REQUEST FOR APPLICATIONS (RFA) FROM MEDIA TO MANAGE THE FRUIT FLY FREE ZONE (FFFZ) PUBLIC EDUCATION CAMPAIGN

RFA-KCDMS-0036

Project: Kenya Crops and Dairy Market Systems (KCDMS) Activity Name: Fruit Fly Free Zone (FFFZ) Public Education Campaign Issuance date: November 25, 2020 Deadline for questions: December 2, 2020 Closing Date: December 11, 2020 Method of Submission: By email to [email protected] Agreement Manager: Productivity Director Type of Contract: Consultancy Agreement Location: Nairobi Target Counties: Two (2) selected Feed the Future counties contained in Appendix 2 Value Chains: Value chains contained in Appendix 3 Start date: Upon contract signing (est. January 2021) Duration: 12 months from contract signing LOE: 60 workdays

Attachments to RFA: 1) Scope of Work 2) Selected KCDMS counties for the Fruit Fly Free Zone public education campaign 3) Priority value chains for the FFFZ campaign 4) All PO Terms and Conditions are listed on our website set forth at: https://www.rti.org/sites/default/files/rti-purchase-order-terms-and-conditions-v1.16.pdf, http://www.rti.org/files/PO_FAR_Clauses.pdf or for commercial items: http://www.rti.org/files/PO_FAR_Clauses_Commercial_Items.pdf (hereinafter the “Terms”). 5) Supplier’s delivery of products, performance of services, or issuance of invoices in connection with this purchase order establishes Supplier’s agreement to the Terms. The Terms may only be modified in writing signed by both parties.

All bidders are responsible to carefully review each attachment and follow any instructions that may be relevant to this procurement.

1.0. Program Background Feed the Future Kenya Crops and Dairy Market Systems Activity (KCDMS) is a five-year (October 2017-September 2022) activity of the United States Agency for International Development (USAID), funded as part of the U.S. Government’s Global Food Security initiative that helps to increase agricultural production and reduce poverty and malnutrition in Kenya. The project is implemented by RTI International and is working in selected counties in Eastern and Western regions of Kenya to facilitate improved productivity and development of competitive, resilient and sustainable market systems in the dairy, feed/fodder, and horticulture value chains. Key initiatives include working to ensure diverse production and improved productivity, improving access to inputs and services to smallholder farmers and promoting strategies that increase dairy, feed/fodder and horticulture productivity businesses sourcing from smallholder farmers.

KCDMS’s goal is to transform agricultural market systems to enable intensification and diversification into higher value commodities and non-farm activities. The project is doing this by facilitating market- driven partnerships that bring together all players (agro-dealers, dairy and horticulture input suppliers, aggregators, processors, and exporters) to invest in higher productivity, quality improvements and greater supply chain efficiency. Alongside efforts to enhance productivity in the priority value chains

1 across the project’s zone of poverty alleviation, KCDMS intends to ensure availability of food that has been produced safely and to improve household incomes by reducing post-harvest losses.

KCDMS aims at promoting diverse agricultural production and improved productivity, competitive, resilient, and inclusive market systems. Also, KCDMS aims to catalyze systemic adoption, incentivize and build the capacity of existing public and private sector actors to invest in strengthening the reach and quality of their extension services to drive a commercial inputs system capable of supplying diverse, high-quality technologies to farmers. KCDMS is working with interested stakeholders drawn from the agriculture sector including - farmers, traders, researchers, innovators, policymakers, development partners, government departments and private sector actors/investors to address the economic implications of fruit fly on the mango value chain. These efforts are geared towards creating a Fruit Fly Free Zone that can begin capturing the European market for mango. This will enhance the competitiveness of mango fruits in both the domestic and export markets. To achieve this, the KCDMS rolled- out a comprehensive campaign to sensitize and create awareness on fruit fly control in collaboration with key stakeholders and create pest-free areas. This is because mango farming in Kenya has become a competitive economic venture that is shaping livelihoods for many families in the country. Fruit flies are classified as quarantine pests. Damage by fruit fly alone has been reported to range between 40 to 80 percent, resulting in increased cost of production, low-quality fruits, increased post- harvest losses and leading KEPHIS to impose a mango export ban to lucrative markets. Each year, whole containers of fruit from Africa are intercepted, confiscated, and destroyed in incinerators in European harbors and airports because of these quarantine pests, thereby causing major economic losses for many exporters. KCDMS in collaboration with mango value chain stakeholders aims to increase productivity and quality of mangoes offered for local and export markets. This will be done by enhancing the technical knowledge of farmers and other stakeholders on the management of key pests and post-harvest handling. Develop and implement low pest preference areas progressively achieving a Pest Free Area model of pest management whereby IPM strategies are employed in a system-wide approach. Komesha Fruit Fly Campaign Successes to Date Since the campaign’s launch in January 2020, KCDMS and the Mango Technical Working Group have supported a comprehensive campaign to sensitize and build awareness about fruit fly control to create a pest-free area. At the same time, KCDMS is leveraging its commercial agro-dealer network to make IPM tools and technologies more accessible to rural smallholders.

Major achievements to date include: • 50,000 educational materials produced and distributed to agro-dealers, cooperatives, the Ministry of Agriculture, County, and sub-county administrators, and IPM technology providers. • 126 agro-dealers, two cooperatives, and 80 Village-Based Advisors actively distributing IPM technologies • 13,009 fruit fly traps sold and assembled and 1,877 farmers receiving demonstrations on solar bag use, with more than 1,524 bags sold • 109 Spray Service providers (47 percent of them youth) trained on the concept of pest-free areas, fruit fly species identification, data collection, and fly trap setting and servicing. • 3,000 farmers recruited via a USSD registration platform and 2,800 farmers mobilized via SMS. • TV and radio education campaign implemented • A toll-free Interactive Voice Response line set up to provide information on mango production and fruit fly control

2 • Video extension and digital outreach for agro-dealers developed in collaboration with Digital Green and the DLEC project

Objective of the Assignment. The overall objective of this assignment is to manage, and significantly ramp up the fruit fly free zone (FFFZ)/ Komesha Fruit Fly public education campaign that has been running for nine months. The campaign is characterized by an integrated effort to manage fruit fly and other pests utilizing principles of PFA advanced through private and public sector actors.

Scope of Work and Objectives The scope of the assignment will be to run a high-profile promotional campaign designed to: • Ensure farmers’ awareness and knowledge of methods to increase productivity and reduce post-harvest losses as a result of fruit fly damage. • Promote widespread adoption of proven fruit fly management technologies by farmers and other stakeholders. • Educate and inform farmers about the importance of collective fruit fly control and management initiatives/ interventions and ensure compliance.

2.0. General Requirements RTI is looking to engage an individual , not a firm. The Buyer (RTI) intends to purchase the services identified in Appendix A based on the deliverables identified in it. The term of the Ordering Agreement shall be from Award Date to the Delivery date of the Offeror unless extended by mutual agreement of the parties. The Buyer intends to award to a single “approved’ supplier based on conformance to the listed specifications, the ability to service this contract, and selling price. We reserve the right to award to more than one bidder. If an Ordering Agreement is established as a result of this RFA, the bidder understands that quantities indicated in the specifications (Appendix A) are an estimate only and RTI does not guarantee the purchase quantity of any item listed. KCDMS is soliciting fixed-price bids. Media consultants should submit their bids and budgets for the services to be offered with a maximum 60-days level of effort (LOE) in 12 months. The application should detail how the consultant will accomplish the assignment according to the SOW in Appendix 1. This is a competitive process and value for money will be one of the key criteria.

3.0. Application Instructions and required documents (see additional details in the SOW herein attached) All bidders will submit a proposal which contains offers for all items and options included in this RFA. All information presented in the proposal will be considered during RTI’s evaluation. Failure to submit the information required in this RFA may result in bidder’s offer being deemed non-responsive. Bidders are responsible for submitting offers, and any modifications, revisions, or withdrawals, so as to reach RTI’s office designated in the RFA by the time and date specified in the RFA. Any offer, modification, revision, or withdrawal of an offer received at the RTI office designated in the RFA after the exact time specified for receipt of offers is “late” and may not be considered at the discretion of the RTI Procurement Officer. The bidder’s proposal shall include the following:

1. A one-page cover letter that summarizes the consultant’s technical experience and capability in undertaking this assignment. 2. A brief technical proposal and work plan (not more than 10 pages). The proposal should include a well outlined design and approach.

3 3. The technical proposal should include references for similar previous assignments carried out by the consultant and an Annex with brief biography of the consultant 4. The cost proposal (in the KCDMS excel budget template) should consist of a comprehensive itemized budget for no more than 60-days LOE spread over 12 months. To obtain a copy of the excel budget template applicants should write to: [email protected].

Special Note: The bidder, by their response to this RFA and accompanying signatures, confirms that the terms and conditions associated with this RFA document have been agreed to and all of its attachments have been carefully read and understood and all related questions answered.

4.0 Questions regarding the RFA All questions in regard to this RFA to be directed to Boniface Musembi at the following email address: [email protected] copying [email protected]

The cutoff date for questions is close of business on November 27, 2020.

5.0. Evaluation and Award Process The RTI Procurement Specialist will award an agreement contract resulting from this solicitation to the responsible consultant (bidder) whose offer conforms to the RFA and will be most advantageous to RTI, price and other factors considered. The award will be made to the consultant representing the best value to the project and to RTI. For the purpose of this RFA, the factors listed below are equally important for purposes of evaluating and selecting the “best value” awardee. RTI intends to evaluate offers and award an Agreement without discussions with Sellers. Therefore, the Seller’s initial offer should contain the Seller’s best terms from a price and technical standpoint. However, RTI reserves the right to conduct discussions if later determined by the RTI Procurement Specialist to be necessary.

A technical panel from KCDMS will review the applications using the following criteria:

a) Experience/reputation for effective communication for behavior change b) Understanding of the communications task at hand. c) Creativity of approach d) Understanding of the agricultural sector and the inputs market e) Ability to meet strict timelines and start immediately f) Production and management capacity g) Value for money in the proposed budget

6.0. Duration of Assignment: This activity is targeted to commence in early 2021. The anticipated Level of Effort is 60 days spread over 12 months.

7.0. Submission Guidelines Application including cover letter, technical proposal and financial proposal should be submitted electronically to [email protected] by close of business on December 11, 2020 with Fruit Fly Free Zone (FFFZ) Public Education Campaign Media Consultant in the subject line reference. The applications should be written in the English and follow the guidelines in this RFA and the following scope of work. 8.0 Validity of Offer Issuance of this RFA does not constitute an award commitment on the part of KCDMS nor commit the project to pay for costs incurred in the preparation and submission of an application. Further, KCDMS reserves the right to reject any or all applications received. Similarly, an invitation for further

4 negotiation or to submit a full application is not a commitment to fund that application. Your proposal shall be considered valid for 90 days after submission.

9.0. Anti- Kick Back Act of 1986 Anti-Kickback Act of 1986 as referenced in FAR 52.203-7 is hereby incorporated into this Request for Proposal as a condition of acceptance. If you have reasonable grounds to believe that a violation, as described in Paragraph (b) of FAR 52.203-7 may have occurred, you should report this suspected violation to the RTI’s Ethics Hotline at 1 877-212-7220 or by sending an e-mail to [email protected]. You may report a suspected violation anonymously.

10.0 The John S. McCain National Defense Authorization Act for fiscal year 2019 - section 889. RTI cannot use any equipment or services from specific companies, or their subsidiaries and affiliates, including Huawei Technologies Company, ZTE Corporation, Hytera Communications Corporation, Hangzhou Hikvision Digital Technology Company, and Dahua Technology Company (“Covered Technology”). In response to this request for proposal, please do not provide a quote which includes any Covered Technology. Any quote which includes Covered Technology will be deemed non- responsive. Additionally, if the United States Government is the source of funds for this RFA, the resulting Supplier shall not provide any equipment, system, or service that uses Covered Technology as a substantial or essential component.

5 APPENDIX 1: Scope of Work

Objective of the Assignment. The overall objective of this assignment is to scale up and manage the fruit fly free zone (FFFZ)/ Komesha Fruit Fly public education campaign that has been running for nine months. The campaign is characterized by an integrated effort to manage fruit fly and other pests utilizing principles of PFA advanced through private and public sector actors.

Scope of Work and Objectives The scope of the assignment will be to run a high-profile promotional campaign designed to: • Ensure farmers’ awareness and knowledge of methods to increase productivity and reduce post-harvest losses as a result of fruit fly damage. • Promote widespread adoption of proven fruit fly management technologies by farmers and other stakeholders. • Educate and inform farmers about the importance of collective fruit fly control and management initiatives/ interventions and ensure compliance.

Primary Target Audiences:

• Farmers, farmer associations, exporters, traders, and producer organizations: end users of fruit fly management technologies to understand modalities and procedures of establishing and managing a PFA and ALPP alongside fruit management interventions. • Agro dealers, offtakers, and suppliers of agro-inputs to be able to market the technologies effectively to their customers and explain the difference and functionality.

Broad Tasks: This Scope of Work (SOW) has seven primary tasks to Manage the promotional campaign at a national and county level. 1. Develop an action plan to scale up and manage the fruit fly free zone (FFFZ)/ Komesha Fruit Fly public education campaign with a timeline guide which highlights the main actions to be performed during the implementation, monitoring, and impact evaluation process. Action plan should make strategic use of radio, face to face extension, SMS and IVR messages, print media, materials, demonstrations and public events and other creative approaches to convince as many farmers as possible to adopt the technology. Approaches must take into consideration the restrictions of COVID safety. 2. Develop and pilot test the phase two messages for the campaign in collaboration with Busara Center for Behavioral Economics. 3. Manage the campaign implementation through the production of high-quality messages and materials as well as strategies that are effective to reach the target audience. Messages must be translated and explained enough to be communicated to farmers, agro dealers, and the private sector players in the agro-input and technology dissemination chain. 4. Effectively disseminate materials to the target audience with a real-time dissemination plan that leverages as many low-cost communication channels as possible to reach a wide audience with a minimal budget. 5. Plan and successfully organize Komesha Fruit Fly campaign events 6. Develop and implement a campaign media plan in coordination with the County Governments of Makueni and Kitui and the Mango Technical Working Group and in accordance with the campaign overall strategy.

6 7. Ensure that all farmers in Makueni and Kitui are reached by the campaign, monitor that reach, and document the impact of the various communication strategies employed within this campaign.

The specific tasks of this assignment include: a) Campaign Management and Media Plan

• Develop a Fruit Fly Free Zone (FFFZ) public education campaign media plan and budget. The plan will include the following: o Roadmap: The plan will provide a step-by-step roadmap for phased implementation picking from the current status. o Target Audiences: The campaign will define and prioritize specific target audiences we are trying to reach and the most effective communication channels for reaching those groups. o Message Platform: The plan will provide a message platform that effectively conveys IPM technologies, practices, and its importance. o Branding: The plan will address the need to give the campaign a identity for maximum impact and effect. Tools will be created during the implementation phase with this brand identity/ tagline, so they convey the campaign's core messages. o Metrics: The plan will define the specific metrics to be used for measuring success throughout its implementation. • Additional Research: The plan will outline recommendations and strategies for additional research to be conducted during the implementation phase. The purpose of this research will be to gain insight into what farmers and businesses know and think about the IPM technologies and to test the effectiveness of messaging and communications tactics identified in the plan. This research will also help to better understand the geographic differences in perspectives on IPM technology delivery modules and provide a benchmark against which to measure success. • Develop a budget for this action plan and agree on it with KCDMS activity. • Develop a campaign execution strategy that uses a range of delivery mechanisms for farmer education initiatives.

b) Campaign Media Relations

• Develop content for dissemination through local radio stations, televisions, and • Lead campaign media relations activities including fielding incoming press calls and providing media with requested information in a timely fashion • Proactively develop relationships with media (including reporters, producers, and editorial directors/writers), building their understanding and knowledge of the Komesha Fruit Fly Campaign • Pitch and place stories including scheduling interviews and preparing spokespeople for the interviews • Draft, edit and distribute high-quality media relations and other communications materials, including news releases and statements, op-eds, letters to the editor, editorial memos, talking points, and other relevant content • Listen, monitor, and track news nationally and globally as it relates to fruit fly management across Africa, ensuring KCDMS and the Mango Technical Working Group is aware of developing stories

7 Farmers, farmer associations and producer organizations

• Develop phase two of key messages and materials for farmers, farmer associations and producer organizations about Fruit fly management strategies, implications in quality and as a solution to post-harvest losses mainly targeting smallholder farmers to be used in effective multimedia channels • Develop scripts about IPM technologies and share with radio stations with audience-led programming in the target area • Develop and implement a strategy to optimize television coverage of the fruit fly management campaign building on existing video stock as well as newly produced materials • Collaborate with Digital Greens to prepare a video on fruit fly control initiatives- a complete feature with different approaches on fruit fly management. The same footage to be edited for social media and training materials. • Manage general media coverage of the campaign, including possible road shows, news coverage, edutainment, and print media. Showcase success stories.

Agro-dealers/ off-takers/suppliers of agro-inputs and Technology providers

• Develop a training and mentorship program for agro-dealers, off-takers, and technology providers so they can promote IPM technologies and production best practices to their farmers. • Point of sale materials- Develop point of sale materials that agro-dealers would place in their stores indicating that they sell relevant products for fruit fly control and can provide instructions on how to use various IPM technologies. • Support participating companies to add information on the Komesha fruit fly (FFFZ) public education campaign messages on their websites, adverts, and other promotional materials.

c) Monitoring

• Develop and implement a plan to monitor the progress of the campaign, measure the level of reach, and evaluate the effectiveness of the public education campaign for each communication strategy employed and for the overall campaign strategy. Use the evaluation results to redesign where need be.

8 d) Specific activities and deliverables:

Activity Deliverable Due Date December Bid submission Bids 11, 2020

Interviews & Contracting Contract January 2021

February Inception plan Inception Report 2021

Initial materials ready for Pilot testing

• Fruit fly Campaign IEC materials (develop, pre-test, and distribute phase two materials to be used in the Campaign strategy campaign February design and • Radio &Television Messages creation targeting 2021 different audiences including farmers, off-takers, agro- presentation dealers, youth, women • Development of print materials • Printing of Fruit Fly Merchandise materials, Social Media Strategy and Messages Creation Pilot testing completed Pre-test report March 2021

Social Media Manage the media campaign (Radio, adverts, talk shows, Strategy roadshows round 2, live coverage, field days, television, April, July, commercials, news coverage, newspaper, billboards, etc.) Social Media and October implementation Social media activations 2021 report Midterm adjustments Quarterly reports

Impact assessment Project Impact assessment Nov 2021 report

Complete campaign Final Report Dec 2021 report Note: The above timetable is indicative. Start date is dependent on USAID approval. Actual dates will be adjusted from date of approval.

Core Competencies • Experience in managing behavior change communications for development campaigns. • Experience in monitoring and evaluating the effectiveness of communication campaigns. • Strong network of both the local and international media players • Excellent skills in developing high quality and effective educational and communication materials for large campaigns targeting the rural population. • Excellent communication and interpersonal skills • Experience in the agricultural sector and understanding of the agri-business sector. • Understanding USAID procedures is a plus.

9 Expected Deliverables • Mini Desk research to justify the action /implementation plan (within 2 weeks of signing the contract). Including action plan that describes the concept of executing the campaign with detailed timelines and budget. • Development of more IEC materials including artwork, translations, radio scripts, telephone and SMS contacts, IVR etc. Select and advise both above the line and below the line materials to be used during the campaign. • Advise on the production of material/ in collaboration with the client/Grant partners. The consultant will be responsible for managing the complete production process and handling service providers like printers, photographers, video and audio producers, etc. to ensure optimal value for money. • Recommend to the client on the dissemination procedure, e.g. identify discounted media stations, and mechanisms for distribution of print materials, etc. Manage the media buy and ensure optimal value from the campaign. • Production of interpersonal materials, e.g., scripts for drama groups/radio stations, training materials for agro-dealers, point of sale materials. • Develop the action plan for face to face strategy involving cooperatives, IPM providers and other key stakeholders. Agenda’s for meetings of Consumer networks, Business networks, Journalists’ Ag-content cafes/ meet ups, etc. Manage and oversee the effective implementation of the entire promotional strategy. • Develop indicators of success to support M&E for the promotion campaign focusing on proof of reach and resulting adoption. • Agreed upon high-quality, appropriate materials for farmers, agro-dealers, and technology service providers not limited to print, radio TV as agreed upon with the client. • Brief quarterly reports explaining the implementation process and lessons learned and any improvements will be required, with interim monthly updates.

Reporting The consultant will report to the Productivity Director and the Communications and Media Specialist. The consultant will interact with staff of various grant partners, KCDMS, and the Mango Technical Working Group to ensure successful implementation of this campaign.

Budget The consultant will be paid in accordance with the RTI contracting policy. The production and media buy out costs will be paid directly by the project following RTI procurement procedures, but delivery and implementation are to be managed by the consultant. The consultant will be expected to work for an average of five days within a month for one year. However, this can vary depending on mango cropping calendar and expected deliverables within any specific period.

Bid Submission Submit both a technical proposal and a cost proposal in a zipped folder. You are required to include the information set out below. Soft copies should be zipped together into a single folder. Name the folder as follows: “Name of Consultant” “Fruit Fly Free Zone campaign.”

Bid Content Particulars • Name of Consultant • Physical and Postal Address including telephone numbers & contact details • Proposed technical approach • Cost Proposal

10 • Completed Bio Data form for the consultant.

Submission Process Interested applicants should submit their expression of interest and relevant documentation in a single zipped folder by email to [email protected] by close of business on December 11, 2020. The subject header must read “Fruit Fly Free Zone (FFFZ) Media Consultant”

Selection Criteria • Experience/reputation for effective communication for behavior change • Understanding of the communications task at hand. • Creativity of approach and likelihood of significant impact • Understanding of the agricultural sector and the inputs market • Ability to meet strict timelines and start immediately • Production and management capacity

Note: Media consultant will work closely with the KCDMS communication department in all implementation. The consultant shall invite KCDMS to all events and will schedule major events well in advance and in consultation with KCDMS. The consultant shall submit quarterly progress reports to coincide with KCDMS reporting needs and M&E requirements.

Reports Interim reports should not be more than 10 pages each excluding detailed annexes. The final report should be no more than 40 pages. All reports must include: • Executive Summary of key findings • Approach /methodology used • Summary of salient issues and progress to date. • High-quality photos of the various sessions undertaken that can be uploaded on USAID and RTI websites and included in high-level reports (Low-resolution photos will not be accepted). • Conclusion and recommendations • KCDMS to provide branded reporting template • Annex with attendance lists for participating stakeholders including their telephone numbers, Sex, Age category (below 30 yrs. /30 & above), county, and position (template to be provided by KCDMS). Forms must be signed on every day of a multi-day event. • Annex with final copies of deliverables such as the consultant report, advertisements, artwork for media, media activations, media links, roadmap, publications, evaluation reports, etc.

Assignment duration The duration of the assignment shall be 12 calendar months.

Supervision of the Contractor The media consultant shall work under the direct supervision of the Productivity Director for the duration of the contract and will work closely with Geoffrey Kiganiri – Productivity Specialist and Boniface Musembi – Communications Specialist.

11 Total Assignment cost This is a consultancy agreement contract. Proposed budgets should include all applicable tax. Note: all consultant contracts are subject to withholding tax.

18.0 Confidentiality It should be noted that all the information collected in the process of undertaking this exercise, together with the reports, shall be the property of KCDMS.

19.0 Conflict of Interest This assignment shall be executed as per the terms of reference contained in the contract entered into during partnership engagement and any adjustment, must be agreed upon by all parties in advance before the execution of the issue at hand. No conflict of interest is anticipated in the course of the undertaking this assignment.

APPENDIX 2: Selected KCDMS counties for Fruit Fly Free Zone (FFFZ) Public Education Campaign

SA2: Eastern Kenya

1. Kitui 2. Makueni

APPENDIX 3: Priority value chains for Fruit Fly Free Zone (FFFZ) Public Education Campaign

1. Mango

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