Monday, 17 October 2016

Umurage Communication for Development (UMC),Request for Proposals-Consultants for Formative Research/Media Analysis in Rwanda

Umurage Communication for Development (UMC), a Rwandan non-profit organization, is seeking proposals from qualified research organizations to conduct a formative research in Rwanda as fully described in this Request for Proposals (RFP). The RFP outlines the Scope of Work necessary to conduct the following research tasks:

  1. Literature review
  2. Media and communications analysis
If your firm will be submitting a proposal, please submit in electronic copy to: UMC ( and Lauren Montgomery-Rinehart ( no later than Friday, October 28th, 2016 at 11:00 am. All submitted proposals must contain a statement that they will be valid for a minimum of 90 calendar days from the submission date.
A committee will conduct evaluation and ranking of proposals. A contract will be awarded to the responsible firm whose proposal is most attractive to UMC in terms of cost, technical approach, capabilities and prior experience with similar work. Once the contract is awarded, the firm must return a signed copy of the final agreed upon proposal and timeline to UMC within forty-eight (48) hours of notification of award.
Emmanuel Rugira
Project Director
Terms of Reference: Formative Research/Media Analysis – Rwanda
  1. Introduction
Umurage Communication for Development (UMC) is a local NGO affiliated with Population Media Center (PMC), a US not-for-profit organization founded in 1998. We strive to promote positive behavior change around social, economic and health issues, through the use of effective communication strategies. PMC has produced and advised on behavior change communication programs in more than 50 countries around the world since its founding. In Rwanda, we have realized two long lasting radio serial dramas entitled Umurage Urukwiye and Impano n'Impamba. This call for proposals is addressed to consulting firms to support UMC team in conducting a formative research for its new program in Rwanda consisting of a radio serial drama.
The program content will be tailored to target audience-identified needs and interests. It will address child protection, violence against children and women, as well as related issues such as maternal and child health, nutrition, family planning and reproductive health.
This document outlines the terms of reference (TORs) for the Formative Research to be conducted in preparation for the development and broadcast of the drama.
  1. Purpose of the Consultancy
The Formative Research will include an assessment and summary of mass media consumption patterns by the target populations and a summary of the impact of the media on child protection (broadly conceived), family planning and other behaviors addressed by the program.
The analysis of media consumption patterns includes a summary of radio listener ratings for entertainment programs in the country, to the extent they are available, as well as information on other channels of communication of the target populations. The local assessment should also address geographical coverage, listenership and audience preferences. The assessment results will help UMC and partner organizations to design and implement efficient and high impact radio programs.
Questions to be answered regarding media:
  • What is the access of the target populations to internet, radio and television?
  • How widespread is mobile phone, computer, radio and TV ownership?
  • What are the number, locations, and reach of television and radio stations?
  • What are the barriers to viewing or listening?
  • What is the relative popularity of various television and radio stations, and online media accessible in the country?
  • Based on this information, what is the frequency of episodes that would be preferred by the target audience for the proposed serial dramas?
It would be useful in the media analysis to include identification of favorite characters from existing entertainment television, radio programs, and the internet/web, as well as cultural trendsetters; to the extent this information can be determined.
The media and communications analysis should also include:
  • A summary of the impact of the media on attitudes and behaviors should be developed by analyzing the content of education and entertainment media consumed by the target populations with regard to the issues to be addressed by the program. The analysis will provide answers to the following questions: What are the positive and negative roles played by the media with regard to the issues addressed by the program? What radio and TV broadcasts and online programs currently address those issues, and how does the audience feel about these programs?
  • Analysis of other media for the purpose of promoting the radio serial dramas. What are the target audience’s main sources of information (internet, billboards, newspapers, flyers, churches, cell phones, other)? Please highlight regional differences.
  • An assessment of the role of the mass media, new media, traditional media, religious institutions, non-governmental organizations (NGOs), face-to-face communication, and other means of communication in the dissemination of messages with regard to issues addressed by the program.
  1. Timeline
The consultant (firm) will be requested to finish this assignment and submit a final report within 23 calendar days.
  1. Deliverables
The consultant will produce the following:
  1. Research Plan, including methodology and timeline for data collection, submitted to UMC within 3 days from contract signing.
  2. Document review of relevant media analyses already conducted in Rwanda as well as needs for further studies. A report of this review will be submitted within 3 days from approval of Deliverable #1.
  3. Field research (data collection) conducted within 7 days after the documentary review (Deliverable #2).
  4. A draft study report submitted within 5 days after field-based research.
  5. Summary of research findings in PowerPoint format
  6. A final report submitted to UMC.
5. Expertise required:
The consultant must have (and prove) the following:
  1. Experience in designing and conducting research in Rwanda
  2. Similar or closely related assignments achieved within the past 10 years
  3. Staff with university education (at least Bachelor’s degree). Studies in media, communication or social science research will be an advantage.
  4. Strong report writing skills in English, and proficiency in spoken Kinyarwanda
6. Submission of proposals
Interested consultants are requested to submit their application in a sealed envelope marked “Formative Research/Media Consultant,” addressed to Umurage Communication for Development (UMC). Applications containing a Cover Letter, CVs and a Financial Offer will be submitted to UMC office located at Remera, KG1 Av. No 38 (on the cobblestone road from Gisimenti to Sonatube), or sent by e­mail to and no later than Friday, October 28th 2016 at 11:00 am. Shortlisted candidates will be contacted within

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