Request for Quote/Proposal: Rapid Monitoring Survey of Social and Behavior Change Communication (SBCC) Campaigns in China (closed)

Background

The USAID Wildlife Asia (UWA) Activity is a five-year regional project funded by the Bangkok-based USAID Regional Development Mission for Asia (RDMA) and is currently managed by RTI international (RTI). The project addresses wildlife trafficking by working to reduce demand of wildlife products and improve regional action to end wildlife crime in Southeast Asia and China. Launched in August 2016, the project is now on its last and fifth year. The consumer demand reduction component of this activity uses social and behavior change communication (SBCC) as an approach to change attitudes, social norms and behaviors that will reduce consumer demand for parts and products from the project’s four focal species – elephant, rhino, pangolin and tiger. Activities under the consumer demand reduction component cover China as well as Vietnam and Thailand, the largest consumer markets for illegal wildlife parts and products in Asia.

This RFP seeks proposals from research agencies to conduct a rapid monitoring survey to assess the reach, recall and effectiveness of three demand reduction campaigns in China.

Social and Behavior Change Communication (SBCC): Approach to Demand Reduction

To move from raising awareness to changing practices, demand reduction activities are guided by the social and behavior change communication (SBCC) strategic approach. The SBCC planning process starts from gathering data on the specific audience targeted – current and potential consumers - and based on this data, design appropriate communication strategies to motivate changes in behavior. Monitoring and evaluation are inherent in the SBCC planning process.

Based on the USAID Wildlife Asia demand reduction Theory of Change, the project’s Behavior Change Framework posits that Intention to Use (Not to buy wildlife products) is influenced by Beliefs/Attitudes (Perceived Benefits and Concerns about product use) and Social Norms/Acceptability (Perceived Acceptability of product use). Since the project’s goal is to reduce demand, not create demand, the campaigns generally aim to:

• change attitudes by reducing perceived benefits and increasing perceived concerns about use of the product; and,
• change social norms by increasing perceived social unacceptability about the use of the products.

Research Objectives

USAID Wildlife Asia has specific indicators to measure the impact of demand reduction activities by the end of the project. This rapid research will be considered as an evaluation of three demand reduction campaigns in Bangkok. The sample for this survey should be those who own/use or had, in the past, the desire to own/use ivory, pangolin, rhino or tiger parts and products from Guangzhou and other parts based on Attachment C. Comparisons from this survey will be made with the sub-sample of consumers and intenders (those who stated they intend to buy ivory, rhino, pangolin or tiger products in the future) from the 2018 survey.

The specific objectives of the research are to ascertain:

1. Reach and recall of the three campaigns
2. Determine differences in desired attitudes and social acceptability targeted by the campaigns, intention to use and purchase in the past 12 months of ivory, pangolin, rhino and tiger products between those exposed and not exposed to the campaigns. Desired attitudes identified in Attachment D (attached) need to be measured and the same questions asked as in the Baseline Survey. Questions on social acceptability, intention to use and purchase in the past 12 months need to use the same questions as in the Baseline Survey.
3. Determine whether those who have seen or heard the campaign messages and/or materials have desired attitudes regarding ivory, pangolin, rhino and tiger products targeted by the campaigns and compare these results with the 2018 Baseline
4. Determine whether those who have seen or heard the campaign messages/materials perceive buying or owning ivory, pangolin, rhino and tiger products are socially unacceptable and compare with the 2018 Baseline
5. Determine whether those who have seen or heard the campaign messages/materials intend to buy ivory, pangolin, rhino and tiger products in the future and compare with the 2018 Baseline
6. Determine purchase or use of each of the four product species in the past 12 months and compare with the 2018 Baseline

Research Agency Scope of Work/Tasks

1. Prepare a research proposal for a quantitative survey that will accomplish the objectives as per above. A significant sample needs to be taken from Guangdong province/Guangzhou. The agency will select the most effective quantitative research methodology. Data collection can be adapted in consideration of the COVID-19 situation. The research proposal will be approved by RTI/USAID Wildlife Asia.

2. Once the research proposal is approved, prepare relevant research instruments (protocol, questionnaire, informed consent form (ICF) and other documents necessary for submission to the RTI Institutional Review Board (IRB). Questions used to measure attitudes, social acceptability/norms, intention to use and use in the past 12 months need to be the same as those used in the Baseline (questionnaire will be made available to research agency).

3. Implement the research study according to approved research proposal and plan. This task will include, among others:

• Translation of the questionnaire and ICF to Chinese
• Recruitment of eligible respondents
• Organization of logistics for data collection
• Management of data collection based on the approved methodology and instruments
• Tabulation and analysis of data
• Preparation of research report in Microsoft PowerPoint and Word formats
• Presentation of findings to RTI/USAID Wildlife Asia

Data collection is expected to take place in sometime in April 2021 right after completion of media placements for the three campaigns. Data collection methods can be adapted in consideration of the COVID-19 situation.

4. Oversee the quality of work, logistics, and data reporting, necessary to complete the SOW. Deliverables relevant to the above tasks will be submitted to the Technical Monitor according to the schedule below. Payment will be made based Deliverables approved by the Technical Monitor.

Agency qualifications

1. Required:

• Knowledge and understanding of the wildlife consumer market in Mainland China
• Successful experience in conducting similar consumer research studies in counter wildlife trafficking, conservation and environment in Mainland China
• Experience in conducting evaluation research (pre- and post-surveys)

2. Desired:

• Successful experience implementing similar consumer research studies funded by USAID
• Experience with preparing documentation for IRB approval

Budget

The total budget allocated for the above scope of work is not to exceed USD 40,000.

Submission Requirements

1. Description of agency’s capacity for the work (please include relevant client references)
2. Research proposal to meet objectives and tasks in the scope of work as above (not more than 15 pages)
3. Detailed budget (not to exceed USD $40,000) based on attached Template
4. Completed Biodata Form for key personnel to be assigned as per attached Form