Queries and Clarifications 1 RFP No.: IPE-CIFF_RAJPUSHT-2017 (RFP) 005

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1 REQUEST FOR PROPOSAL TITLE: DATE: October 16, 2017 BEHAVIOR CHANGE COMMUNICATION PARTNER FOR MATERNAL, INFANT AND YOUNG CHILD NUTRITION, RAJPUSHT REQUEST FOR PROPOSAL NO.: IPE-CIFF_RAJPUSHT-2017 (RFP) 005 QUERIES AND CLARIFICATIONS 1 SL. NO QUERIES As per our understanding, the scope of work includes development of communication strategy, designing of communication tools, and implementation of BCC interventions for the infant and young child nutrition component only. The scope does not include communication development for the maternal nutrition component. Also, the scope does not include conducting pretest of communication tools. May we request a confirmation if this understanding is correct. As we understand, an independent research agency would pretest the communication tools that the communication agency would develop, and the findings would be shared back with the communication agency to incorporate into modification of the communication tools. May we request a confirmation on the same. Further in that case, what is meant by 2-3 rounds of field work in section of the Scope of Work (Page 18 of the RFP)? Is the communication agency required to undertake the concept testing, followed by the research agency undertaking pretest of the final tools? Request a clarification. Is there a baseline or KAP study already conducted in the programme areas, that would guide on the prevailing scenario in context of audience knowledge, attitudes and practices related to infant and young child nutrition? Would this be available for us, prior to developing the communication strategy? Alternatively, should we plan to conduct a KAP study as a formative input to developing the BCC strategy? Or should we plan for a formative visit to the programme areas to undertake informal interactions with the programme stakeholders prior to developing the strategy, to enable the communication team to gain an appreciation of the audience and programme environment? IPE GLOBAL RESPONSE (a) As mentioned in the Terms of Reference (Page 17), the supplier will be responsible for (i) developing the BCC strategy for IYCN, and (ii) implementing both IYCN and Maternal Nutrition strategies. (b) Also mentioned in the Terms of Reference (Page 17), IPE Global will hire a research agency to pre-test both Maternal Nutrition and IYCN communication tools. IPE Global confirms that it will hire an independent research agency to pretest communication tools. This will be used to modify and fine-tune the tools. We understand that multiple rounds of concept testing in the field will be needed to arrive at messaging which is effective and acceptable by the audience. Concept testing in the field will also ensure that the messaging is culturally and contextually fit. The communication agency will be expected to undertake concept testing and development work and translate it into a communication strategy and products. The products will be then pre-tested by a research agency, to ensure objective and unbiased assessment of the tools. While secondary literature and existing empirical evidence should suffice for the development of the first round of concepts for IYCN, suppliers may propose formative visit to programme areas to do a rapid study of KAPs around IYCF. The timelines need to be considered, while doing this. Page 1 of 6

2 Is the utilization of mass media pre-defined in the strategy plan? Request a clarification on the mass media utilization, given that the programme area at this stage is limited to 2 districts only. Is there a convergence expected between communication for the two components i.e. maternal nutrition and child nutrition, given that both components are addressing the same audience which includes pregnant and lactating women, their families and caregivers in the same program areas. Is a convergence expected in terms of overarching campaign branding, media contact (e.g. platforms like group meetings), synergy in the design of tools, messaging on cash transfer mechanism etc.? Regarding the financial proposal, is it appropriate to submit a budget only for development of strategy and design of communication tools at this stage, given that: The production fee would vary based on specification of the number and type of media units (which would be identified post the finalization of the communication strategy) The implementation cost of both pilot in 2 blocks and full-scale roll-out in the 2 districts would also vary, depending on the type of media interventions (to be identified post the finalization of the communication strategy) For the creative development fee, can we submit a creative tariff card giving the per unit rates of various media units? (since the number and type of creative units is not pre-defined and would be identified flowing from the communication strategy developed) May we request if it is possible at this stage, to share a background reference on the proposed cash transfer mechanism, in terms of what the model is, how it works, implementation etc.? The total number of people to be covered for Behaviour Change Communication? What is the expected role of FLW in cash transfer and BCC for the project? 1. Will the cash transfer be routed through FLWs or does it require direct transfers to beneficiary accounts? 2. Do we have data on how many beneficiaries have The supplier will be required to come up with the communication strategy for reaching the target audience. This may include mass-media, but the supplier will be best placed to suggest how to best use this. Mass media costs will be borne by the government, and the messaging need not be limited to just 2 districts. Yes, in all the cases, except an overarching campaign branding. This call can be taken up later, as the development work evolves. The budget needs to be submitted for the entire programme period. From Nov 15, 2017 to 31 May, 2022 No. We would require the suppliers to propose a budget for the entire project period including for staff who would develop the creatives. Please refer to PMMVY operational guidelines for reference. It is expected that atleast 800,000 pregnant and lactating women will be covered by the Behaviour Change Communication over 4 years in the 2 districts. FLWs will be a key delivery mechanism for BCC messaging as well as for cash transfer. They will be the touch points for pregnant and lactating women and deliver IPC messaging on maternal and child nutrition. They will also 1. Directly to the Bank Accounts 2. We do not have data on how many beneficiaries have a bank account, however, Government of Rajasthan figures suggest around 91% population Page 2 of 6

3 bank accounts? 3. How has the role of men been envisaged in the program? Can the money be transferred in the husband s account? 4. Has a unique identification number been registered for the beneficiaries? If yes, how many people have Aadhar cards? What are the communication products IPE has asked the separate creative agency to develop? Do we need to use them while executing our BCC program? Can we have a look at them? Can we have a look at existing IEC material on mother s nutrition and IYCF available with IPE and CIFF for designing the proposal? Is the research agency carrying out a baseline regarding existing KAP related to these behaviours? What is the role of the creative agency as even we are expected to create proto-types? Will we work in close coordination with them or will it be moderated by IPE Global? Will the creative agency also work on crafting key messages? 16 Why do we need three rounds of testing? Q1. From where the cash under cash transfer theme will be arranged? Will it be arranged from the project budget or any existing program/scheme/act under GOI. Q2. What will be the approx. amount in both the cases? Q3. If the cash amount is from the project then how it will be deposited? Whether to the individual Pregnant and Lactating Women account (DBT) or any other account? Q4. Is the partnership duration only for the period of Oct March On Page 16 of the RFP document, Note 1 CIFF and IPE Global Have separately already initiated work on developing a BCC for Rajpusht, responsible for developing a behavior change strategy focusing on Maternal Nutrition and have contracted a creative Agency for developing communication products focusing on MN. has aadhar cards 3. Money will only be transferred to the account of beneficiary pregnant and lactating women. We will have a mechanism in place to support women who do not have a bank account in getting a bank account. The selected BCC partner will be required to also use the maternal nutrition focused communication toold being developed by the separate creative agency. The selected BCC Partner will be engaged in the process of finalizing the maternal nutrition comms tools to ensure ownership. IPE Global and CIFF have not developed any IEC material as yet. The research agency s scope of work will be strictly limited to pre-testing the comms tools. KAP study will be conducted separately, and will be available only by March The currently engaged creative agency is developing communication tools focusing on Maternal Nutrition. The selected BCC partner will be responsible for developing tools and prototypes for IYCF component. Based on the international evidence, 3 rounds of concept testing have been proven to result in reaching at effective and impactful messaging. However, this should be treated as guidance rather than compulsion. It should be noted that we need to be extremely confident of the concepts effectiveness, or else the entire process will require re-work if the pre-test finds significant anomalies. Cash will come from the government finances, and will be in line with the current monetary incentives under PMMVY, JSY and ICDS THR. The BCC Partner will be contracted till May 2022, with break clauses at the end of March 2018 and the mid-term assessment. Yes. The supplier will need to build in the cost of developing prototypes as well as for reproduction for pre-implementation in 2 blocks. Page 3 of 6

4 Our query is that since, IPE has already contracted the creative Agency, do supplier/we need to engage the same creative Agency for development of Prototype; If yes, do we need to include the cost of development of Prototype also in the financial bidding On Page 16 Note 2 Contract will be based on a pay for performance model. Kindly elaborate the definition & Terms & Conditions of Pay for Performance Model. On Page 18, Pretesting of the communication products by an external research agency. Is it supplier s/our responsibility to pre -test the material by engaging the external Research Agency or IPE s. Pls. clarify. PART B COMMERCIAL PROPOSAL: Section 4: Matters not appropriate in any other appendix, e.g. your Goods and Service Tax registration number (for Indian companies only), your turnover and net profit for last financial year (attach Copy of latest balance sheet and profit & loss account), Commercial aspects of joint venture company (if applicable), parent Company guarantees (if applicable). Kindly clarify the same is required in what format? Will the parent company's letterhead suffice? Is there any format for the same? We are also not very clear on the term; Commercial aspects of joint venture company. NOMINATED PERSONNEL b) give the name of their employer or state if selfemployed if any of the personnel is not a member of the Bidder s staff; Considering the total duration of the assignment, does this mean we have to assign one full time resource in Rajasthan? Is it a prerequisite? STATEMENT OF WORK (SOW) Component 1: Designing and implementing the Cash transfers to about 800,000 Pregnant and Lactating Women (PLW) and eligible children; establishing a cash transfer prototype; and designing, piloting and institutionalizing a model of pay-for-performance for Front Line Workers. Is this component under the Scope of work? Is the communication agency expected to do this? Or the agency s role will be limited to developing the communication tools only. Kindly clarify. Component 3: Lesson learning for scale-up by setting Rajasthan as a champion in using cash transfers as an instrument for fastening reduction in maternal and child malnutrition. Is this component under the Scope of work? Is the communication agency expected to do this? Or the P4P entails that a certain part of the BCC Partner s costs be linked to achievement of social and behaviour change related indicators. For example, improvements in dietary diversity. IPE Global will hire a third-party to pre-test the comms products. There is no prescribed format for this. The financial statements need to be signed by a Chartered Accountant. In case of a Joint Venture, we would request financial details of all the parties of such an arrangement. We expect that the BCC partner will propose atleast 1 full time resources to the project. No. This component is not a part of the scope of work of the BCC Partner. No. This component is not a part of the scope of work of the BCC Partner. Page 4 of 6

5 agency s role will be limited to developing the communication tools only. Kindly clarify. (Note 1 CIFF and IPE Global have separately already initiated work on developing the behavior change strategy focusing on Maternal Nutrition, and have contracted a creative agency for developing communication products focusing on Maternal Nutrition. IPE Global will also separately contract an external research agency to pre-test the communication products for both Maternal as well as Infant and Young Child Nutrition (IYCN) components). The roles, as we see here are over lapping. How it is different to the scope of assignment as mentioned in the RFP? This contract will be based on a pay for performance model Kindly clarify on the same. What are the parameters/performance indicators you are considering for the same? Concept development and testing (By Mid- November - We feel Mid-November is too early to develop the concepts, ready for testing. May we request to kindly relook at the timelines. - Kindly clarify, number of tools to be developed for Pretest. - The concept testing is to be done by us or the external party, it is not clear to us. - You have mentioned rules of thumb as key messages. May we know what are these rules of thumb? Deliverables: B. In discussion with IPE, develop the protocols for concept testing and pretesting of three sets of rules of thumb, with various audiences, in three rounds of testing; - By 3 sets we are assuming the TG wise sets? Kindly confirm. - By 3 rounds do you mean we develop 1st set do pretest on the basis of the findings, develop another set get pretest done and on the findings, develop 3rd test and again do the pretest? Or 3 rounds across the total contract period? In that case will there be any Impact assessment / mid-term evaluation? - Similarly, are you looking at 3 topline reports? Development and prototyping of communication products and BCC strategy (End of December) If there are 3 rounds of creative development and 3 rounds of Pretest, we feel the timelines are not realistic. There is a creative agency currently working on developing communication tools for the Maternal Nutrition component. The BCC Partner is expected to develop a communication tools for the IYCN component. The independent research agency will undertake pre-test of the communication tools developed by both the partners. There is no overlap of SoW of any of the agencies. P4P entails that a certain part of the BCC Partner s costs be linked to achievement of social and behaviour change related indicators. For example, improvements in dietary diversity. on their understanding and resource availability, as long as the final strategy document and tested and pre-implemented 3 sets refer to the target-group wise sets. We do expect there to be a top-line report for each phase of concept testing. Page 5 of 6

6 Pre-testing of the communication products by an external research agency (By 20th January) You have mentioned concept development and testing above in Mid Nov. How is this different? Secondly, if this is to be done by external agency, who will do the Pretest in November? Finalization of the communication products (By 31st January) We feel it is Too less a time even for toplines Pre- Implementation Phase (February March 2018) Same as above, we are not able to see sufficient time for Production? Kindly explain Implementation Phase (April 2018 May 2022) It is very long period. We should have mid-term assessment for the course correction. Though you have only mentioned, Project updates/ challenges/ any other mid- course correction, in the Pre- Implementation Phase, but it is too short a period for fathom the impact of the implementation of the BCC Strategy. We understand that the production and mass media buying/ space would be funded by the government and is not to costed in our proposal. However, should our cost proposal budget for non-mass media including outdoor or mid-media like execution of wall paintings, IEC group meetings, street theatre etc. in all the program village, with repeated rounds over 4 years? Or is the implementation costing only to include aspects of training of FLWs, refresher trainings, monitoring of communication activities, meetings at the local level etc.? we observe the dates in relation to Output 1 and Output 2 be overlapping - On Pg. no. 18 it is mentioned that Output 1 Development and design of the IYCN behavior change strategy will cover a period of October March Subsequently against output i.e. Finalization of Communication Products it is mentioned that this phase is to be completed by 31 st January while at Pre-Implementation Phase says to speaks about start from February Thus, there is an overlap of months specified for Output 1 and Output 2. The period of Pre-implementation falls (Feb March 2018) under the period mentioned for Output 1 (October March 2018). We will have a mid-term assessment in 2020 for mid-course corrections. The suppliers should budget for the mid-media activities for the 4-year implementation period. Page 6 of 6