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4. Terms of Reference for Social Behavior Change Communication Strategy For Enhancing Opportunities for Women’s Enterprises (EOWE) Programme


Introduction to EOWE
The “Enhancing Opportunities for Women’s Enterprises” (EOWE) is 5 year programme being implemented by The Netherlands Development Organization SNV in Kenya and Vietnam.

The Programme is part of the Funding Leadership Opportunities for Women (FLOW) programme funded by the Netherlands Ministry of Foreign Affairs, Social Development Department (DSO).

FLOW/EOWE will be implemented in collaboration with local partners in twelve (12) selected Arid and Semi-Arid Counties in Kenya namely Kajiado, Machakos, Isiolo, Laikipia, Marsabit, Baringo, Kitui, Makueni, Narok, Taita Taveta, Samburu and Wajir. EOWE will leverage on existing projects and relationships to ensure more benefits for women.

The programme aims at advancing women’s economic participation and self-reliance by creating a conducive environment for female entrepreneurship as a vehicle for change.

The programme objectives:
(1) Increase capacity of government actors to implement and localise female entrepreneurship friendly policies and institutions.
(2) Increase capacity of local actors, including CSOs, to create bottom-up pressure for women’s economic empowerment and leverage existing policy frameworks to enhance the enabling environment.

(3) Challenge gender norms inhibiting women’s access to economic opportunities through behavioural change.

(4) Enhance women’s capacity and confidence to lead successful businesses.

Consultancy Service Description:

1. Objective:
The objectives of the consultancy services is to develop a SBCC strategy that addresses identified norms that are disempowering women in agriculture and renewable sectors in Samburu, Marsabit, Isiolo, Laikipia, Baringo, Makueni, Kitui and Narok counties. These norms are i) heavy workload, ii) control over use of income and iii) access to and decision over credit.

The SBCC will provide a comprehensive approach that responds to audience needs and the context of the challenge(s) to be addressed, it will develop a memorable identity and theme for all messages and activities, and outlines plans for implementation, monitoring and evaluation.

Specifically the SBCC will aim at:
  • Changing or positively influencing social norms in support of long-term, sustainable behaviour change at the household and community level
  • Fostering long-term, normative shifts in behaviour in support of increasing the practice of gender equitable norms
  • Enhance awareness amongst men and women at household level and on a wide scale, the community, regarding gender norms and practices inhibiting gender equality.
  • Challenge and promote positive change towards the identified gender norms, values and practices among target groups (men and women at households and community, traditional leaders and other local leaders), leading to informed decision-making, modified behaviour, and acceptance of gender equitable norms.
  • Stimulate community dialogue and action towards behaviour shift and sustained acceptance and practice of gender equitable norms at community level in order to advance women economic empowerment.

    2. Scope of work

    Specifically the scope of work is as follows;
    a)Develop SBCC strategy. This shall among other things include:
  • Use of the studies already undertaken to gain a deeper understanding of the SBCC challenges to be addressed and of the social and behavioural drivers that facilitate or act as barriers to uptake of desired behaviour(s). This will include:
  • Learning about those affected and their perceived needs
  • Understanding social and cultural norms that may affect the challenge
  • Identifying communication resources and existing capacity
  • Identifying potential constraints on and facilitators for individual and collective change.
  • If needed, and after consultation with SNV, the consultant will conduct additional formative research.

    b) Design the Strategy incorporating the information gathered to develop a strategic plan for reaching project objectives while positioning the strategy to create a distinctive and attractive image, a perpetual foothold in the minds of the audience.

    This means that SBCC should be able to stand out from other challenges, be appealing and persuasive, clear and concise to avoid confusion and misunderstanding

    c) Developing the Communication Strategy, which includes information from the situation analysis, communication objectives, audience segmentation, program approaches (strategic approaches – mix of tools, channels, vehicles, and media which will convey and mutually reinforce messages), a work plan, and a plan for monitoring and evaluation.

    d) Pre testing of messages, tools and materials for different media/ target audience, with selected audience

    (All messages, tools and materials will be pre-tested according to agreed protocol. The messages, tools and materials may need to be modified/ improved periodically based on review/ monitoring reports)

    e) Customization the SBCC for use by TOTs for further training of more facilitators and for facilitators to use them to facilitate household and community dialogues.

    f) Conduct a TOT training for facilitators drawn from CBOs, FBOs, traditional leaders, NGOs, youth groups for effective planning, implementation and monitoring of SBCC at household and community levels.

    e) Set up simple and effective M&E systems, processes in accordance with the SNV M&E framework to monitor the quantity, quality and effectiveness of messages, tools, materials and activities. This will include: post-test of messages, tools and materials for constant improvement.

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