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Terms of Reference TERMS OF REFERENCE Hiring of Agency/Organization/s to Implement National FP Campaign for the Year 2014-2016 in National level and Nine City Corporations and Nine Low Performing Districts of Seven Divisions of Bangladesh 1. BACKGROUND Bangladesh Family Planning Programme which began in early fifties has a remarkable progress. Contraceptive Prevalence Rate (CPR) has reached 61 percent in 2011 and the Total Fertility Rate (TFR) declined to 2.3 in 2011 (BDHS 2011). Health Population and Nutrition Sector Development Program (HPNSDP) 2011-2016 of Bangladesh government aims to further reduce fertility to 2.0 births per woman; increase overall use of contraception to 72 percent and reduce unmet need to 9 percent by 2016. However, Bangladesh faces challenges to meet HPNSDP targets and MDG goal 5b by 2015 due to disparities in geographical areas, urban rural sectors and age groups. According to BDHS 2011, the TFR in Sylhet division and in Chittagong division is 3.1 and 2.8 respectively and CPR is 45 percent in Sylhet and 51 per cent in Chittagong division. The unmet need in Chittagong is 20.7 percent and in Sylhet is 17.3 percent, whereas national unmet need for family planning is 13.5 percent (BDHS 2011). In addition, there are some low performing pocket areas even in high performing divisions. In Bangladesh, youth (aged 15-24 years) are the biggest reproductive segment being one fourth of the total population and as they are sexually active they become a key focus group for sexual, reproductive health (SRH) and family planning services. Also the fertility rate among youth aged 15-24 is high due to unmet need and as a result, by the age of 20 years thirty percent of adolescents have begun childbearing. 2. RATIONAL OF THE CAMPAIGN: Considering the disparities in the geographic areas and the age groups, the government together with UNFPA and Engender Health launched a FP campaign in November 2013. The FP campaign is a demand side intervention to raise awareness and change behavior among young couples and young people in the two low performing divisions Sylhet and Chittagong and other Low Performing Pocket Areas of other FIVE Divisions as well through various BCC activities using electronic, print, outdoor media and IPC. A design document of the FP campaign has also been developed for this purpose. 3. TARGET AUDIENCES Primary: i. Women aged 15-24 years who are newly married or with one or more children + their partners ii. Unmarried girls and boys aged 15-24 years. Secondary: i. Family members, community members, social leaders, service providers’ program managers. 1 Special focus: slums and hard to reach areas. 4. CAMPAIGN GOAL The goal of the campaign is to decrease TFR among the young couple. 5. EXPECTED OUTCOME The outcome which is expected from this campaign is to increase CPR among young couple in low performing areas of the country especially in Sylhet and Chittagong division. 6. MAIN OBJECTIVS The overall objective of the campaign is to create demand for family planning among young women (aged 15-24 years) and their partners, to use modern FP methods. 6.1. SPECIFIC OBJECTIVES a. Create awareness among young women on; i. benefits of delaying first pregnancy until 20 years, ii. health risks to mother and child due to teenage pregnancies, iii. birth spacing for at least 3 years and limiting pregnancies b. Create demand to use; i. modern FP method for delaying first pregnancy until 20 years of age; ii. long acting and permanent family planning method for spacing (for at least 3 years) and limiting births 7. EXPECTED OUTPUTS a. From Primary audiences i. Unmarried girls are delaying marriage ii. Young couples are delaying first pregnancy as they are using correct FP methods of choices iii. Young couples with child are using suitable modern FP methods in order to spacing and limiting child birth b. From Secondary Audiences: i. Family Members, Community Members and Social Leaders are supportive for delaying first pregnancy, small family and FP contraception ii. Service Providers are counseling to use modern FP methods to newly married for delaying first pregnancy, to one and two child couples on 3 years spacing and limiting family ensuing informed choice and voluntarism 8. BEHAVIOURAL OUTPUTS Increase use of modern contraceptives methods among the young couples (newlyweds and couples with one or more children). 9. CAMPAIGN AREAS/LOCATIONS 2 A. NATIONAL LEVEL National level media campaign focuses to reach audiences of every segment—primary and secondary and thus creates an enabling environment. This also helps enhance and reinforce other regionalized and/or local efforts. B. LOCAL LEVEL The FP campaign will be covering all of the divisions in Bangladesh with a concentrated focus on low performing districts and Upazilas and slums of the city corporations. The people of the lowest wealth quintile and hard to reach areas would be inclined more through this campaign. Therefore, local culture, customs, tastes, local dialect, perceptions and sensitivities will be considered in FP campaign in designing the activities, messages. C. GEOGRAPHICAL LOCATIONS FOR THE CAMPAIGN (i) For the year 2014 - 2016: The locations have been selected based on MIS report of DGFP regarding CAR for the month of Jan 2014. In these locations the campaign will be continued up to Dec 2016. Divisions City corporation Districts Upazilas Number of Unions Chittagong Chittagong, Brahmanbaria, Nabi nagar 19 Sarail 10 Akhaura 5 Noakhali, Companiganj 11 Chatkhil 9 Kbirhat 6 Sylhet Sylhet Habiganj Azmiriganj 5 Lakhai 6 Baniachhong 15 Sunamganj Dharmapasa 10 Jamalganj 5 Sadar ( south) 14 Total 2 city corporations 4 districts 12 Upazilas 115 Unions (ii) For the Year 2015 - 2016: Three low performing Upazilas from one low performing district of remaining 5 divisions (Dhaka, Barisal, Khulna, Rajshahi, Rangpur) of the country will be covered in 2015. Therefore, new five city corporations, new 5 districts, 15 Upazilas and a total of 10 union x 15 Upazila = 150 Unions will be covered in 2015 including old 4 districts, 12 Upazilas and 115 Unions and 2 city corporations and will be continued up to 2016. Divisions City Districts Upazilas Number of Unions (10 corporation Unions from each Upazila) Dhaka Dhaka Narshinhdi Raipura The Unions will be 3 selected later Palash Monohordi Barisal Barisal Barisal Banaripara Agaijhara Babuganj Khulna Khulna Jhinaida Kliganj Hrinakundu Sailakupa Rajshahi Rajshahi Sirazganj Thanchi Shahjadpur Belkuchi Rangpur Rangpur Rangpur Mithapukur Rangpur Taraganj Therefore, the total coverage for the year 2014 - 2016: The 265 Unions of 27 Upazilas of 9 districts of 7 divisions and 7 city corporations of Bangladesh will be covered at local level under the FP Campaign. 10. MESSAGES OF THE FP CAMPAIGN The entire campaign will disseminate the following messages through electronic, print and outdoor IEC /BCC materials and in interpersonal communication events. The selected organization/agency will develop messages/design all IEC/BCC materials, TVCs, RDCs, PopUp messages, SMS based on these messages and all materials/ scripts/dummy/ design need to be pretested and will take approval from IEC technical committee of MOHFW before printing, airing and installation. 1. Delay marriage of girls’ until 18 years 2. Delay first pregnancy until 20 years of women 3. Use a modern contraceptive of choice to delay first pregnancy 4. Space birth for at least 3 years and limiting family size 5. Use a long acting or permanent contraceptive of choice for birth spacing and limiting family size 6. Obtain contraceptives from FWA, Community Clinics, UH&FWC, UHC, MCWC or DH. 11. CAMPAIGN LOGO AND SLOGAN 4 “Life is full of dreams plan it with tender and care.” 12. DURATION OF THE CAMPAIGN The campaign will be rollout from August 2014 to December 2016. The campaign implementation plan is attached as annex-1 13. APPROACHES OF THE CAMPAIGN This campaign is a demand side intervention which will use multi communication Channels/media to reach to the target groups in various ways such as: 1. Electronic Media: TVC, RDC, PopUp Messages in TV, mobile phone messages, Audio Visual (AV) Van. 2. Social Media: Face book (interactive) for young people and SMS through mobile phone. (Bidder are requested to come up with proposal for these activity). 3. Print media: Leaflet, dangler, ASRH booklet, guideline, brochure, folder, note book, poster, roman banner 4. Outdoor media: Billboard, Mega Sign Board, Wall painting, Rickshaw branding, Boat branding, Tea Stall/ Shop branding and Roman Banner at UISCs, 5. Inter Personal Communication (IPC)/Face to Face Communication: Campus activation at schools/college/madrasa, group meetings for adolescent’s girls and boys through adolescents club/group, training for adolescents on ASRH issues, group meetings at slums with young coupleS and young people, meetings with stakeholders/ local leaders/, religious leaders/ Local government and media people, community sensitization meetings and counselling trainings for field workers. 14. COLLABORATION UNFPA is working with IEM unit of DGFP to implement the national FP Campaign. Engender Health is collaborating with UNFPA. In addition, the campaign will develop partnership/ collaboration with Ministry of Information (Bangladesh Television and Bangladesh Betar), Department of Mass Communication, Department of Education (MOE), Department of Information and Technology, Local government and UNICEF at local level. UNFPA will facilitate to develop the partnership/ collaboration to get support in imementation of the activities of the campaign. 15. ACTIVITIES IN BRIEF The potential activities laid down here are for the entire campaign period. However, the activities of the campaign will to be carried out as per yearly campaign implementation plan. National Level Local Level ( City corporation, District, Upazila, Union) 5 Electronic Media Outdoor Media 1. TVC production and airing in 1. Billboard at Upazilas, districts/ city corporations private and public TV channels level 2. Mega Sign board (both side display) at city corporations, District and Upazila level 2.
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