Terms of Reference

Provision of Photo-essay, Video and Social Marketing

Background

Health Poverty Action (HPA) is a British-based NGO with primary focus on health and development. In Myanmar, HPA is implementing a health system strengthening project in ethnic areas supported by Takeda. This grant is aimed to strengthen Ethnic Health Organization (EHO) Health System with four pillars including strategic purchasing, Human Resources for Health (HRH), Community Demand generation and Logistic and Supply Chain Management (LSCM). HPA and our consortium partner CPI, will jointly deliver the results for the first 3 pillars and another organization, Zenith, will be responsible for LSCM.

The project also includes activities related to Communication under Community Demand Generation. HPA will further enhance the communication activities for the youths through additional trainings and initiatives. These include behavior change and effective messaging training, public campaigns and social marketing tools, community theatre training, and video competitions. In addition, some activities related to the communication initiatives and community engagement activities such as theatre performances will be supported. These activities aim to engage the community, facilitate behavior change, and create a sense of ownership and participation in health-related activities.

By integrating these communications activities into the project, HPA aims to empower communities, particularly youth and women, to actively participate in decision-making, health promotion, and holding service providers accountable. These efforts contribute to building a sustainable and trusted health system in the project areas.

Purpose of the Training on Photo-essay, Video and Social Marketing

Communication activities such as photo-essay, videos, and social marketing play a critical role in community demand generation by enhancing engagement, education, empowerment among target populations. These activities impact community demand generation in the following ways, particularly in health-focused projects including health system strengthening:

Photo-essays

Photo-essays are powerful tools for storytelling, allowing complex issues to be conveyed in a visually engaging manner. In the context of health system strengthening:

·        Awareness and education: They can highlight critical health issues, document community needs, and showcase interventions, making the abstract more concrete and relatable.

·        Emotional Engagement: By capturing human elements and the real-life impact of health programs, photo-essays can evoke emotional responses, driving home the importance of active participation in health initiatives.

·        Documentation and Transparency: They serve as a record of progress and challenges, helping to maintain transparency about the work being done, which is crucial for building trust with the community.

Videos

Videos are versatile tools that can reach a broad audience with dynamic content:

·        Information Dissemination: Videos can simplify complex health messages, making them accessible and understandable for people of all ages and educational levels.

·        Engagement and Recall: The audio-visual format can be more engaging than text-based content and can improve message retention, which is critical for behavior change.

·        Reach and Scalability: Videos can be shared widely, including through social media platforms, increasing their impact beyond the immediate community to a regional or even global audience.

Social Marketing

Social marketing leverages marketing principles to influence behaviors that benefit individuals and communities:

·        Behavior Change: By promoting health-positive behaviors through well-crafted campaigns, social marketing encourages individuals to adopt healthier lifestyles or seek health services.

·        Community Norms: Effective social marketing can help shift community norms and values towards more health-positive attitudes, which is essential for long-term change.

·        Targeted Messaging: Campaigns can be tailored to specific demographics, such as youth or women, focusing on the most relevant and impactful messages for each group.

Integration into Health System Strengthening

Integrating these communication activities into HPA’s health system strengthening project helps:

·        Generate Demand: By raising awareness and educating the community, these tools help increase demand for health services offered by the project.

·        Empowerment and Participation: They empower community members, especially youth and women, to participate actively in health-related decision-making and advocacy.

·        Sustainability: By building knowledge and changing behaviors, these communication strategies support the sustainability of health improvements and the overall health system’s resilience.

In summary, communication activities like photo-essays, videos, and social marketing are essential for amplifying the impact of health programs. They facilitate a deeper connection with the community, enhance the understanding of health messages, and foster a supportive environment for sustainable health practices.

Scope of Work

HPA is seeking an experienced trainer or training team to design and conduct participatory training of photo-essay creation, video production, and social marketing strategies. The trainer/team will be responsible for the following key tasks:

Training Design and Delivery

·        Develop a comprehensive training program tailored to the specific needs of the project, focusing on enhancing skills in photo-essay, video production, and social marketing.

·        Conduct interactive and participatory training sessions, ensuring active involvement and engagement of participants to maximize learning outcomes.

Video Competition Organization

·        Organize and facilitate a video competition as part of the training program. This competition should encourage participants to apply their newly acquired skills in a practical and creative manner.

·        Provide guidelines and criteria for the competition to ensure clarity and fairness in the evaluation of submissions.

Screening and Evaluation

·        Conduct a screening of the videos produced during the competition, assessing them based on predefined criteria that reflect both technical quality and the effectiveness of the messaging.

·        Offer constructive feedback and scoring for each video, highlighting strengths and areas for improvement to aid participants in their ongoing development.

Outcome Reporting

·        Prepare and submit a concise report detailing the outcomes of the training and the video competition. The report should include an evaluation of participant engagement and skill acquisition, as well as an analysis of the potential impact of the produced content on community demand generation.

·        Provide recommendations for future training and communication activities based on the insights gained during the sessions.

The trainer/team will work closely with HPA staff to ensure that the training content aligns with the overall objectives of the health system strengthening project and effectively contributes to the empowerment and engagement of the target communities, particularly focusing on youth and women.

Training Arrangement

·        Number of trainings: One (face-to-face, or virtual)

·        Duration: 3-5 days (full day, depending on the discussion)

·        Participants: 10 + participants

·        Language: Chinese (preferrable)

·        When: May 2024

Deliverables

The trainer or training team engaged for the provision of photo-essay, video, and social marketing training will be expected to produce the following deliverables:

·        Training Program Design: An effective, culturally and locally adapted training program design that incorporates participatory methods to actively involve participants and address their specific learning needs.

·        Training Materials: Comprehensive training materials and aids that are suitable for a diverse audience, such as visual aids, audio materials, detailed presentations, and printed worksheets. All materials should be high-quality and tailored to enhance understanding and retention.

·        Training Execution: Conducting the training sessions as per the agreed schedule, ensuring high engagement and participation from all trainees. Documentation of attendance and participant feedback during the sessions should also be provided.

·        Video Competition Management: Organize and management of the video competition, including the development of competition guidelines, monitoring of entries, and coordination of the evaluation process.

·        Produced Content: A collection of photo-essays and videos produced by the participants during the training, demonstrating their skills and understanding of the taught concepts. This content should be suitable for use in HPA’s ongoing communication efforts.

·        Reporting: Timely preparation and submission of detailed report summaries after the conclusion of each training session. These reports should include an evaluation of the training outcomes, participant feedback, and an analysis of the video competition results. A final comprehensive report summarizing the overall program delivery, outcomes, and recommendations for future initiatives. This report should also assess the effectiveness of the training in achieving the project’s goals and its impact on community engagement and demand generation.

Qualification of the Trainer

The trainer of training team must possess the following essential skills, knowledge, and experience to ensure effective delivery of the photo-essay, video production, and social marketing training:

Essential Qualifications:

·        Technical Expertise: Demonstrated experience and knowledge in the technical areas relevant to the training program, including photo-essay creation, video production, and social marketing.

·        Experience in Training and Capacity Building: Proven experience in developing and delivering training materials and capacity-building programs, including the ability to create and utilize a variety of educational tools and aids tailored to the needs of diverse audiences.

·        Communication Skills: Strong ability to communicate complex technical subjects effectively in both written and oral forms to audiences with varying degrees of technical knowledge and skills.

Preferred Qualifications:

·        Public Health Experience: Practical experience in public health initiatives, with an emphasis on community engagement and demand generation. Experience in health system strengthening projects will be highly regarded.

·        Cultural Competence: Sensitivity to and experience with working in diverse cultural settings, particularly in regions similar to where the project is implemented. Understanding local languages, customs, and social norms would be advantageous to facilitate deeper engagement and ensure the relevance of the training content.

·        Innovative and Adaptive Teaching Methods: Proficiency in employing innovative and adaptive teaching methods that cater to different learning styles and environments. The ability to integrate multimedia and interactive content into training sessions is preferred to enhance participant engagement and learning outcomes.

Additional Assets:

·        Monitoring and Evaluation Skills: Skills in monitoring and evaluating training programs to assess their effectiveness and make necessary adjustments. This includes the ability to collect and analyze feedback from participants and other stakeholders to improve future training initiatives.

Payment Schedule

The selected trainer will receive 50% of payment before the training upon submission of the training design, agenda, pre-training homework assignments (if available), and high-quality training materials and aids (such as visual, audio, presentation, printing of worksheets, etc.), and 50% of payment upon submission and approval of the final report by HPA.

Required Information from the Trainer

·        A technical proposal including an outline of the proposed methodology, a detailed training schedule/workplan within a timeframe.

·        A profile/CV of the trainer or training team.

·        Proposed budget including the trainers’ fee by days. If the training will be conducted virtually, other costs including travel, food and accommodation shouldn’t be included.

·        To sign and complete the provided files as attached:

o   Supplier Profile and Registration Form (if company)

o   Tender Document Delivery/Collection Form

o   Tender Document Receipt Form

o   General Conditions of Contract for Procurement of Goods or Services

o   HPA Code of Ethics

Please send the requested file to arthur.lee@healthpovertyaction.org.cn