Beschreibung der Beschaffung
Lesotho is a lower-middle-income country in Southern Africa with a population of about 2.1 million that is ranked 160th out of 188 countries in the 2016 UN Human Development Index. The unique geographic location, high altitude, and pristine natural quality of its mountain areas position Lesotho as the "water tower" of Southern Africa. Lesotho contributes 40% to the annual run-off in the Orange-Senqu basin, which provides water to large parts of South Africa, Lesotho, Namibia and Botswana. This makes the protection and sustainable use of Lesotho"s water resources a priority, not just for the country itself but for all riparian states of the Orange-Senqu river basin.
Due to unsustainable land user patterns and insufficient natural resource governance, Lesotho has suffered severe land degradation for many decades. The uncontrolled land degradation is not only affecting water resources and human livelihoods but is increasingly threatening essential infrastructure such as dams, roads and buildings. Climate change presents an aggravating factor, causing erratic rainfall, periodic flooding and drought. Without changes in current water management practices, improvements of environmental protection and the development of sustainable water infrastructure, there will be considerable problems for water availability and resilience against droughts and floods in large parts of Lesotho and the region.
The Government of Lesotho, with support from the European Union and the German Federal Ministry for Economic Cooperation and Development, has embarked on an ambitious national programme for Integrated Catchment Management (ICM). Its aim is to rehabilitate degraded watersheds across the country and to put in place prevention measures that will halt the further degradation of Lesotho"s catchment areas.
The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH has been commissioned by the European Union and the German Federal Ministry for Economic Cooperation and Development to implement a technical cooperation project to support Integrated Catchment Management in Lesotho. The overall objective of the project is that "Integrated Catchment Management facilitates socio-economic development and adaptation to climate change in Lesotho".
As catchment degradation is caused to a large extent by individual human behaviour, a social and behavioural change strategy is a key component to address catchment degradation. The GIZ support to integrated catchment management in Lesotho therefore includes a key activity to broaden awareness and create campaigns that demonstrate how human behaviour is linked to the deterioration of catchments. These campaigns reflect social and behavioural change communication (SBCC) interventions that combines elements of interpersonal communication, social change, mass media, community mobilization activities, and advocacy to support communities, institutions and countries to adopt and maintain high-impact catchment practices.
Together with stakeholders in Lesotho, a brand strategy to communicate integrated catchment management to the public in Lesotho and the wider region was developed, alongside a corporate identity guide and other related documents. The brand strategy uses the name ReNOKA which means "we are a river" in Sesotho. It highlights the principles of co-custodianship based on broad participation and shared responsibility between stakeholders.
To develop successful behavioural interventions within the framework of the social and behavioural change strategy, the programme works in partnership with a non-profit organisation specialising in behavioural science. This organisation will diagnose context-specific behavioural factors that might be preventing the desired behaviours from materializing. The insights gained from the diagnosis are supposed to feed the communications activities to make successful behaviour change more likely.
The contractor contributes to the output 3 of the project: "Awareness, skills and knowledge of public, private sector and civil society for sustainable ICM are strengthened" and is responsible for the achievement of the respective output indicators:
- Number of campaigns that raise awareness of ICM and contribute to measurable behaviour change among stakeholders at community and national level in Lesotho (baseline 2020: 0 activities / target 2023: 12 at local level in the sub-catchment areas support by GIZ, 3 at national level)
- Public awareness raising activities on the importance of ICM in Lesotho for sustainable water security in the Orange-Senqu basin (baseline 2020: 0 / target 2023: 6 awareness raising activities)
The contractor is responsible for providing the following work packages:
Work package 1: Strategy and creative formulation of all communication campaigns under ReNOKA in support of GIZ Awareness Campaign Adviser and National ICM Coordination Unit, including identification of campaign themes, appropriate messages and messengers, target groups and mediums for communication.
Work package 2: Content development, production and placement for the agreed communication campaigns across all media platforms and community engagement formats.
Work package 3: Monitoring and evaluation of the effectiveness of the communication campaigns, incl. setting suitable KPI, monthly reports on media monitoring and audience engagement, continuous refinement of messages and formats to improve campaign effectiveness.