Behavior change campaign to promote sustainable solid waste management in Senegal through recycling and valorization

14 November 2019 by

Behavior change campaign to promote sustainable solid waste management in Senegal through recycling and valorization

Posted 2 years ago

The Green Secondary Cities Wastewater, Plastic Waste and WEEE Management: Innovative Business Model for Recycling and Valorization Project’s objective is to support Senegal’s efforts to implement three of the guidelines for the development of green cities, to achieve integrated and environmentally sustainable waste management and the acceleration of green secondary city development. The project will improve the living conditions of the populations of the regions of Dakar, Thies and Diourbel through a range of innovative interventions in waste management. The project will focus on three dimensions: 1) plastic waste; ii) waste from electrical and electronic equipment (WEEE); and iii) domestic wastewater.

During the formulation process of the project, all stakeholders agreed on the importance of public awareness through behavior change campaign to effectively tackle the issue of solid waste management and concretely deliver tangible results replicable in others secondary cities.
In Senegal the majority of cities suffers from severe environmental pollution and deteriorating urban livability from inadequate waste collection and disorganized disposal with open dumping and burning of garbage compromising public health and natural ecosystems. In general, the cities lack an organized and sustainable solid waste management.

Thus, to promote innovative business models and improve solid waste management, the project will require significant public awareness initiatives and behavior changes (e.g. segregation at source, recycling and reusing, reduction in waste generation, no illegal dumping or burning, paying a fee for solid waste services) among waste generators such as households and commercial establishments.
To build public awareness and trigger behavior changes on waste management with a focus on recycling and valorization, a broad mix of communication activities will be conducted under a public communication campaign, including indirect communication (production and dissemination of communication materials) and direct communication (face to face training, workshops and social marketing events).

GGGI is seeking to hire a suitably qualified and experienced Firm/NGO to undertake work associated with the design and implementation of communication and public behavior change campaign related to the above-mentioned project. The purpose of this Terms of Reference (TOR) is to solicit competitive proposals for the consultancy advertised.

Proposed Activities for the Overall Project

The objective of the behavior change campaign is to raise awareness, educate and train key stakeholders that are involved across the plastic waste value chain on the importance of recycling and valorization and its related impacts on the sustainable local development beneficiary cities. The aim is to increase awareness at all levels. In close coordination with GGGI Country Office local stakeholders, the NGO/firm will plan, develop and implement a comprehensive behavior change campaign, using a range of media appropriate and accessible for the various target audiences.

The objectives of this assignment shall be achieved through the following activities:

Promote behavior change through stakeholder mobilization and participation in the waste management and waste recycling and valorization activities.
Disseminate information and materials to target groups relevant to plastic waste management system with emphasis on recycling and valorization.
Enhance recycling awareness and visibility through media relations, network building and community participation activities.
Attract public attention and mobilize the participation of target audiences as well as relevant stakeholders of the project plastic reduction effort;
Raise awareness of public and target audiences on plastic waste impacts on human and environment;

Scope of Work

The scope of work to be carried out will include, but not limited to the following tasks.

Design and implement a public awareness action plan to increase awareness on solid waste management.

The selected NGO/Firm will be expected to develop a detailed design and schedule for the behavior change campaign that focuses on the following activities:

Identify stakeholders/consumer segments which may be influenced to change behavior.
Design an appropriate and context specific behavior change campaign, including communication and advocacy tools to be used. The NGO/Firm will collaborate with the project management team and keys stakeholders to ensure that the campaign considers local knowledge and values.
Conceptualize, develop layout, format and design all promotional materials and activities agreed as part of the behavior change program to advertise project activities to target audience and media, including project folders, banners, billboards, posters, web campaign, photo/drawing essays, campaigns for broadcast, print and social media, video for TV announcements;
Develop an inventory of national and local media and public relations professionals / agencies that can be utilized during project implementation, and facilitate contact with them when necessary. Social media sites must also be monitored to have better coverage;
Prepare an action plan and timeline for the delivering of the campaign, ensuring that all planned activities stay within the indicative timeline.

Conduct behavior change campaigns/activities in the selected cities
Organize at least three communication and awareness events on various topic related to plastic consumption and solid waste management at local level;
Provide at least three basic training sessions on behavior change to key local stakeholders and community associations and leaders. Each training session will involve 100 participants representing major groups of local stakeholders;
Negotiate advertising space and airtime (online, broadcast and print) to reach the target audience.
Develop a press kit including general and event-specific press releases and success stories/case studies, as needed.

Monitoring, evaluation and reporting of activities
Design the short and long-term monitoring and evaluation activities to measure the impact of the campaign;
Conduct field visits to review pilot activities and capture good practices and/or lessons learned for dissemination through website, promotional materials and media as necessary;
Document and report activities highlighting progress, achievements and success stories of the project.

Suggested methodology

The campaign will be conducted by an NGO/Communication Firm which is expected to collaborate with media, private sector and civil society. The selected NGO/ Firm will be expected to develop a proposal with detailed schedule and methodology for the design, implementation, monitoring and reporting of the behavior change campaign.

The NGO/ Firm will elaborate clearly the plan for training, criteria for assessing the results which could be used to set targets for the campaign plan and indicators for monitoring and evaluating the project activities. In addition, the proposal will incorporate also the report and database structures; and survey toolkits including packages of questionnaire and guiding questions for interview and focus group discussion.

Finally, the proposal will be developed with evidence-based approach, ensuring the participation of key stakeholders. This will clearly state out the communication channels, activities, messages per different phase and particular timeline, cost estimates for implementation. It will also incorporate the quantitative indicators for measuring the project impacts.

GGGI’s Mission and Approach

The Global Green Growth Institute (GGGI) was established as an intergovernmental organization with the objective of promoting sustainable development of developing and emerging countries including the least developed countries. GGGI is dedicated to support the creation and diffusion of an economic growth model of known as “green growth”. The green growth model integrates economic growth, environmental sustainability, poverty reduction and social inclusion.

Senegal has been a member of GGGI since November 2014 and for next 5-10 years its principal strategic focus are the successful implementation of policies to sustain strong macroeconomic growth and catalyze structural changes that targets poverty reduction and social inclusion. The Government of Senegal (GoS) recognized the need for change and adopted a very ambitious development strategy called “Plan Senegal Emergent” (PSE), to make Senegal an emerging country by 2035. The GoS, as outline in its National Determined Contributions (NDC), is aware of the importance of integrate the green growth approaches within its economic growth strategies. Taking stock from 2016 planned deliverables, the interventions in the 2017-2018 biennium program period supported the efforts in a number of strategic areas including Green Cities Development. Building on GGGI’s lessons learned in other countries and based from the current development priorities of the GoS as well as some of the ongoing green city initiatives of key development partners in the country, GGGI will accompany the Government of Senegal in the implementation of Green Secondary City Project, starting with three pilot cities in 2019.

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Job Features

Instructions for how to applyVisit
Closing date for applications6th December 2019

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