Consultant for VOICES Project at CRS Tanzania November 2025

Catholic Relief Services (CRS)

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Social Marketing Consultancy for VOICES CE Campaign at CRS Tanzania November 2025 

Consultant for VOICES Project at CRS Tanzania November 2025 

Catholic Relief Services
Terms of Reference to roll out the social behavioral change strategy and influence the adoption of the circular economy challenge fund (CECF) for the Vitalizing Opportunities in Circular Economy and Sustainable Solutions in Lake Tanganyika (VOICES) project, Tanzania (Kigoma)

Terms of Reference 
Support Media Placement, Monitoring, Promote CE adoption, and Capacity Building for the VOICES Social Marketing Campaign 
Job Type: Full-time
Introduction 
Catholic Relief Services (CRS) is implementing the EU-funded, Vitalising Opportunities in Circular Economy and Sustainable Solutions (VOICES) in the Lake Tanganyika Area project in three (3) districts of Kigoma Region, Tanzania and Mpulungu district in Zambia. The project aims to improve water quality in the Lake Tanganyika basin by reducing landbased pollution and strengthening inclusive Circular Economy (CE) practices, with a focus on solid waste value chains (SWVC).

The VOICES Social and Behaviour Change (SBC) Strategy, validated in 2025, provides a comprehensive framework for shifting behaviours, social norms, and market participation along the SWVC — spanning waste generation, collection and transport, processing/recycling, and reuse/marketing. The strategy combines the Behavioural and Social Drivers (BeSD) framework with the 4Ps of social marketing (Product, Price, Place, Promotion) to influence the adoption of CE behaviours and products among households, youth, women, informal waste workers, traders, and local government actors.

Under this strategy, initial branded campaign materials (including radio spots, dramas, testimonials, visuals, and the “Taka ni Pesa” brand identity) have been developed and deployed, and CSOs are implementing community-level SBC and demonstration activities.

However, to reach scale and sustain behaviour change, there is now a need for a dedicated social marketing firm to:

• Amplify the campaign through strategic media placement, community, and digital engagement,
• Monitor campaign performance,
• Repackage and re-launch the content based on evidence, and
• Build local institutional capacity to sustain the media engagement layer beyond the life of the project.

This ToR outlines the scope of work for a professional consultant to operationalize the VOICES social marketing campaign in Kigoma Municipal Council, Kigoma District Council, and Uvinza District Council, ensuring full alignment with the validated SBC Strategy and VOICES Logical Framework.

Scope of the Assignment

The purpose of this assignment is to engage a qualified consultancy firm to operationalise the VOICES social marketing campaign using the existing “Taka ni Pesa” branded materials and media plan. The consultancy firm will not develop new content, but will:

1. Strategically place and amplify existing campaign materials across mass media (radio and television) and digital platforms (Facebook, LinkedIn, Instagram, TikTok, WhatsApp);
2. Monitor the performance of all media activities to ensure reach, frequency, and engagement across the target LGAs;
3. Strategically engage community groups in target districts through activities like marathons, beach/market/street clean-ups, walk and pick, and sustainable waste management festivals or exhibitions.
4. Using the developed messages to produce communication materials like billboards, posters, etc., for raising awareness and promoting the adoption of circular economy practices.
5. Strategically raise the awareness and buy-in of the community regarding the VOICES project’s circular economy challenge fund (CECF).
6. Use targeted campaign approaches such as town halls, information sessions, and sectoral stakeholder meetings to encourage target groups like youth, women, SILC groups, farmers, and fishers to establish circular economy businesses and apply for the CECF.
7. Repackage and re-launch the content after the initial round based on evidence and audience feedback.
8. Facilitate structured Pause-and-Reflect sessions to inform adaptive course corrections.
9. Build the capacity of CSOs, CETs, and LGA communication focal points to link media content with community engagement effectively; and
10. Document and package lessons learned, processes, and results to support scaleup and institutionalisation.
11. Strategically demonstrate gender equity and social inclusion approaches mainstreaming throughout the campaign and use gender positive approaches to encourage the adoption of CE practices and investment.

This assignment forms the above-the-line (ATL) component of the VOICES SBC Strategy, designed to complement and amplify the ongoing community-level awareness campaigns work led by CSOs in each of the target districts.

Location and Target Groups

The assignment will cover all wards within the three VOICES target LGAs in Kigoma Region:

• Kigoma Municipal Council – primarily urban and peri-urban
• Kigoma District Council – predominantly rural with peri-urban centres
• Uvinza District Council (DC) – largely rural with emerging market hubs

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Media, community, and digital activities will be tailored to the geographic diversity and media access patterns within these LGAs (e.g., Radio Joy and Kwizera for rural reach, CG FM for youth, Kigoma FM for market actors, TBC Taifa for policy stakeholders, TBC 1, Azam, or Clouds TV for multi-stakeholder visibility).

Based on the VOICES SBC Strategy’s segmentation and behavioural personas, the campaign will target:

• Primary audiences: Women and Youth entrepreneurs (e.g., recyclers, artisans), farmers, fishers, women in SILC groups and household heads, informal waste collectors, waste aggregators, and processors.
• Secondary audiences: Market traders and small-scale CE product sellers, Community Environmental Committee (CEC) members, local opinion leaders and influencers (religious and traditional).
• Tertiary audiences: LGA officials, Ward and Village leaders, SIDO/VETA trainers, and local business support entities.

These groups represent key nodes along the Solid Waste Value Chain (SWVC) (from waste generation and collection to processing and reuse/marketing), and are critical to realising VOICES Outcome 1 and 2 results.

Methodology

The firm will implement this assignment using a phased social marketing approach grounded in the VOICES SBC Strategy, which combines the Behavioural and Social Drivers (BeSD) framework with the 4Ps of social marketing (Product, Price, Place, Promotion) and the four SBC levers (Enrol, Educate, Inspire, Empower). This approach recognises that sustained participation in the SWVC requires not only raising awareness, but also building aspiration, shifting norms, linking audiences to real market opportunities, and enabling local structures to sustain the messaging effort over time.

At the outset, the firm will develop a detailed media placement plan that consolidates existing materials under the “Taka ni Pesa” brand and maps how they will be delivered across the three VOICES LGAs (Kigoma MC, Kigoma DC, and Uvinza DC). This will involve reviewing the available content, aligning it to the audience personas outlined in the strategy, and tailoring dissemination channels to their media habits—for example, CG FM and TikTok for youth, Kigoma FM and Facebook for market traders, and Radio Kwizera for rural communities. The plan will specify broadcast schedules, social media posting calendars, content sequencing, and mechanisms for linking mass media engagement to community-level SBC activities led by CSOs and CETs.

Once approved, the firm will oversee the coordinated roll-out of the campaign, ensuring that radio spots, dramas, talk shows, testimonials, and recognition segments are aired consistently and at high frequency, while the same messages are simultaneously deployed across social media platforms (Facebook, Instagram, TikTok, and community WhatsApp groups) through daily posting and targeted paid promotion. This phase will also include activating local champions and influencers (youth entrepreneurs, informal collectors, traders, and women-led groups) who will be profiled in the campaign and engaged as visible advocates to increase credibility and community resonance.

Throughout implementation, the firm will establish a robust system for monitoring and adaptive management. It will collect and compile weekly radio airing logs and station reach reports, and generate monthly social media analytics dashboards covering impressions, reach, engagement rates, and click-throughs. To complement these routine metrics, the firm will set up a lightweight real-time feedback mechanism (via SMS, WhatsApp, or QR polls) to capture community reactions, exposure, and referrals to CE opportunities. Additionally, the firm will conduct quarterly rapid recall and perception surveys to assess message penetration and emerging behaviour shifts.

Drawing on this evidence, the firm will lead the repackaging and relaunch of campaign content mid-way through the assignment. This will involve analysing performance and audience feedback to refresh the messaging and presentation—such as editing long radio segments into shorter high-frequency cuts, clustering messages by thematic focus, and updating visuals and captions to sustain audience interest. The repackaged materials will then be re-deployed in a second and third campaign wave to reinforce recall and deepen engagement.

To foster shared ownership and continuous learning, the firm will facilitate structured

Pause-and-Reflect sessions twice during the assignment, bringing together CRS, Caritas, CSOs, CETs, CECs, and LGA focal persons. These sessions will serve to review campaign performance data, document implementation experiences from the field, surface challenges and opportunities, and agree on adaptive actions for the subsequent phase.

In parallel, the firm will build the capacity of local implementing actors to sustain and extend the media engagement layer beyond the life of the assignment. It will train at least 30 CSO, CET, and LGA focal staff on integrating media messages into community dialogues, managing social media platforms, and collecting and reporting engagement data. A practical media engagement toolkit will be provided, including posting guides, content calendars, analytics templates, and community feedback tracking formats. Selected staff will also receive mentoring on managing routine posting and engaging followers, and at least 20 local champions will be supported to serve as long-term campaign ambassadors.

Finally, the firm will document the entire campaign process and outputs to support institutional learning and scale-up. This will include preparing a sustainability package comprising the content archive, active social media accounts, radio partnership contacts, and a clear roadmap for handover to CETs, CSOs, and LGA focal teams. The documentation will capture campaign reach, performance, lessons learned, good practices, and at least three compelling human-interest case stories illustrating behaviour change and economic impact along the SWVC.

Deliverables

The firm will be expected to produce the following deliverables over the course of the assignment:

1) Campaign planning and media placement

1. A detailed media placement plan specifying TV and radio stations, airing frequencies, time slots, digital platforms, posting calendars, and audience targeting strategies across Kigoma MC, Kigoma DC, and Uvinza DC.
2. Signed media placement agreements or schedules with partner radio and TV stations (TBC1, Azam TV, or Clouds TV, CG FM, Kigoma FM, Radio Kwizera, TBC Taifa) and documentation of social media boosting arrangements.
3. A baseline media engagement profile outlining expected reach, audience segmentation, and key performance indicators. 2) Campaign rollout, monitoring, and repackaging
4. Weekly radio airing logs and broadcast certificates from each station throughout the assignment.
5. Monthly analytics dashboards for social media (impressions, reach, engagement, click-throughs, follower growth) and combined media performance summaries.
6. Real-time feedback reports from the SMS/WhatsApp/QR mechanism showing audience reactions, exposure, and referrals.
7. Quarterly message recall and perception brief summarising survey findings and insights.
8. A midline campaign review report analysing performance and outlining recommendations for content repackaging.
9. A set of repackaged campaign materials (edited radio cuts, refreshed visuals/captions, social media reels/stories) and a relaunch plan for the second and third campaign waves.

• Learning, capacity building, and local ownership
  1. Two Pause-and-Reflect session reports with agreed adaptation actions, updated work plans, and participation records.
  2. A media engagement toolkit for CSOs, CETs, and LGAs, including posting guides, content calendars, analytics templates, and community engagement tracking forms.
  3. A training report for at least 30 CSO, CET, and LGA focal staff, including pre/post assessments and participant action plans.
  4. A local champions engagement plan and profiles of at least 20 trained champions/influencers actively supporting the campaign.
• Documentation and sustainability
  1. A campaign documentation package including all campaign content, visuals, radio scripts, and social media assets in editable formats.
  2. A sustainability roadmap for CETs, CSOs, and LGAs showing how they will manage campaign social media pages, media partnerships, and content posting routines post-assignment.
  3. A final campaign synthesis report (max 25 pages) summarising: campaign reach, performance against KPIs, audience insights, lessons learned, good practices, and at least three human-interest case studies showing behaviour or livelihood change attributable to the campaign.

Duration of the Assignment

The assignment is expected to run for a period of six (06) months, tentatively from the second week of December 2025 to the end of June 2026 and will be aligned with the phased implementation plan set out in the VOICES SBC Strategy.

Required Qualifications of the Firm

The consultancy firm should demonstrate the following qualifications and capacities:

• Proven expertise in social and behaviour change (SBC) and social marketing, with experience designing and implementing multi-channel campaigns in Tanzania or similar contexts. This includes the ability to apply behavioural insights (e.g., BeSD, COM-B) and social marketing principles (4Ps) to influence the adoption of new practices and stimulate demand for products or services.
• Demonstrated capacity in media strategy, planning, and placement, including coordinating radio partnerships, managing social media platforms, scheduling high-frequency content dissemination, and tracking broadcast and digital engagement performance across multiple channels.
• Understanding of circular economy systems and SWVC, particularly the behavioural, social, and market barriers affecting youth, women, informal waste workers, and small enterprises, and how to position CE participation as socially valued and economically rewarding.
• Strong facilitation and capacity development experience, especially in building the technical and operational capabilities of community-based organisations (CSOs), Community Engagement Teams (CETs), and local government staff to deliver integrated SBC and media-driven campaigns.
• Proficiency in monitoring, evaluation, accountability, and learning (MEAL) for communication campaigns, including establishing media monitoring systems, collecting real-time audience feedback, conducting recall and perception assessments, and translating findings into adaptive actions.
• Demonstrated strength in strategic communication and knowledge management, including documenting implementation processes, producing human-interest stories, packaging lessons learned, and developing practical toolkits for institutional use.
• Established operational presence, understanding, and credibility in Kigoma Region and across mainland Tanzania, with strong networks at community and subnational government levels, fluency in Kiswahili and English, and a multidisciplinary in-house team that brings together SBC specialists, media and digital experts, M&E staff, and experienced CE facilitators.

Application Process

Interested consultants are requested to submit the following.

1. Technical proposal
   • Qualifications and experience of the consultant or team
   • Methodology and work plan
   • Examples of similar work completed.
2. Financial Proposal
   • Detailed budget breakdown in TZS
3. Proof of business license, TIN certificate, and EFD receipt

Submission of Proposals

The proposal is to be sent to the email address to reach the undersigned 14 days after the advert is shared out to:
Catholic Relief Services – Tanzania Program

E-mail; tz_quotations@crs.org

Note: Please indicate “Social Behavioral Change strategy and influence the adoption of the circular economy challenge fund (CECF) for the Vitalizing Opportunities in Circular Economy and Sustainable Solutions in Lake Tanganyika (VOICES) project.

Bid must be written in English and addressed to the attention of the CRS Tanzania’s Country Manager and submitted to the above e-mail address on or before 21st November 2025 at 5:00 P.M

Award of Consultancy

CRS will evaluate the proposals and award the assignment based on technical and financial feasibility. CRS reserves the right to accept or reject any proposal received without giving reasons and is not bound to accept the lowest, the highest, or any bidder. Only the successful applicant will be contacted. CRS does not charge any fees to applicants for any recruitment.  Further, CRS has not retained any agent regarding this assignment

You are advised that this RFP does not constitute in any way a commitment on the part of CRS Tanzania or its agents for any service requested.

Ethical Considerations and Safeguarding 

All SBCC activities and processes will be handled in line with ethical standards and the CRS safeguarding policy and data protection protocols. The SBCC strategy implementation will consider the participants’ demand for respect, integrity, and dignity. The consultant’s team will be trained to be sensitive to the participants’ answers/reactions to themes and topics introduced during the activities. The consultant will seek ethical approval and permission before the SBC strategy rollout.
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