institute (KEVEVAPI): Since they produce the FMD vaccine they will play a valuable contribution in its control through vaccine provision
  • Kenya Veterinary Association: One of their thematic areas is Animal Health and Welfare. Often conducts disease control activities, e.g. vaccinations
  • Local community: They have and are already suffering because of the production losses as a result of FMD and therefore will be a direct beneficiary and implementer of prevention/control
    strategies proposed.
  • The media (local vernacular radio stations): They will disseminate key messages on the prevention and control of livestock diseases to the public
  • Private service providers: Will take part in farmers mobilization and actual vaccination exercise


  • Enhanced livestock disease awareness and preparedness
  • Over 30,000 of dairy small-scale dairy farmers reached with the disease awareness campaign
  • Enhanced partnership with players in the livestock subsector
  • Strategic livestock disease preparedness and response plan

The campaign will take into consideration the country-specific vaccination calendars;


The media agency will be required to;

I. Attending inception meetings with Heifer project team and write an inception report

II. Conduct an assessment of radio stations in the specified catchment counties and prioritize potential campaign partner stations

III. Work with Heifer team towards developing campaign plans, key messages and schedule

IV. Identify the COVID-19 awareness messages and other information needs of the target audience (farmers, Community Facilitators (CFs), Dairy Farm Assistants (DFAs), Extension Officers (EOs), Producer Organizations) and develop production and or dissemination plans with radio stations for placement in the appropriate programs. Ensure relevant listener-led programming that is responsive to the needs of KEMDAP and HHK market actors

V. Submit packaged messages to Heifer before broadcasting/disseminating

VI. Disseminate the messages to the selected radio stations in appropriate languages

Overall Expected Outputs

  • Radio awareness campaign strategy including work plans
  • An inception report with detailed scope (scripting, message development, creative briefs, placement), campaign plan and timelines
  • Radio stations assessment report.
  • Transmission/distribution reports.
  • Final activity report


Responsibility of the media agency

  • Development of the awareness campaign strategy, dissemination and monitoring plans
  • Identify and map appropriate radio stations, message placement in appropriate programmes/segments for enhancing public awareness at the community level.
  • Outline of the format and structure of the radio messages (spots and Public Service Announcements (PSAs), sponsorship).
  • Producing the agreed number of radio messages on COVID-19 and disease control awareness within the agreed time frame, at a high level of quality and professionalism and content aligned with Heifer values and project interventions work.
  • Develop radio scripts that will be used for radio programs/radio spots and PSAs. The consulting firm will be tasked to come up with innovative ways in which radio can be utilized as a vehicle to create awareness amongst the public on COVID-19 and disease control awareness among target farmers.
  • The consulting firm will offer competitive and most cost-effective package to ensure maximum reach through the radio stations.

Responsibility of Heifer

  • Provide any information that may be required by the consulting agency during the implementation of the radio awareness campaign e.g. the country-specific vaccination calendars
  • Participate in the process of development of key messages including scripting
  • Be available for consultation as needed

Supervision and Coordination

The successful applicant will work under the direct supervision of the Information and Communication Officer and KEMDAP Project Manager.

The Director of Programmes will provide overall assignment oversight.

The consultant, under the duration of the contract, will also work closely with the technical project teams.


It should be noted that all the information and reports collected in the process of undertaking this exercise shall be the property of Heifer International.

The application requirements

Only legally registered entities are eligible to apply and should submit the following:

a) Letter of expression of interest and demonstration of capability.

b) Cover Page (Name of organization/company, contact details – the name of the contact person, physical address, phone number, and email address).

c) A technical proposal detailing your understanding and how you propose to undertake the assignment, and work plan. Include at least three previous clients and their contacts to act as references and CV(s) of the person(s) to be engaged on the assignment.

d) Financial proposal–Applicants should submit a detailed budget in excel format with budget notes that explain the basis of the estimate for each line item (in USD and KSh).

e) The successful consulting firm will be required to produce the following documents before entering into Independent Contractor Agreement (ICA) with Heifer

  • Certificate of Incorporation or Business Registration Certificate.
  • A Partnership Deed if you are running a partnership business.
  • Audited financial statements for the last 3 years.
  • Valid CR12 Certificate
  • KRA online PIN Certificate.
  • Tax Compliance Certificate.
  • Certificate of Incorporation or Business Registration Certificate.
  • Physical location including town, building, room number and postal address.
  • Directors’ / Partners’ personal guarantee.
  • Trade reference and clientele list including their respective contacts.

All applicants should submit their applications to with the subject line labelled ‘HEIFER RADIO AWARENESS CAMPAIGN’.

Closing date for applications is Thursday 3rd September 2020.

Agriculture and Agribusiness, Communications and Media, NGO and UN
Updated: August 24, 2020 — 10:02 am