81310068 - TV-Campaign "Cultivating Sustainable Futures in Kenya"

Kurze Beschreibung

The two GIZ Projects commissioned by the German Federal Ministry for Economic Cooperation and Development (BMZ), "Youth Employment in the Agri-Food Sector in Western Kenya (YEA)" and "Soil Protection and Rehabilitation of degraded soils in Western Kenya (ProSoil)", are implemented together in Western Kenya. Both projects implement activities in the counties of Bunomga, Kakamega, and Siaya. The Youth Employment Project additionally implements activities in Kisumu and Vihiga Counties. The lead political partner for both Projects is the Kenyan National Ministry for Agriculture and Livestock Development (MoALD). While YEA focuses on strengthening sustainable income and employment opportunities for young people, especially women, in the agricultural and food sector in Western Kenya, ProSoil focuses on promoting agroecological approaches for sustainable, climate-smart soil protection and rehabilitation at scale.

ProSoil mainly targets smallholder farmers through training on sustainable soil management and agroecological practices. YEA targets young farmers (18 to 35-year-olds) and Agri-based micro, small and medium enterprises (MSMEs) owners and employees. The agribased MSMEs include both company founders and established micro and small businesses in the agri-food sector. Both projects acknowledge women as a special target group, supporting them in ensuring their rights, resources, and representation.
Both projects collaborate on promoting agri-food MSMEs and start-ups driving the transformation of the Kenyan agricultural and food sector. Examples include companies contributing to import substitution of agricultural inputs (e.g., organic fertiliser production), supporting climate resilience (e.g., commercial production of climate-adapted planting materials, conservation agriculture tools), or promoting organic farming (e.g., soil-conserving mechanisation services).
The structure of the projects by outputs is as follows:

ProSoil YEA
Output 1: Support the broad implementation of agroecological measures for sustainable and climate-smart soil protection and rehabilitation (agricultural extension services, soil conservation and improvement measures, awareness raising). Output 1: Strengthen the institutional and personnel capacities of governmental and non-governmental actors to manage and implement the County Youth Agribusiness Strategies with focus on public-private exchange formats for developing solutions to increase youth employment in the agri-food sector.

Output 2: Improve the political, institutional and social anchoring of soil protection and soil rehabilitation on county and national level. This includes support to an inter-ministerial working group chaired by MoALD and supporting the agricultural authorities in the three counties in the development of district-specific policy documents on the management of agricultural soils. Output 2: Improve young farmers' access to sustainable agricultural production resources, including knowledge, inputs, services, networks, and access to land. The project also supports climate adaptation and inclusive contract farming approaches, increasing young people's access to land and utilizing digital solutions and gender-sensitive advisory formats.

Output 3: Promote learning experiences and innovations in soil protection and soil rehabilitation within the country and beyond. Output 3: Strengthen the entrepreneurial skills of young entrepreneurs and start-ups in the agricultural and food sector, focusing on MSMEs and start-ups with high market potential.

Output 4: Promote the attractiveness of the agricultural and food sector as an inclusive, modern, and lucrative source of income and employment for young people. The project supports implementing media, digital, and physical learning formats, highlighting successful young role models and addressing climate-resilient transformation and gender norms.

Beschreibung der Beschaffung

The module contributes to the ecologically, economically, and socially sustainable transformation of Kenya's agricultural and food sector. Its strategy focuses on sub-sectors and interventions with high potential for creating sustainable income and employment opportunities for young people and increasing the food system's resilience.
The project utilizes products and services from digital companies to improve the efficiency and reach of its funding approaches and supported companies. Kenya, known as the Silicon Savannah of East Africa, has a dynamic and creative digital technology sector with many digital start-ups led by young people.
Module objective:
Sustainable income and employment opportunities for young people, especially women, in the agricultural and food sector in western Kenya are strengthened.

The Contractor contributes to achieving the objectives and indicators listed below.
Module objective indicator 5
The assessment of income and employment opportunities in the agricultural and food sector for young people, especially young women, has improved among the population in western Kenya.
Base value: 1 point (average of the assessment of the baseline survey); target value: 3 points of the assessment (12/2025).
Output 4: Young people in Western Kenya are engaged through media, digital and physical learning formats that promote the attractiveness of the agri-food sector as an inclusive, modern and lucrative source of income and employment.

Output indicators:

4.1 5 gender-sensitive, media-based, digital or physical learning formats to present the income and employment potential of the agricultural and food sector for young people (one of which focused on land access, climate change adaptation and gender transformation) were implemented.
Baseline value: 2 learning formats (as part of the predecessor project) Target value: 5 learning formats; (12/2025)

4.2 40,000 people in western Kenya were reached through media, digital or physical learning formats to promote the agricultural and food sector.
Base value: 25,000 people (under the previous plan) Target value: 40,000 people (12/2025)

The contractor is responsible for providing the following work package:

Work package 1: (part of Output 4)
Agri-Jobs 4 Youth, ProSoil and ProSilience jointly want to further leverage the power of TV to provide (young) farmers in Western Kenya and beyond with practical knowledge and innovative techniques to improve their farming systems, make them more business oriented and help shape their farms in a resilient way.
Agri-Jobs 4 Youth has already made significant efforts to engage young people offline and online and change how they think about themselves & their potential in the agri-food sector and the way they practice agriculture through media such as podcasts, comic books and social media campaigns. This has historically supported by the ProSoil Team on specific topics. For this assignment, the partnership shall be extended and further aligned more strategically.

The TV campaign Cultivating Sustainable Futures in Kenya shall support the audience in adapting to changing weather patterns, commercializing their farming businesses, and rethinking gender stereotypes. Since Television is a highly trusted source of agricultural information for audiences in Kenya and has a large potential for outreach.

- Television is an effective medium for reaching a large audience, especially in rural areas where access to the Internet or other forms of media may be limited. Here's why it's a suitable format for a drama series.

- Mass Reach: TV has the potential to reach millions of viewers across diverse demographics, making it an ideal platform for raising awareness about opportunities Visual Representation: Television allows for visual representation of agricultural practices, landscapes, and lifestyles, providing audiences with a vivid portrayal of the sector's opportunities and realities.

- in the agri-food sector among large audiences in Kenya.

- Educational Value: Beyond entertainment, TV can serve as educational tool, imparting valuable knowledge and information about agricultural techniques, entrepreneurship, and gender equality in an engaging and accessible manner.

- Continued Engagement: A serialised format enables ongoing engagement with the storyline and characters, encouraging viewers to follow their journey over multiple episodes and seasons, thereby deepening their connection to the subject matter.

- Emotional Engagement: TV dramas can evoke empathy and emotional resonance through compelling storytelling and character-driven narratives, fostering greater understanding of the challenges and triumphs experienced by young farmers.

Objectives & Key Messages
The core themes and key messages shall be delivered to the target audience (TV Viewers) in two ways: technical features and drama-based features of 5-8 minutes duration each. The technical features are ideally filmed on a farm with technical experts conducting a practical demonstration related to the theme and key messages of the specific feature. The drama-based concept shall take the audience on a journey over a period of time, following a set of fixed characters experiencing and overcoming the challenges of entrepreneurial agriculture and starting up a business.

Liste und kurze Beschreibung der Auswahlkriterien

Wirtschaftliche und finanzielle Leistungsfähigkeit: 1. Average annual turnover for the last three years (last-but-four financial year can be included in case of tenders held within 6 months of end of last financial year), at least: 500000 EUR

2. Average number of employees and managers in the last three calendar years, at least 5 persons

Liste und kurze Beschreibung der Bedingungen

Eignung zur Berufsausübung: 1. Self-declaration: name of company and address, tax ID, registration and commercial register number or equivalent register in accordance with the legal provisions of the country of origin.
2. No grounds for exclusion pursuant to § 123, § 124 GWB, § 22 LkSG
3. Declaration of bidding consortium and/or declaration of subcontractors (if applicable)

Liste und kurze Beschreibung der Auswahlkriterien

Technische und berufliche Leistungsfähigkeit: 1. The technical assessment is only based on reference projects with a minimum commission value of 60000 EUR.

2. At least 3 reference projects in the technical field TV Production related to agricultural topics of which at least 3 reference projects in the region Eastern Africa in the last 3 years.

Genaue Informationen über Fristen für Überprüfungsverfahren

According to Article 160, Section 3 of the German Act Against Restraint of Competition (GWB), application for review is not permissible insofar as
1. the applicant has identified the claimed infringement of the procurement rules before submitting the application for review and has not submitted a complaint to the contracting authority within a period of 10 calendar days; the expiry of the period pursuant to Article 134, Section 2 remains unaffected,
2. complaints of infringements of procurement rules that are evident in the tender notice are not submitted to the contracting authority at the latest by the expiry of the deadline for the application or by the deadline for the submission of bids, specified in the tender notice.
3. complaints of infringements of procurement rules that first become evident in the tender documents are not submitted to the contracting authority at the latest by the expiry of the deadline for application or by the deadline for the submission of bids,
4. more than 15 calendar days have expired since receipt of notification from the contracting authority that it is unwilling to redress the complaint.
Sentence 1 does not apply in the case of an application to determine the invalidity of the contract in accordance with Article 135, Section 1 (2). Article 134, Section 1, Sentence 2 remains unaffected.