Task:	Organize a media campaign to raise public awareness on environmental issues (climate change, plastic pollution, etc.) and promote behavioral change on plastic use, use of solar energy and benefits of energy efficiency measures)
Project title:	Promotion of living conditions and health through the use of solar energy in marginalized households in the North of Armenia
Location:	Republic of Armenia
The deadline to submit proposals	October 14, 2024
E-mail submission of technical proposals	a.martyrosyan@caritas.am info@caritas.am
Contact person	Armen Martirosyan (Project Manager) a.martyrosyan@caritas.am

 

 

1.Project Summary: “Promotion of living conditions and health through the use of solar energy in marginalized households in the North of Armenia”

Energy poverty is a crucial issue in Armenia, especially in the northern, energy poor communities where dung and firewood are used as primary energy sources. This causes other issues such as deforestation and soil degradation, which increases the vulnerability to climate change.

The situation is graver in northern regions of Armenia where most of the economically poor and remote communities are located. Unstable energy prices and limited resources contribute these communities to be energy poor without accessibility to affordable and alternative energy sources. Armenia does not have domestic fossil fuel resources and meets its fuel needs through imports of natural gas. In many distant communities of Armenia which are gas off-grid, the communities are having challenges to ensure adequate heating. The poor insulation and low energy efficiency measures of buildings leads to additional heat losses and thus to increased carbon emissions at the same time.

At the same time disposable packaging and plastic are increasing as components of a modern lifestyle. Eextensive use of plastic packaging has generated environmental issues. Armenia has not yet fully implemented a waste sorting policy, and the issue becomes more visible during strong winds, when polyethylene bags and plastic items pile up. Plastic containers, bottles and bags are the main polluters of water in Armenia. General environmental awareness is still low and there is no awareness of the partly precarious ecological situation of the region with its heavy deforestation, overgrazing, soil degradation and high pollutant concentrations in the vicinity of mining and old industrial plants, nor is more widespread knowledge about global problems such as climate change or knowledge regarding sustainable options in everyday life or in the field of energy production widespread among the population.

Environmental education or the treatment of environmental topics in the classroom has so far only taken place at schools on the initiative of individual teachers or school administrators and is not part of the curriculum. Up to now, the level of knowledge of children and young people on environmental and climate issues has therefore been low. In particular, knowledge about appropriate options for action and sustainable technologies is still very limited. The guiding principle for action is mostly what the financial situation allows, whereby western lifestyles are strived for. Some NGOs work in the field of environmental education and try to reach young people directly through their offers, or create training courses and materials for the further education of teachers.

Knowledge about renewable energies is also not very widespread, and although Armenia has a very high potential in the area of solar energy, with about 300 days of sunshine per year, and there are now support programmes for the expansion of solar energy systems.

Since June, 2021 Armenian Caritas has been implementing a 3.5-year project with the financial support of BMZ and Caritas Germany by with the aim to contribute to improving the economic, social, health and environmental situation in the Shirak region, Armenia.

The main components of the projects are:

• Installation of solar systems for 355 HHs and 4 community-based buildings in gas off-grid communities, Shirak region,
• Insulation measures for 115 HHs in gas off-grid communities, Shirak region,
• Educational and vocational activities with more than 1.000 children and youth on environment protection, renewable energy and energy efficiency,
• Six “green” community-level initiatives in Shirak Province,
• Public awareness raising activities.

2. Objective of the Media Campaign

With growing concerns about environmental degradation, carbon emissions, and climate change, there is an urgent need for public awareness and action. This media campaign aims to promote responsible consumption, educate the public on the importance of reducing carbon footprints, and encourage the use of renewable energy and energy efficiency measures. By focusing on behavioral changes, the campaign seeks to inspire individuals, communities, and decision makers to make sustainable choices.

The objective of this campaign is to design and implement a short-term media campaign to contribute to raising public awareness on environmental issues in Armenia. The topics may include, but not limited to – carbon footprint and the climate change, its effects on the environment and everyday life; negative effects of water, air, soil and plastic pollution, the benefits of green technologies and renewable energy – particularly solar energy systems, energy efficiency measures, as well as, tips and hints to develop more environmental-friendly attitude towards the nature and environment among the public in general.

The key messages may include:

• Environmental Issues: Emphasize the urgency of addressing climate change, air, water, soil pollution, deforestation, and loss of biodiversity.
• Carbon Footprint: Explain in simple ways the public on how daily activities (transport, energy use, consumption habits) contribute to carbon emissions.
• Climate Change: Explain the global and local impacts of climate change, including weather extremities, and negative effects on agriculture (draughts, hails, soil degradation, rodents, etc.).
• Behavioral Change: Promote practical tips on reducing waste, conserving energy, and adopting sustainable consumption habits.
• Renewable Energy: Showcase the advantages of solar energy sources, highlighting their role in reducing emissions and dependence on fossil fuels.

 

The campaign will target: the public in general, younger generations, the policy and decision makers.

 

Scope of the Media Campaign

The consultant/firm will be contracted to:

1. Develop a short-term social media campaign plan in close collaboration with the Armenian Caritas (AC) project staff. AC staff will provide all information needed to accomplish the scope of work.
2. Define key messages for different target groups such as 1) the public in general; 2) younger generations for behavioral change, 3) decision makers for better policy making.
3. Provide and disseminate information to the general public through media about environmental issues and green technologies (renewable energy, energy efficiency measures).
4. Create design collateral, info graphics, video, motion graphics, animation, short social video clip, and/or other mediums to sensibilize public for environmental issues, to raise awareness on negative effects of climate change and its connection with carbon emissions. The clips will be broadcasted via Armenian TV channels and/or social media and radio stations.
5. Organize the installation of stands, billboards to sensibilize pubic on environmental issues, benefits of renewable energy.

 

Further details and a work plan will be established together with the selected candidate.

2.1 Time Plan

The following is an indicative time plan:

Invitation for proposal:	03 October 2021
Submission of proposal:	14 October, 2024; 23:59
Selection of candidates:	15-17 October, 2024
Implementation of the campaign: Reporting:	October 18, 2024 – December 18, 2024 January 31, 2025

2.2 Duration and Location

The short-term media campaign will be implemented within the period of October 18, 2024 to December 18, 2024. Part of the work can be conducted remotely in contact with the project team via electronic communication. However, face-to-face meetings will be required to discuss the on the scope of work.

 

No equipment or material will be purchased or provided by Armenian Caritas to conduct the scope of work. Any travels, equipment or materials needed to accomplish this ToR will be covered by the consultant/ firm. Any expenses, unless explicitly articulated by Armenian Caritas will be at the expense of the consultant/firm.

 

The geographic focus of the media campaign is Armenia with higher focus on Shirak Region.

3. Costs and Financing

The agreed budget for provision of services under this ToR will be discussed and this may cover the following:

1. Social Media Campaign Plan,
2. Production and Printing of Materials i.e., poster, billboards, etc.,
3. Videos and/or audio-visual presentations based prepared in consultation with AC,
4. Infographics for social media posting,
5. Creative services, from concept, design, and production of AC materials and content for social media,
6. Provision of campaign report.

 

The contract will be on a fixed price basis. The payment will be made as follows:

• 1st instalment – 75% (after signing the agreement)
• Final instalment – 25% (after submission of final deliverables)

4. Expected Deliverables

The company is expected to deliver

• A detailed plan outlining channels, messaging, and timeline.
• Updates on the progress of the campaign and impact assessment.
• Post-campaign report which includes strategies, evaluation, lessons identified and recommendations.

5. Required Profile of the Candidate

• Demonstrated experience developing successful social media strategies and campaigns, ideally in a non-profit context,
• In-depth knowledge and understanding of different social media platforms,
• Creative and innovative approach,
• Native level Armenian,
• Availability during the above-stated period,
• In-depth knowledge on the environmental issues, challenges of climate change in Armenia,
• Ability to provide free broadcast of the TV spot at one of the most influential national TV stations is a significant advantage.

6. Application Procedure

Armenian Caritas invites interested and qualified media companies to participate in a call for proposal by October 14, 2024; 23:59.

Media companies wishing to participate are kindly invited to submit their applications to email addresses: a.martyrosyan@caritas.am  and info@caritas.am

The application must be composed of the following:

1. Technical proposal detailing: methodology, activities to be implemented, work plan with timeline,
2. Budget,
3. Curriculum Vitae of consultant and for each member of the team (if a team approach is utilized),
4. Media company’s portfolio,
5. Company’s registration certificate.

 

Armenian Caritas is grateful to all interested applicants; however, only shortlisted candidates will be contacted for the interview.