I. Position Information
Title: Production of Mindset Change and Advocacy Media Campaign towards the “Promotion of
Non-motorised transport that is All-inclusive and Safe for all non-motorised road users including
pedestrians, school children, cyclist and disabled”
Department/Unit: UNDP, Inclusive Growth and SDGs
Reports to UNDP Officer in Charge, Inclusive Growth and SDGs.
Duty Station: Lusaka
Duration of Assignment: 10 consultancy effective Weeks
COA:
ACCOUNT
OP.
UNIT
FUND
DEPT.
PROJECT
IMPL.
AGENT
DONOR
Activity
ZMB
04010
38406
00116180
001981
00012
4
II. Background Information
The Pedestrian First Zambia project aims to promote stronger leadership in the public and the private
sector to advocate for more pedestrian/bicycle/wheelchair safe infrastructure throughout Zambia. It
also aims to change attitudes and priorities toward non-motorized transport (NMT). Enhancing
walkability in Zambia will contribute to the achievement of the SDGs reducing inequalities amongst
road users, enhancing liveable cities, decreasing air pollution and improving access to clean energy
and wellbeing for a healthier population. Safe walking and cycling infrastructure, not only will
decrease the cost of transport of the disadvantaged but also, it will, in turn, improve people’s health
and have positive benefits on economic productivity. The project will also be a catalyst for converting
Lusaka into a liveable city that will encourage business investment, especially in the tertiary and
service sectors, and contribute to reduced carbon emissions. Ultimately, this will contribute towards
transforming Zambia into a nation of healthy and productive people as outlined in the 2017-2021
7NDP.
The Pedestrian First pilot project activities in 2019 will be implemented in the city of Lusaka: then
funds permitting, extended to the other cities’ town and villages in Zambia. The project is focused on
accessibility, bicycle, wheel chairs and pedestrian transportation also referred as ‘walkability’. The
project will build capacity of local authorities, NGOs and private partners around sustainable
transport and take a holistic approach to solving non-motorized transport (NMT) challenges in
TERMS OF REFERENCE
Production of Mindset Change and Advocacy Media Campaign towards the
“Promotion of Non-motorised transport that is All-inclusive and Safe for all
non-motorised road users including pedestrians, school children, cyclist and
disabled”
Zambia. The project will work with a wide variety of stakeholders, including government, other UN
Agencies, civil society and private sector. A three-fold approach has been selected for this
programme:
1. To build capacity of stakeholders to strengthen the policy and legislative environment
2. To create inclusive partnership and alliance between public and private sectors to advocate for
sustainable transport and mobility; and
3. To support the development of physical infrastructure for safer non-motorized and efficient
public transport.
The project needs visibility to promote attitude change towards NMT network, including more
effective policies put in place by the government to improve safety for all road users. Government
through the Ministry of Transport and Communications (MOTC) has developed an NMT Strategy to
guide the implementation of high quality non-motorised transport systems in Zambia. The aim of the
NMT Strategy is to achieve improved access through sustainable transport modes including walking,
cycling, and public transport. The NMT Strategy for Zambia is consistent with the National Road
Traffic Safety Policy and Action Plan, which envision “a safe road network for all road users” in line
with the United Nation’s Decade of Action for Road Safety, which declared a goal of reducing road
fatalities by 50 percent by 2020.
The media campaign will enable other potential key partners including road users and donors to
rapidly and effectively grasp the impacts of national response activities to enhance safety and
accessibility of the road network by all users. The media campaign will be part of public awareness
and resource mobilisation initiatives towards NMT networks in Zambia. The campaign will create
awareness and visibility at individual, organisational and national level to promote an all-inclusive
NMT network for all road users.
It is for this reason that the Project is seeking a media consultant agency, either a registered individual
or a firm in Zambia, to conduct a media advocacy campaign to enhance attitude change towards
NMT network in Zambia for the safety of pedestrians, cyclists and disabled people.
III. Objectives of Assignment
1. Develop a media advocacy campaign/awareness (using social media, digital, TV signage) to
enhance attitude change towards NMT network in Zambia for the safety of pedestrians,
cyclists and disabled people.
2. Produce a documentary to enhance attitude change towards NMT network in Zambia for the
safety of pedestrians, cyclists and disabled people.
3. Develop a resource mobilization campaign for NMT in Zambia
4. Capture the most salient aspects of the already done projects in Zambia and promote the
visibility of these results among key stakeholders at national and international levels
5. To raise awareness and stimulate new perspectives on how the NMT advocacy project is
helping government, planners and road designers in Zambia improve and design for NMT
infrastructure
Summary of Operation
Methodology
The methodology will be developed by the consultant and presented in an inception report at a
meeting with the Ministry of Local Government, Ministry of Transport and UNDP. The inception
report will include the proposed approach for the assignment, a description of the process, the
methodology and implementation schedule. The consultant will finalize the contents of the inception
report after receiving feedback from the Ministry of Local Government, Ministry of Transport and
UNDP. The methodology is expected to include at least a literary review of existing market
assessments for opportunities in the mobility space and interviews with key stakeholders. Information
already produced by other development programmes and initiatives in NMT Zambia related
production is also expected to be utilized.
IV. Scope of work
Project Strategy/ Listing of Project Activities
The foundation of any public awareness campaign is a set of “Key Messages” core statements
repeated throughout all outreach efforts to ensure that the public hears and understands the
campaign’s purpose.
The NMT Policy, Advocacy and development key messages conveyed will be informative and
expressed in layman’s terms, defining “NMT” in user-friendly terminology. They will address the
following attitudes/behaviors:
1. How I am I contributing to the problem?
2. How can I be part of the solution?
3. What’s in it for Lusaka? E.g. Less traffic, zero pedestrian deaths
4. What’s in it for the environment?
5. How does my “small part” contribute to the whole?
6. How can I make the road safe for everyone?
7. Am I aware of the traffic rules that govern pedestrians on the road?
V. Expected Outputs and Duration of the Assignment
1. An Inception Report and Workplan for the media campaign clearly setting out the following:
2. A work-plan, schedule, documentary plan approved by the UNDP/MoLG teams
3. Activities to be undertaken in the media campaign process
- A list of media houses/spaces to be used for the campaign
- A list of locations for the placement of outdoor campaign
- Interview and focus group discussion tools/questionnaires
4. Produce three (3) social media videos (1 minute each) from the final product
5. A report of the consultative Planning Stage as required
6. Musical theme (copyright to CCD/CCCA)
7. Final script approved by UNDP/MoLG
8. Drafts for Reviews (maximum 3 reviews) of the final media campaign plan
9. Five (5) master tapes or DVDs of the final 10-minute film.
10. Surrender the raw video footage and still photos on two externals hard drives (2 terabytes each)
VI. Institutional Arrangements
Organizational Background, including the expertise and experience
Refer to the CVs submitted
VII. Duty Station
The assignment including works will be undertaken within Lusaka and will involve travel to possible
sites.
VIII. Deliverables and Payment Schedule
#
Description
Estimated time of
delivery from contract
commencement date
Payment percentage
1.
An Inception Report and Workplan
Within two weeks of
contract signing
20%
2.
Produce three (3) social media videos (1
minute each) from the final product
Within first Eight
weeks of contract
signing
20%
3.
Radio/Tv advert/discussion
Within Ten weeks of
contract signing
4.
A report of the consultative Planning Stage
as required
5.
Musical theme (copyright to CCD/CCCA)
6.
Final 10 minutes video/documentary that
incorporates the scripted information approved
by UNDP/MoLG
40%
7.
Drafts for Reviews (maximum 3 reviews)
of the final media campaign plan
8.
Five (5) master tapes or DVDs of the final
film.
9.
Outdoor Digital/Billboard Advert
10.
Surrender the raw video footage and still
photos on two externals hard drives
20%
IX. Qualifications and Evaluation Criteria
The following are the minimum qualifications and experience requirements:
•
The following are the required professional qualifications and experience:
•
The Team Leader assigned to work on this consultancy should have professional qualifications
in journalism, mass communication, media/ film production or related fields from any
recognised institution of higher learning;
•
The Team Leader assigned by the applying Firm should have more than 5 years post qualifying
experience in journalism, mass communication, media/ film production or related fields;
•
The firm should have demonstrated previous consultancy experience involving media
campaign, documentary production including editing, narration and reprographics of at least
three development organizations;
•
The Firm should have demonstrated understanding and working experience on NMT issues in
Southern Africa;
•
Team members should demonstrate ability to speak, interpret and translate local languages
spoken in the project areas
Prepared By:
Emmanuel Banda – Manager Pedestrian First Zambia Project
Approved By:
Jan Willem van den Broek – UNDP Officer in Charge, Inclusive Growth and SDGs
