United Nations Childrens Fund

48A, Primaverii Blvd.

011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

REQUEST FOR PROPOSAL (RFP)

RFP/ROMA/2014/003

17.03.2014

UNITED NATIONS CHILDREN'S FUND (UNICEF)

Wishes to invite you to submit a proposal for

Consultancy - Communication for development campaign on

preventing violence against children.
SEALED PROPOSALS should be sent to:
UNICEF ROMANIA - Operations,
48A Bd-ul Primaverii, sector 1,
Bucharest 011975
Mark on the outside of the envelope: RFP/ROMA/2014/003

IMPORTANT ESSENTIAL INFORMATION

The reference RFP/ROMA/2014/003 must be shown on the envelope containing the
Proposal and on the envelope containing the Price Proposal, as well as on the outer
packaging containing both envelopes.
The bid form must be used when replying to this request for proposal.
The Proposals MUST be received at the above address by latest on Friday, 11th of
April 2014, at 17:00.
Proposals received after the stipulated date and time will be invalidated.
It is important that you read all of the provisions of the request for proposal, to
ensure that you understand UNICEFs requirements and can submit a proposal in
compliance with them. Note that failure to provide compliant proposals may result
in invalidation of your proposal.
THIS REQUEST FOR PROPOSAL HAS BEEN:
PREPARED BY: Raluca Zaharia / Communication for Development Officer
(rzaharia@unicef.org, to be contacted for additional information, NOT FOR SENDING
OFFERS)

RFP-ROMA-2014-003 / page 1 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

BID FORM
THIS PAGE/BID FORM must be completed, signed and returned to UNICEF. Bid
must be made in accordance with the instructions contained in this Request for
Proposal.
TERMS AND CONDITIONS OF CONTRACT
Any Contract or Purchase Order resulting from this INVITATION shall contain
UNICEF General Terms and Conditions and any other Specific Terms and Conditions
detailed in this INVITATION.
INFORMATION
Any request for information regarding this INVITATION must be forwarded by email
to the attention of Ms. Raluca Zaharia (rzaharia@unicef.org) with copy to
bucharest@unicef.org, with specific reference to the invitation number
RFP/ROMA/2014/003
The Undersigned, having read the Terms and Conditions of RFP/ROMA/2014/003
set out in the attached document, hereby offers to supply the services specified in
the schedule at the price or prices quoted, in accordance with any specifications
stated and subject to the Terms and Conditions set out or specified in the
document.
Signature:
Date:
Name & Title:

_____________________________________
_____________________________________
_____________________________________

Company:

_____________________________________

Postal Address:

_____________________________________

Tel. No.:
E-mail:
Validity of Offer:

_____________________________________
_____________________________________
_____________________________________

Currency of Offer: RON

Please indicate after having read UNICEF Payment Terms which of the following
Payment Terms are offered by you:
10 Days, 3.0%______ 15 Day, 2.5%_______ 20 Days, 2.0%_________ 30 Days,
Net________
Other Trade Discounts: ______________________

RFP-ROMA-2014-003 / page 2 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

1.0 PROCEDURES AND RULES

1.1
ORGANISATIONAL BACKGROUND
UNICEF is the agency of the United Nations mandated to advocate for the protection of
childrens rights, to help meet their basic needs and to expand their opportunities to reach
their full potential. Guided by the Convention on the Rights of the Child UNICEF strives to
establish childrens rights as international standards of behaviour towards children.
UNICEFs role is to mobilise political will and material resources to help countries ensure a
first call for children". UNICEF is committed to ensuring special protection for the most
disadvantaged children.
UNICEF carries out its work through its headquarters in New York, 8 regional offices and
125 country offices world-wide. UNICEF relies on voluntary contributions from individuals,
corporate and Governments for its work.
1.2
PURPOSE OF THE RFP
The purpose of this RFP is to invite proposals for the Consultancy of a communication
for development campaign to address the issue of violence against children according to
the Terms of Reference attached.
1.3 FORECAST SCHEDULE
The schedule of the contractual process is as follows:
a)
b)
c)
d)

Bidders to confirm their intent to submit a proposal by: 28.03.2014

Closing date and time for submission of full proposal: 11.04.2014 by 17:00 hrs
Award Notice: 18.04.2014
Signature of contract: 21.04.2014
1.4
RFP CHANGE POLICY
All requests for formal clarification or queries on this RFP, if any, must be submitted in
writing to Raluca Zaharia via e-mail at rzaharia@unicef.org, copy to bucharest@unicef.org
Only written inquiries will be entertained. Please be informed that if the question is of
common interest, the answer will be shared with all potential RFP bidders.
Erasures or other corrections in the proposal must be explained and the signature of the
applicant shown alongside. All changes to a proposal must be received prior to the closing
time and date. It must be clearly indicated that it is a modification and supersedes the
earlier proposal, or state the changes from the original proposal. Proposals may be
withdrawn on written request received from bidders prior to the opening time and date.
Bidders are expected to examine all instructions pertaining to the work. Failure to do so
will be at bidders own risk and disadvantage.
1.5
RFP RESPONSE FORMAT
Full proposals should be submitted in ROMANIAN and must be received not later than
11.04.2014 by 17:00, duly signed and dated. Bidders must submit a sealed proposal,
with two separate sealed envelopes inside for a) the Technical Proposal and b) the
Price Proposal.
Sealed proposals must be securely closed in suitable envelopes and dispatched to arrive
at the UNICEF office indicated no later than the closing time and date.

They must be clearly marked as follows:

Outer envelope: Name of company / RFP number/ UNICEF Romania/ Address

RFP-ROMA-2014-003 / page 3 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

First inner envelope technical proposal: Name of company, RFP number - TECHNICAL
proposal
Second inner envelope - price proposal: Name of company, RFP number - PRICE proposal
Proposals received in any other manner will be invalidated.
Sealed proposals received prior to the stated closing time and date will be kept unopened.
The responsible officers will open technical proposals when the specified time has arrived
and no proposal received thereafter will be considered. UNICEF will accept no
responsibility for the premature opening of a proposal not properly addressed or
identified. Any delays encountered in the mail delivery will be at the risk of the bidder.
Offers delivered at a different address or in a different form than prescribed in this RFP, or
which do not respect the required confidentiality, or received after the designated time
and date, will be rejected.
All references to descriptive materials should be included in the appropriate response
paragraph, though the material/documents themselves may be provided as annexes to
the proposal/response.
The bidder must also provide sufficient information in the proposal to address each area of
the Proposal Evaluation contained in 1.10 to allow the evaluation team to make a fair
assessment of the candidates and their proposal.

1.6

BIDDER RESPONSE

1.6.1

Formal submission requirements

The formal submission requirements as outlined in this Request for Proposal must be
followed, e.g. regarding form and timing of submission, marking of the envelopes, no price
information in the technical proposal, etc.

1.6.2

Bid Form
The completed and signed bid form must be submitted together with the proposal.

1.6.3

Mandatory criteria
All mandatory (i.e. must/have to/shall/should/will) criteria mentioned throughout this
Request for Proposal have to be addressed and met in your proposal.

1.6.4

Technical Proposal
The technical proposal should address all aspects and criteria outlined in this Request for
Proposal, especially in its statement of work, terms of reference and paragraph 1.10 of this
Request for Proposal. However, all these requirements represent a wish list from UNICEF.
The bidders are free to suggest/ propose any other solution. UNICEF welcomes new ideas
and innovative approaches.
No price information should be contained in the technical proposal.

1.6.5

Price Proposal
The price proposal should be as per but not limited to paragraph 1.10 of this Request for
Proposal.

1.6.6
Checklist for submission of proposals
Bid form filled in and signed
Envelope for technical proposal
o Technical proposal

RFP-ROMA-2014-003 / page 4 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

o
o
o

Technical proposal does not contain prices

Envelope is sealed
Envelope is marked as follows:
Name of company, RFP number - technical proposal

o
o
o

Envelope for price proposal

Price proposal
Envelope is sealed
Envelope is marked as follows:
Name of company, RFP number - price proposal

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

1 outer envelope
o Containing bid form, envelope for technical proposal, and envelope for price
proposal
o Envelope is sealed
o Envelope is marked as follows
Name of company
RFP number
UNICEF ROMANIA
Address
1.7

CONFIDENTIAL INFORMATION
Information, which the bidder considers proprietary, should be clearly marked
"proprietary", if any, next to the relevant part of the text, and UNICEF will treat such
information accordingly.

1.8

RIGHTS OF UNICEF
UNICEF reserves the right to accept any proposal, in whole or in part; or, to reject any or
all proposals. UNICEF reserves the right to invalidate any Proposal received from a Bidder
who has previously failed to perform properly or complete contracts on time, or a Proposal
received from a Bidder who, in the opinion of UNICEF, is not in a position to perform the
contract. UNICEF shall not be held responsible for any cost incurred by the Bidder in
preparing the response to this Request for Proposal. The Bidder agrees to be bound by the
decision of UNICEF as to whether her/his proposal meets the requirements stated in this
Request for Proposal. Specifically, UNICEF reserves the right to:
contact any or all references supplied by the bidder(s);
request additional supporting or supplementary data (from the bidder(s));
arrange interviews with the bidder(s);
reject any or all proposals submitted;
accept any proposals in whole or in part;
negotiate with the service provider(s) who has/have attained the best rating/ranking, i.e.
the one(s) providing the overall best value proposal(s);
contract any number of candidates as required to achieve the overall evaluation
objectives.

1.9

PROPOSAL OPENING
Due to the nature of this RFP, there will be no public opening of proposals.

1.10

PROPOSAL EVALUATION
After the opening, each proposal will be assessed first on meeting of the technical
requirements and subsequently on its price. The proposal with the best overall value,
composed of technical merit and price, will be recommended for approval. UNICEF will set

RFP-ROMA-2014-003 / page 5 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

up an evaluation panel composed of technical UNICEF staff and their conclusions will be
forwarded to the internal UNICEF Contracts Review Committee.
The evaluation panel will first evaluate each response for compliance with the
requirements of this RFP.
Responses deemed not to meet all of the mandatory
requirements will be considered non-compliant and rejected at this stage without further
consideration. Failure to comply with any of the terms and conditions contained in this
RFP, including provision of all required information, may result in a response or proposal
being disqualified from further consideration.
The proposals will be evaluated against the following:
1. Technical proposal
Category
Overall Response
- Completeness of response
- Overall concord between RFP requirements and proposal
Experience of experts of the team of consultants or company
- Extensive experience in designing, developing, implementing, monitoring
and evaluating above-the-line, through-the-line and below-the-line
campaigns
- Verifiable experience in designing, developing, implementing, monitoring
and evaluating social change or behaviour change campaigns
- Demonstrated ability to meet deadlines and work under pressure to produce
reports;
- Flexibility in responding to the needs of the contractor.
- Experience with international organizations, UN Agencies is an asset;
- Excellent skills in English and Romanian;
Creative proposal
Total Technical

Points
5

35

40
80

Only proposals which receive a minimum of 50 points will be considered further.

2.

Price Proposal
20

The total amount of points allocated for the price component is 20. The maximum number
of points will be allotted to the lowest price proposal that is opened and compared among
those invited firms/institutions which obtain the threshold points in the evaluation of the
technical component.
All other price proposals will receive points in inverse proportion to the lowest price:
Max. Score for price proposal * Price of lowest
priced proposal
Score
for
price
proposal
X
=
----------------------------------------------------------------------------------------------Price of proposal X
Example: Price of lowest priced proposal= 800 // Price of proposal X= 1000
Max. Score for price proposal (20) * Price of lowest priced proposal (800)
Score for price proposal X =
----------------------------------------------------------------------------------------------Price of proposal X (1000)

RFP-ROMA-2014-003 / page 6 of 14

= 16

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

Total Technical and Price

100
UNICEF will ask the three top bidders for meetings to present and discuss their creative
proposals.
UNICEF will award the contract to the vendor whose response is of high quality, clear and meets
the projects goals.
The price/cost of each of the technically compliant proposals shall be considered only upon
evaluation of the above technical criteria.
The bidders should ensure that all pricing information is provided in accordance with the following:
The currency of the proposal shall be in RON. Invoicing will be in the currency of the
proposal.
The bidder will suggest a payment schedule for the Contract, linked to unambiguous Contract
milestones.
Total aggregated amount of the contract should be spelled out separately, subsequently broken
down on A. consultancy fee; B. Travel costs, including ALL expenses that will incur in relation to the
consultancy. For travel costs, please provide breakdown for transportation (economy class tickets
as the case may be) and daily allowance/ per-diem (accommodation, meals, incidentals.)
1.10 PROPERTY OF UNICEF
This RFP, along with any responses there to, shall be considered the property of UNICEF and the
proposals will not be returned to their originators. In submitting this proposal the bidder will accept
the decision of UNICEF as to whether the proposal meets the requirements stated in this RFP.
1.11 VALIDITY
Proposal must be valid for a minimum of ninety (90) days from the date of opening of this RFP and
must be signed by all candidates included in the submission. For proposals from institutions, the
proposal must also be signed by an authorised representative of the institution. Bidders are
requested to indicate the validity period of their proposal in the Proposal Form. UNICEF may also
request for an extension of the validity of the proposal.
1.12 CONTRACTUAL TERMS AND CONDITIONS
The UNICEF Special and General Terms and Conditions (Annex I and II) are attached and will form
part of any contract resulting from this RFP.
1.13 FULL RIGHT TO USE AND SELL
The bidder warrants that it has not and shall not enter into any agreement or arrangement that
restrains or restricts UNICEF or the recipient Governments rights to use, sell, dispose of or,
otherwise, deal with any item that may be acquired under any resulting Contract.
1.14 PAYMENT TERMS
Payment will be made only upon UNICEFs acceptance of the work performed in accordance with
the contractual milestones. The terms of payment are Net 30 days, after receipt of invoice and
acceptance of work. Payment will be effected by bank transfer in the currency of billing. Financial
proposals should include proposed stage payments.

RFP-ROMA-2014-003 / page 7 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

TERMS OF REFERENCE
for contracting a consultancy
to design, develop, monitor evaluate a
Communication for development campaign on
Preventing violence against children
Summary:
Purpose

Designing and implementing a communication for

development campaign on violence against
children with special focus on promoting positive
discipline methods

Location

Bucharest, Romania Office/ UN House

Duration

One year contract

Start date

April 2014

Reporting to

Communication for Development Officer

1. Background
Violence against children remains a mostly invisible but widespread phenomenon in
Romania. The latest statistics and anecdotal evidence show that violence is increasing at
all levels. In the context of a Romanian society influenced by an increased access to an
ever-increasing flow of information and affected by the economic crisis, some forms of
violence are intensified and some are overlooked or taken as natural manifestations. Over
11,000 cases of various forms of child abuse, neglect and exploitation were registered in
2011. During the period January-June 2012, some 5,665 cases of child abuse, neglect and
exploitation were registered, of which more than half were in rural areas. The registered
cases of violence against children occurred in different environments: at home, in school,
on the street, etc. Most cases were of child neglect, followed by emotional, physical and
sexual abuse. However, it is widely considered that the number of registered cases
reflects just a small part of the cases of violence and abuse.
With respect to violence against children in the family environment, the first data of a
2013 UNICEF study on Knowledge, Attitudes and Practices on Parenting for Parents with
Children 0-6 Years Old show that when a child does something wrong, the first reaction of
54% of parents is to raise their voice, whereas 11% of the parents immediately slap the
child or pull their hair.
In Romania, violence in the family is determined by factors such as alcohol abuse,
poverty, and socializing in an environment marked by various forms of violence and
patriarchal model of family.
Domestic violence is often perceived as customary, and 60% of the population is tolerant
towards violent behaviours within the family (2012, Ministerul Muncii, Familiei si Protectiei
Sociale, Strategia Naional Pentru Prevenirea i Combaterea Fenomenului Violenei n
Familie). Another issue is that parents and other caregivers do not necessarily have the
knowledge and skills to respond to their childrens behaviour in a constructive and
effective manner. There are growing numbers of reported cases of domestic violence
(including sexual abuse) but in many cases professionals lack the means and tools to help
children. As a result of violence, thousands of children are separated from their families
and put in institutions or foster care.

RFP-ROMA-2014-003 / page 8 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

An evaluation of UNICEFs modelling project on the development of community based

services in rural area (Helping the Invisible Children, Second Evaluation Report, 2013)
carried out in 64 communities in 8 counties showed that more than a quarter (27.2%) of
all children recorded in the projects databases for case management are at risk of neglect
or abuse. However, it is to be noted that social workers assessed the risk of neglect and
abuse based on their knowledge and life experience because an operational definition was
not provided. Data accuracy regarding exposure to risk of abuse and neglect was rather
reduced as it appears that only 54% of the cases were correctly assessed by social
workers. The other 46% of 'invisible' children either were wrongly categorized or were
missed. A large number of children were not considered at risk by social workers although
they are exposed to violent or abusive 'educational' methods or are left unsupervised by
an adult. This reflects the deep cultural tolerance of violence against children that
dominate the entire country and not only modelling project communities. The tolerance of
violence and poverty has been highlighted as a major barrier to the identification and
diagnostic of 'invisible' children since the first report of evaluation (Stnculescu and Marin,
2011). This issue needs to be addressed in a systematic manner in the next phase of the
modelling project. Besides training of the social workers, extended raising awareness and
communication for social change interventions at the community level are needed.
In the evaluation research, this vulnerability was assessed based on an index built on the
following indicators:
(A) risk of violence and abuse - the most commonly used methods of disciplining
children as declared by parents include shouting, threatening, humiliating,
demeaning or beating the child;
(B) risk of neglect - the child (0-14 years) is left home alone sometimes (together with
sisters and/or brothers) without being supervised by an adult.
The evaluation pointed out that nearly 34% of children suffer from violent or abusive
disciplinary methods.
The proportion of cases confirmed is significantly higher for boys than for girls (57%
versus 50%), for infants (under 3 years old) and teenagers (15 years or more), for
Romanians compared with Roma children (56% compared with 43%), and for children from
single parent families (61%).
Children at risk of neglect and abuse can be found in any type of household. Nevertheless,
mostly exposed to this risk are children from numerous families (with many siblings) in
severe poverty.
The adults from households in which one or more children are at risk of neglect or abuse
are couples (married or not), predominantly aged 30-49 years, with 8 classes at most, in
which women are housewives, while men and young work by the day especially in
agriculture.
The risk of child abuse and neglect is strongly associated with alcoholism. Thus, the
proportion of children at risk of violence is substantially higher in households in which one
or more adults drink alcohol daily.
The Helping the Invisible Children, Second Evaluation Report, 2013 also shows that the
most common form of punishment is raising the voice: 24.8%, verbal abuse (threatens the
child): 4.7%, and beating: 2.5%.
A local research with the professionals in the Helping the Invisible Children child protection
programme identified verbal abuse and slapping/pulling hair as the most common forms
of punishment used by parents to discipline children.

RFP-ROMA-2014-003 / page 9 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

2. Scope and focus of the consultancy

UNICEF Romania is carrying out a three-year communication for development
campaign to address the issue of violence against children, together with its partners.
In the field of communication for development, behaviour and social change have often
been seen as two distinct approaches, requiring different strategies and unique skill sets.
Behaviour change is commonly defined as a research-based consultative process for
addressing knowledge, attitudes and practices that are intrinsically linked to programme
goals. Its vision includes providing participants with relevant information and motivation
through well-defined strategies, using an audience-appropriate mix of interpersonal, group
and mass-media channels and participatory methods. Behaviour change strategies tend to
focus on the individual as a locus of change.
Social change, on the other hand, is understood as a process of transformation in the
way society is organised, within social and political institutions, and in the distribution of
power within those institutions. For behaviours to change on a large scale, certain harmful
cultural practices, societal norms and structural inequalities have to be taken into
consideration. Social change approaches, thus, tend to focus on the community as the
unit of change.
UNICEF communication for development (C4D) sees behaviour and social change as
complementary techniques used to define and address the individual, interpersonal and
social influences in life. UNICEF C4D currently employs the Social Ecological Model (SEM)
framework, which enables us to analyse barriers and constraints across all levels of the
community. The resulting analysis informs interventions that encapsulate and interlink all
levels of action to address underlying multiple, systemic and intersecting influences.
UNICEF supports strategies across the behaviour and social change continuum, and urges
that a combination of approaches be utilized in order to ensure meaningful change is
sustained.
The communication campaign objectives are to:
1. at national and local level, raise awareness that shouting at children is a form of
violence against children;
2. at local level, influence parents to replace shouting as a violent disciplining method
by the positive discipline method of explaining to the child what she or he has done
wrong (see Annex III).
The first objective will rely mostly on a media campaign.
The second objective will be supported by a modelling component at local level, to be
implemented in 32 rural communities, with the support of professionals at county and
local level already involved in the development of community based services. It is
expected that this will combine communication with activities at local level carried out by
social protection, education and health professionals, which will be regarded as
participants and conveyors of messages. Based on the evaluation of the modelling of
communication for development intervention, we intend to scale up the campaign aiming
to protect children from violent disciplining methods.
The second objective will rely on interpersonal communication and will include, on the one
hand, training and sensitization of local professionals (3-4 per community) on the topic of
shouting as a form of violence against children and, on the other hand, the development
of a set of materials and activities to equip professionals to better work with families.

RFP-ROMA-2014-003 / page 10 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

In order to achieve the objectives of the communication for development campaign,

UNICEF seeks to contract a group of consultants to design, test, develop and
implement a set of instruments and activities which will include, but should be
not limited to the following:
1. An identity for the Campaign;
2. Above the line, through the line, and below the line communication to raise awareness
at national and local level that shouting at children is a form of violence against
children;
3. Local level communication for development activities to increase knowledge and
promote positive attitudes among the target population about non-violent disciplining
methods;
4. Monitoring of activities designed for the national and local level;

RFP-ROMA-2014-003 / page 11 of 14

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

3. Specific tasks, deliverables and timetable:

Specific Task
Identity for the Campaign

Deliverables

Timeframe

visual identity
title and
a slogan for the Campaign

End
2014

April

2 video Public Service Announcements (PSA)

(variations of the same message) created and
tested
1 video PSA , Direct Response TV recruiting
SMS monthly donors of 60 seconds, created
and tested
4 audio PSAs (variations of the same message)
created and tested
media plan for radio and TV stations
poster, outdoor posters, other kind of printed
visuals created and tested
campaign web-site created

Mid
2014

June

2 video PSAs (variations of the same message)

produced
4 audio PSAs (variations of the same message)
produced
poster, outdoor posters, other kind of printed
visuals produced

Mid
2014

July

2 video Public Service Announcements

(variations of the same message) distributed to
TV stations,
4 audio Public Service Announcements
(variations of the same message) distributed to
radio stations,
poster, outdoor posters, other kind of printed
visuals distributed

Mid July
December
2014
(according to
media plan)

develop and test a set of messages to

influence parents to replace shouting as a
violent disciplining method by the positive
discipline method of explaining to the child
what she or he has done wrong

Mid
2014

May

printed materials developed and tested

End
2014

May

printed materials produced

End
2014

June

Interpersonal
communication
and
social
mobilization activities for local professionals to
best convey the messages to the target groups
developed and tested

End
2014

May

(self-learning) kit for community based

professionals (from the social protection,
education and health systems) to assist them
to convey the messages to the target group

Mid
2014

May

Training delivered
professionals

Mid
2014

May

A set of progress indicators

End

April

Above the line, through the

line, and below the line
communication to raise
awareness at national and
local level that shouting at
children is a form of
violence against children;

Communication
for
development activities to
increase knowledge and
promote positive attitudes
among
the
target
population
about
nonviolent
disciplining
methods

Monitoring

of

activities

to

community

RFP-ROMA-2014-003 / page 12 of 14

based

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

2014
designed for the local level

Monitoring visits

RFP-ROMA-2014-003 / page 13 of 14

Monthly,
starting with
June 2014
June 2015

United Nations Childrens Fund

48A, Primaverii Blvd.
011975, Bucharest 1, Romania

Telephone 021 201 78 72

Facsimile 021 317 52 55
bucharest@unicef.org
www.unicef.ro

4. Required experience and credentials

For the best results, the offers can be submitted by a consortium of experts or
companies.
The profile of the experts should include the following credentials and competencies:

Extensive experience in designing, developing, implementing, monitoring and

evaluating above-the-line, through-the-line and below-the-line campaigns
Verifiable experience in designing, developing, implementing, monitoring and
evaluating social change or behaviour change campaigns
Demonstrated ability to meet deadlines and work under pressure to produce reports;
Flexibility in responding to the needs of the contractor.
Experience with international organizations, UN Agencies is an asset;
Excellent skills in English and Romanian;

5. Logistics and resources requirements

UNICEF Romania country office will:
Share relevant documentation and information;
Prepare and organize meetings, field trips if needed.
6. General conditions
Reporting: The contractors will report to UNICEF Communication for Development Officer
and will work closely as well with the UNICEF Child Protection Specialist and the
Communication Specialist
Payment calendar: The fee for will be paid in 3 instalments after submission of
deliverables and upon approval by supervisor.
Ownership: UNICEF will have sole ownership of all final deliverables; no parts of the
methodology will be reproduced without the permission of UNICEF.

ANNEX I

ANNEX II

ANNEX I - Unicef
Special T&C.docx

ANNEX II - Unicef
General T&C.docx

RFP-ROMA-2014-003 / page 14 of 14

ANNEX III
TARGET GROUP for the activities at local level (32 communities)
The target population of parents has the following characteristics:
-

Females and males in almost equal percentages;

18 to -49 years old;
of Romanian origin, but with a significant percentage of Roma people;
most of them have completed only 8 grades, but a significant part have
completed only 4 grades;
have between 2 and 5 children on average;
live below the threshold of relative poverty

For more details, please, see the table below (only the significant % was kept).
Gender
Age

Ethnicity

Number of children in
the household

Subjective
of income

assessment

Adults

Males

47.4

Females

52.6

18-29 years

22.1

30-49 years

67.6

Romanian

82.0

Roma

17.9

Household with 2 children

18.8

Household with 3 children

22.2

Household with 4 children

18.3

Household with 5 children

11.9

Could not cover monthly bills and current

expenditures (December 2012)

74.9

Income not enough to cover basic needs

60.1

Income cover only basic needs

30.3

Absolute poverty
$1.25/day
Cash income strata (1)

Education
(Average
number
of
classes completed by the
adults present in the
household)

Persons

living

below

79.0

Relative poverty - Persons living below the

national threshold for relative poverty per
person (451 lei, 2011)

20.7

4 classes at most

29.7

8 classes at most

47.2

RFP-ROMA-2014-003 / page 15 of 14

Data: UNICEF and CERME, Survey on the invisible children and their families, January
2013. Notes: (1) Cash income does not include self-consumption from household
agricultural production. For determining the absolute poverty threshold we used the
exchange rate 1$=3.5939 lei, from May 2012 (National Bank of Romania). National values
according to the NIS (2012).

RFP-ROMA-2014-003 / page 16 of 14

Participant analysis
Participant

Barriers
-

Parents

Profession
als (Social
workers,
community
nurses,
school staff)

Facilitating factors

Economic and social status;

Acceptance
of
domestic
violence as a given;
reluctance
to
acknowledge
publicly the fact that they use
violent disciplining methods for
their children;
Limited trust in social workers;
Limited
knowledge
about
positive discipline;
Limited knowledge of their
rights;
Limited knowledge of and
access to support mechanisms.
Heavy workload;
Limited decision power;
Limited
presence
in
the
community;
Limited capacity to address
domestic violence;
The community perceive the
social worker rather as a
representative of the system
than someone who can assist
them;
Limited motivation, due to the
low income and heavy work
conditions (vs. workload).
Not
always
from
the
community, sometimes are
perceived as outsiders;

Communit
y opinion
leaders

Influenced by social norms

marginalizing the vulnerable
members of the community;
Influenced by the norm of not
interfering with other peoples
family lives;
Tolerance on the phenomenon
of domestic violence

RFP-ROMA-2014-003 / page 17 of 14

Extended knowledge of
the community;
Knowledge of community
issues;
Contact with community
members makes them
great
carriers
of
messages;
Willingness to overcome
barriers.
Capacity
to
form
networks of addressing
complex
community
issues.
Extended knowledge of
the community and of
community issues;
Highly respected;
Have
the
power
to
convey messages;
Extended
power
of
influence;
Have
the
power
to
mobilize the community.