81275975-Integrated Communication Campaign Support for ReNOKA, the National Programme for Integrated Catchment Management in Lesotho

Kurze Beschreibung

Lesotho is a country in Southern Africa with a population of about 2.1 million. 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.

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.

A brand strategy to communicate integrated catchment management to the public in Lesotho and the wider region was developed under 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.

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:

- 12 campaigns that raise awareness of ICM and contribute to measurable behaviour change among stakeholders at community and national level in Lesotho

- 6 public awareness raising activities on the importance of ICM in Lesotho for sustainable water security in the Orange-Senqu basin

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.