Heifer International Youth Innovation Challenge Public Awareness Campaign

Heifer International Youth Innovation Challenge Public Awareness Campaign

Terms of Reference

Project: Youth Tech Agri-Innovation Competition

Subject: Public Awareness Campaign

Location: National Level Media Campaign

Campaign Duration: June – September 2021

Heifer International Kenya: Heifer International Kenya has been operating in Kenya since 1981 with a Mission to work with communities to end hunger and poverty and care for the earth and its Vision is “a world of communities living together in peace and equitably sharing the resources of a healthy planet”.

Using a values-based community development approach, Heifer works with communities to strengthen the local economy, diversify diets with better nutrition, and properly manage water and soil systems for future generations.

Heifer implements its projects through

1) Community development and

2) enterprise development approaches.

Each of the projects focuses on three priority directions, namely, strengthening and diversifying resource base, strengthening country program efficiency and increasing outreach and impacts through the utilization of innovative value chain systems.

Currently among Heifer’s portfolio is the Kenya Market-Led Dairy Supply Chain Project (KEMDAP), TRANSFORM, Accelerated Value Chain Development (AVCD) Project, and the Hatching Hope Kenya Project.

About Heifer International’s Youth Tech Agri-Innovation Competition

Heifer Africa is partnering with the Africa Green Revolution Forum (AGRF) on the Tech Agri-innovation competition, a digital agriculture competition to accelerate digital agriculture entrepreneurship led by young innovators, for growth and job creation.

The competition targets young(co)founders of start-ups that operate platforms (apps, hardware devices using software, etc.) that facilitate the delivery of digital services to the agricultural sector.


a) Build a platform that celebrates and rewards innovative Africans as a means of reversing the stigma on agriculture and repositioning agriculture as a desirable career

b) Uncovering technology that supports smallholder farmers at scale enabling Heifer Africa to achieve the vision of impacting 3 million smallholder farmers by 2025

Competition Design

The competition has four categories; Early stage category, mature category, special women prize and Heifer Bespoke awards.

Key objectives of the assignment

The main objective of the campaign is to raise awareness on the Heifer-AGRF digital agriculture competition that underlines the importance of technology in accelerating agriculture  entrepreneurship led by young innovators, for growth and job creation.

The public awareness campaign will demonstrate that the Tech Agri-innovation Competition is:

  • Building a platform that celebrates and rewards innovative Africans as a means of reversing the stigma on agriculture and repositioning agriculture as a desirable career
  • Uncovering technology that supports smallholder farmers at scale enabling Heifer Africa to achieve the vision of impacting 3 million smallholder farmers by 2025

The aim is to increase awareness at all levels using a range of media appropriate and accessible for the various target audiences.

In close coordination with Heifer Kenya, the media partner will plan, develop, coordinate and implement a comprehensive public awareness campaign.

Specific objectives

A nationwide public awareness campaign amplified across TV, radio, digital and print, may include but not limited to.

  • Identifying and map appropriate channels (programmes/segments) for enhancing public awareness at the national and local levels. This includes specific or relevant Newspaper, TV and radio programmes/segments.
  • Advising on the design of appropriate communication and Public Relations tools to be used in the national and public awareness campaign.
  • Preparing a proposal of a plan, timeline and budget for the development and the delivery of the campaign, ensuring that all planned activities have an element of partnership and co-financing between the media and Heifer.
  • Official media partner for the Youth Tech Agri-innovation competition launch.
  • Offering competitive advertising space and airtime (online, broadcast and print) to reach the highest number of people in the target audience and monitoring activities to ensure that the
    messaging runs accurately.
  • Prepare and submit reports on all activities of the campaign

Scope of Work

The media partner will be required to;

I. Attend inception meetings with the Heifer project team and an inception report that includes a strategy and approaches to follow. The strategy must be cognizant of the current COVID‐19 situation to achieve the campaign objectives.

II. Develop a detailed work plan with clear activities and timelines

III. Manage the campaign and where possible ensure proper coordination with different stakeholders

IV. Monitor and evaluate the activities (campaign monitoring plan to be included in the media plan)

V. Submit a media assessment report

VI. Work with Heifer team towards developing campaign plans, key messages and schedule


  • Media campaign-plan including the assignment work plan
  • Inception report: Outlining details of activities with proposed methodology including the outline for the PR and public awareness campaign strategy. The strategy should have a clear scope
    detailing the key touchpoints of the public awareness campaign (scripting, message development, creative briefs, placement)
  • Proposed media plan for the Youth Tech Agri-innovation competition launch.
  • Proposed media outlets (channels to be used) assessment report.
  • Transmission/distribution reports.
  • Monitoring reports with audience’s data estimates for disseminated messaging content (infomercials, feature stories, radio and TV talk shows)
  • Final activity report


Responsibility of the media partner.

  • Attend progress review meetings as agreed
  • Develop a PR and public awareness campaign strategy with a clear methodology to execute a nationwide campaign that will promote and agriculture entrepreneurship among the youth and tech innovation in agriculture.
  • Produce and disseminate the agreed number of campaign messages within the agreed time frame, at a high level of quality and professionalism, content to be aligned with Heifer values and
    project interventions work.
  • Develop a media campaign plan including the assignment work plan
  • Official media partner during the Youth Tech Agri-innovation competition launch.
  • The media partner will offer a competitive and most cost-effective partnership package for the broadcast and dissemination of produced material on media (TV, RADIO and ONLINE WEB)
  • Submit a technical proposal including a Letter of Interest, stating why you consider your media organization suitable for the assignment
  • Submit a List and CVs of key technical personnel proposed for this project highlighting qualifications and experience in similar projects.
  • Submit references’ contact details (companies for whom you’ve produced similar assignments).

Responsibility of Heifer

  • Provide any information that may be required by the media partner during the campaign period.
  • Participate in the process of development of key messages
  • Be available for consultation as needed.
  • Provide the needed technical support for the development of the national public awareness campaign

Supervision and Coordination

The successful media partner will work in direct coordination with the Information and Communication Officer.

The Director of Programmes will provide overall assignment supervision and oversight.

The media partner, under the duration of the contract, will also work closely with the technical project team.

Confidentiality: It should be noted that all the information and reports collected in the process of undertaking this exercise shall be the property of Heifer International.

The application requirements

Only legally REGISTERED AND LICENCED MEDIA HOUSES are eligible to apply and should submit the following:

a) Letter of expression of interest and demonstration of capability.

b) Cover Page (Name of organization/company, contact details – the name of the contact person, physical address, phone number, and email address).

c) A technical proposal detailing your understanding and how you propose to undertake the assignment, and work plan. Include at least three previous clients and their contacts to act as references and CV(s) of the person(s) to be engaged on the assignment.

d) Financial proposal–Applicants should submit a detailed budget in excel format with budget notes that explain the basis of the estimate for each line item (in USD and KSh).

e) The successful consulting firm will be required to produce the following documents before entering into Independent Contractor Agreement (ICA) with Heifer

  • Certificate of Incorporation or Business Registration Certificate.
  • A Partnership Deed if you are running a partnership business.
  • Audited financial statements for the last 3 years.
  • Valid CR12 Certificate
  • KRA online PIN Certificate.
  • Tax Compliance Certificate.
  • Physical location including town, building, room number and postal address.
  • Directors’ / Partners’ personal guarantee.
  • Trade reference and clientele list including their respective contacts.

All applicants should submit their applications to procurement-ke@heifer.org with the subject line labelled ‘HEIFER YOUTH TECH AGRI-INNOVATION COMPETITION PUBLIC AWARENESS

The closing date for applications is 30th May 2021.

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