1. Background:
GROW is a scale up of the successful project named Improving Health and nutrition of Vulnerable Women and Children in Ethiopia and Zimbabwe (2012 – 2014) funded through the Muskoka Initiative Partnership Program. The GROW project is part of the Government of Canada’s commitment to improve the health of mothers, newborns and children and is funded by the Ethiopia Development Division (WEF). GROW also forms part of CARE Canada’s Sub-Saharan African Nutrition Program, which includes the GROW project along with the Southern African Nutrition Initiative (Malawi, Mozambique, Zambia) funded through the Partnership for Strengthening Maternal, Newborn and Child Health.
Grow project will be working to improve nutritional status of mothers and children under 5 in the implementation areas which will also show the relationship between nutrition, agriculture in terms of access and diversification, wash in terms of hygiene and sanitation and also gender equality. Care implements the project in Oromia and Afar regions of Ethiopia. In Oromiya East and West Harargie zones in 12 woredas and in Afar 2 woredas in total in 164 kebeles.
CARE Ethiopia is planning to produce videos of gender sensitive nutrition messages in the form of ground its vision of transforming the nutrition and gender dynamics of its project beneficiaries in Afar region-Gewane-Woreda. The Video is designed to reinforce project’s key nutrition and gender activities, hence calls for a ground breaking change in the lives of women factory workers in pastoralist context.
Accordingly, the film will outline the following areas:
ü Pregnant women nutrition and balanced diet
ü Importance of exclusive breast feeding for the first 6 month
ü Optimal complementary food preparation when the baby is 6 month old
ü Pre lacteal feeding
ü Meeting nutritional needs by producing and consuming of animal source food
Scope of the work
According to the script, in consultation with CARE Ethiopia, videos will be produced and pre testing on the drama/theatre will be done and comments from primary/secondary audience will be entertained before making final production. When CARE approves the drama/theatre final form, the production will deliver final CD according to the agreed schedule.
The person to be involved in the development of the drama/theatre will consider the particularities of the audience according to the context of the intervention areas and/or region. These may include: culture, norms, religious, education level, etc. in the process of developing the drama/theatre. In general, the quality of the drama/theatre will be reviewed from the following measures:
E Comprehension:
v Clarity of the content of the drama/theatre (clear and complete message and appropriate language).
v The presentation of the contents of the drama/theatre (simple and single idea depending on thematic area)
v Include only information that enables the audiences to follow the message
v Use words and phrases familiar to the target audiences
E Attractiveness:
v The drama or theatre should be attractive.
E Acceptance:
v The drama or theatre messages need to be acceptable,
v The drama or theatre messages should not contain something that offends audiences,
v The drama or theatre should be believable, should not trigger disagreement.
E Involvement:
v The target audience should recognize that the message is directed toward them.
v All elements of the drama or theatre should reflect the characteristics of the target audiences.
E Call to action:
v The drama or theatre should clearly indicate what the audiences need to do.
v The drama or theatre should ask, motivate, or induce audiences to carry out particular actions.
v The drama or theatre should bear a do-able message.
In general, quality drama or theatre stresses the most compelling benefit; generate trust, and appeals to the audience. Hence, the quality of the drama or theatre should be maintained as much as possible taking the above elements in to consideration.
Message: The drama or theatre will be prepared in Afari with English Subtitle.
Pre Testing Spots: The draft the film/theatre will be pre tested with the involvement of the intended audiences before final production. Pre testing should be done in such a way that it can bring effectiveness. The purpose of the pre testing is to find out if the audience of the program understand and accept the drama or theatre and its message before that drama or theatre are produced as final form. Hence, the recorded drama or theatre will be pre tested in Gewane Woredas of sampled Kebele. Accordingly, the reflections of the target audience will be incorporated in the revised drama or theatre and final production will be made then after. When doing pre testing of the drama or theatre, the production should check:
Method of Pretesting: focus groups discussions with number of respondents 10-12 per group will participate after the completion of the film/theatre. Women and men groups to provide feedback independently and age category could be considered. At least two focus group discussions will be held in the Woreda.
The following deliverables are expected from the film production:
E Assess the artists are competent for the film which will be prepared
E Submit the pre-test production with comments and recommendation
E Broadcast the final audio visual CD according to the time schedule
E Hard copies of pre testing findings summary report for drama or theatre
E Delivery of the films shall be in different formats including full HD quality to the largest extent and web version.
E It is preferred that the film to be narrated in Afari with English and Amharic sub-title.
4. Documents
Bidders should submit the following documents as a part of their bid:
§ Detail Technical and Financial Proposal
§ The Company Profile
§ The Past Performance Record on Similar Works
§ Curriculum Vitae of professional staff to be engaged in the Work
§ Detail work schedule