National Consultant (For technical guidance in ‘Meena Communication Initiative’); Dhaka; Bangladesh

Contract

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UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

How can you make a difference?

Background

The 1990s were declared the ‘Decade of the Girl Child’ by SAARC. In response to this declaration, UNICEF Bangladesh was pioneer in creating the Meena Communication Initiative (MCI) as a regional response to challenge discrimination against girls and to advocate for and promote their potential. The vision of Meena was to develop a charismatic regional character who could become a symbol and role model for South Asian girls. Four South Asian countries – Bangladesh, India, Nepal, and Pakistan participated in the MCI based on the similar contextual challenges faced by girl children. The goal of MCI was to promote the Rights of Children and support their implementation and realization, with special focus on female children in South Asia; this in order to improve their status and develop their potential by influencing and supporting social and behavioral development/ behavioral change. The MCI is an example of an entertainment-education strategy, which uses popular entertainment tools to bring about behavioural and social change for children.

MCI represents a significant achievement for UNICEF in Bangladesh as well as an enduring resource with possible further potential. Making her debut in 1991, Meena’s popularity base now extends into the second generation. The majority of children who know Meena can cite some of the Child Rights’ issues she stands for.[1] The ‘Evaluation Report on Meena Communication Initiative in Bangladesh, March 2004 revealed that ‘Meena as a brand character was recognised by 97% of urban children and adolescents and 81% of children and adolescents in rural areas in Bangladesh, with a large percentage able to cite several key messages.[2]’

Following a period of major materials development and production, the MCI moved into scaled implementation from 1998 onwards. The use of national television plus radio to broadcasts Meena episodes gave the initiative a nationwide reach across Bangladesh. In all, 57 different types of Meena communication and promotional material, including 22 films, comic books, story books, posters, T-shirts, gift items etc. have been produced, sold, and distributed. There is also an extensive range of print and audio materials documented as an inventory. Until 2000 Meena episodes were screened six days a week on Bangladesh Television network free of cost. Meena materials were used and adapted within a range of government and Civil Society interventions, particularly in the education sector.

After two decades of programming in Bangladesh, the Meena Communication Initiative’s the momentum has tapered off with an outlook of a bleaker future except the momentum is rejuvenated. Over the years, the efficiency of implementation has recorded a sustained downturn. From being in the forefront of UNICEF’s communication agenda, Meena is now relegated to the background. The level of drive and energy that were seen in the 1990s has greatly reduced.

In 2019, an evaluation and formative study on Meena Communication Initiative (MCI)has been conducted in 2019 considering the long gap of Meena communication approaches and tools to identify the scopes or revitalisation of MCI, explore the expectations of stakeholders and to get an approach note to enhance MCI in contemporary era. The study was conducted in 6 districts under 3 divisions through mixed method and the findings reflected the ‘Meena’ is still quite popular and being watched and followed to this day, not just by children, but by their guardians as well, and Children still learn from Meena about variety of social and behaviour change issues including health, hygiene, gender equality, importance of education, child marriage, child labour etc. “Meena” has become a household name in Bangladesh and Meena has been able to initiate and sustain the change in social behaviour patterns that it was focused to address. The evaluation has provided strategic recommendations and operations recommendations which indicates that ‘Revitalisation of Meena’ should develop a strategy and action plan with defined set of objectives based on vision and mission that directs the scope of work, and outline accountability framework for future endeavour.

In view of the above, UNICEF Bangladesh is seeking to engage a senior national consultant to conduct a desk review of the available resources and research findings on ‘Meena Communication initiative’ and to have wider consultation within Bangladesh and regional focal, and to develop a strategy and action plan on the MCI in current context. The consultant with experience in UNICEF and in Social and Behaviour Change/C4D along with working with child-to-child communication approach, and strong strategic conceptualization and articulation skills is required for facilitating the development of this important strategy and action plan.

Purpose of Activity/Assignment:

SBC section of UNICEF intends to hire a national consultant to develop a Meena Communication Initiative implementation strategy and action plan through a desk review, consultation, and participatory process. The recruitment will follow the competitive process.

The major duties and responsibilities of this consultancy are to:

• Conduct literature/desk review and develop an inception report and concept note on moving the Meena Communication Initiative forward
• Conduct a consultation with UNICEF Programme sections /relevant stakeholders to understand the existing and emerging needs and opportunities for Meena communication in reflection to the study findings on MCI
• Develop a Meena Communication strategy that is informed by the desk review findings and outcome of the consultations and proposed implementation plan including a guideline to support UNICEF and creative partners for producing Meena series.

Major Work/Tasks:

• Literature/ resources on MCI collection
• Conduct desk review of MCI resources
• Conduct literature/desk review and develop an inception report and concept note on moving the Meena Communication Initiative forward
• Consultation with UNICEF Programme sections
• Consultation with relevant stakeholders (external) from counterparts, CSOs and *children of age 6 to 10 years (as per UNICEF policy)
• To identify and document the existing and emerging needs and opportunities for Meena communication
• Develop draft strategy and implementation plan on MCI that is informed by the desk review findings and outcome of the consultations and share with internal and external stakeholders for inputs
• Finalize ‘Meena Communication strategy’ and proposed implementation plan as per the inputs from stakeholders and prepare a guideline to support UNICEF and creative partners for producing Meena series.

Deliverables & Timeframe:

1. Inception report and concept note on moving the Meena Communication Initiative forward along with individual Work plan for the core deliverable – 30 days
2. Summary report after identification of existing and emerging needs and opportunities for Meena communication based on consultations and existing evidence Consultation. – 28 days
3. Meena Communication strategy’ that is informed by the desk review findings and outcome of the consultations and proposed implementation plan including a guideline to support.
   • Guidance Note for UNICEF and stakeholders for producing Meena series – 40 days

[1] Baseline study by RCS Ltd, Dhaka (1999)

[2] Bangladesh MCI Evaluation (March 2004)

To qualify as an advocate for every child you will have…

• An advanced university degree (Master’s or higher) in social and behavioral science, sociology, anthropology, psychology, education, communication, development studies or other related field.

• Given the complexity of the assignment, a senior national consultant with experience in entertainment education and child to child communication approach with reputed organizations and in developing similar assignments

• Sound knowledge on different social issues preferably Behavioral and Social Norms related issues and communication with communities, advocacy, and multi-stakeholder partnership issues in the Bangladesh context.
• Required understanding of gender equality and gender issues including current programming and research.
• Demonstrated experience of working in SBCC/C4D related field in undertaking child rights based inclusive programming, inclusiveness, disability and other global human development priorities, piloting, and evidence generation.
• Understanding of child participation, entertainment education based innovative media communication interventions, channels of influence, community-based communication and participatory programme.
• Relevant experience in related areas in a UN system agency or organization and experience in managing multi-stakeholder partnerships.
• A minimum of 8 years of professional experience in the field of social development programme planning, behaviour change communication and advocacy.
• Excellent organizational skills and ability to handle and complete multiple assignments with competing deadlines.

Language Requirements

• Fluency in written and verbal Bangla and English

Other requirements

• High level of Integrity and commitment to responsibilities.
• Conceptual ability, negotiating, communication and advocacy skills.
• Familiarity with UNICEF systems is an asset.

For every Child, you demonstrate…

UNICEF's values of Care, Respect, Integrity, Trust, Accountability, and Sustainability (CRITAS).

To view our competency framework, please visit here.

UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment.

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

Remarks:

Only shortlisted candidates will be contacted and advance to the next stage of the selection process.

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws.

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.