TERMS OF REFERENCE FOR INSTITUTIONAL CONTRACT Title of the assignment

Develop context specific Behaviour Change Communication messages and materials to reach people nationwide to improve COVID 19 vaccination related knowledge and practices.

Purpose

Audience specific messages are designed and developed with different types of print materials for the COVID-19 vaccination campaign

Location

Dhaka, Bangladesh.

Estimated Duration

Enter the number of months and estimated start date: 1st July 2021 to 30th April 2022 (220 working days/10 months)

1. Background

Bangladesh has been hit hard with the COVID-19 pandemic both on the human health front and on the economy. Bangladesh ranks 34th highest in the number of confirmed COVID-19 cases (according to Worldometer). Fortunately, the level of known infections and deaths are modest as compared to many parts of the world including the neighbouring India. It is not yet clear when the pandemic will get to its peak in the country.

The Government has moved swiftly to contain the damage taking actions on both the human health front and on the economy. On the health front policy responses have sought to contain the spread of the virus through full and partial lockdowns, providing safety gears and other support to protect the healthcare workers and other essential staff, strengthening healthcare facilities with supplies and equipment, undertaking testing, and educating the masses on the adoption of health safety measures including physical distancing, use of face masks, hand washing and personal hygiene and other support measures.

The data in the COVID 19 dashboard of the Directorate General of Health Services (DGHS) show the continuously rapid spread of the infection in Bangladesh. Over the past one year, there has been a rising trend in the number of daily deaths and new cases, reaching an infection rate of more than 20% in September 2020 and declining thereafter to an infection rate of less than 5% in February 2021 (ref: Director General of Health Services (DGHS) data). As of 6th June 2021, the total number of COVID-19 cases are 809,324 with total number of deaths at 12,801 (as per DGHS data). As of 1st June 2021 a total of 10,008, 400 vaccine doses have been administered out of 170, million across the country.

The Government of Bangladesh has incorporated the COVID-19 global pandemic in the Communicable Diseases (Prevention, Control and Eradication) Act, 2018 to take legal action to control the disease and undertake response activities. Against this background, the DGHS and all the partners involved in the Risk Communication and Community Engagement (RCCE) Pillar of the COVID-19 Bangladesh Response and Preparedness Plan has prioritized intensive communication activities to promote vaccination for COVID-19 across the country.

The Office of Directorate General of Health Services (DGHS) under the Ministry of Health and Family Welfare (MoHFW), the People’s Republic of Bangladesh, has developed a National COVID-19 Vaccination Deployment (NVDP) plan with the support of UNICEF, WHO and other development partners. The COVID-19 vaccination campaign was launched on 27th January 2021. It was found that online registration decreased gradually from the 3rd week of the campaign onwards. By analyzing the registration trend and people’s queries in call centers, the main causes are identified as online registration related to lack of clarity/understanding of the registration process, inaccessibility to internet, misinformation about the vaccine and lack of information in media dark areas.

As a result of the above, the DGHS noted a need for a robust communication campaign to motivate eligible people to register for the vaccination and to increase vaccination uptake. Due to resources constrain, the DGHS requested UNICEF Bangladesh Country Office to provide support in the developing of message and communication material for the vaccination campaign.

UNICEF is committed to providing the requested support with funding from Bill & Melinda Gates Foundation. This TOR is for hiring a creative agency to design/development of variety of printable materials for different target audiences across the country.

2. Objectives, Purpose and Expected Results

Objective: Develop and modify as the need emerge, context specific Behaviour Change Communication messages and materials to promote and communicate about Covid-19 vaccination for different target audiences across the country.

Purpose/scope of assignment:

To design and develop and where relevant, Install different target audience specific communication messages for the COVID-19 vaccination campaign. The developed materials are intended to:

• • Create awareness and improve knowledge about the COVID-19 vaccination among population nationwide, with a specific focus on women, slum dwellers, ethnic communities, as well as people living in hard to reach areas.
• • Contribute towards attaining maximum participation of certain priority target groups (the government has prioritized 22 priority groups that include health service providers, front-liners, elderly people, teachers, etc.) through the vaccination campaign.
• • Mobilize and engage communities and individuals through accurate and timely information.
• • Mitigate and manage the media impact of potential Adverse Event Following Immunization (AEFIs) and other negative events among the general population and target groups.