Request for  Quote/Proposal (RFQ/RFP)

Attachments to RFP:

1. Attachment “A” – Commodity Specifications
2. Attachment “B” – Instructions to Bidders/Sellers
3. All PO Terms and Conditions are listed on our website at forth at: https://www.rti.org/sites/default/files/rti-purchase-order-terms-and-conditions-v1.16.pdf, http://www.rti.org/files/PO_FAR_Clauses.pdf or for commercial items: http://www.rti.org/files/PO_FAR_Clauses_Commercial_Items.pdf (hereinafter the “Terms”). Supplier’s delivery of products, performance of services, or issuance of invoices in connection with this purchase order establishes Supplier’s agreement to the Terms. The Terms may only be modified in writing signed by both parties.

All bidders/sellers are responsible to carefully review each attachment and follow any instructions that may be relevant to this procurement.

RFQ Template v7, October 2020

Attachment A

Commodity Specifications or Statement of Work

Statement of Work

Indicate a description of the activity/service that is expected from the supplier. Provide product specifications or service expectations (both if applicable). Include deliverables, timelines, and any special terms and conditions.

Description of Activity/Service:

Rapid Monitoring Survey of

Social and Behavior Change Communication (SBCC) Campaigns in China

USAID WILDLIFE ASIA

Introduction/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.

Consumer Research on Elephant, Pangolin, Rhino and Tiger Parts and Products in China

In 2018, USAID Wildlife Asia conducted a research study to gather data on consumption of ivory, rhino, pangolin and tiger parts and products in China, provide information for targeted SBCC demand reduction campaigns and serve as a baseline to measure changes in desired attitudes, social acceptability and intention to use as a result of SBCC demand reduction campaigns to be implemented by the project.  The quantitative portion of the research was an email  survey conducted among a representative sample of 1,800 Chinese citizens from an online panel selected based on the following criteria - between 18 to 60 years old, residing in selected cities of Mainland China – Tier 1: Beijing, Shanghai and Guangzhou and Tier 2: Harbin, Kunming and Nanning.

Key findings from the quantitative portion of this research are:

• Among the general population, 10 percent bought elephant parts/products, eight percent bought rhino parts/products, seven percent bought pangolin parts/products and four percent bought tiger part/products in the past 12 months.
• Among those who bought elephant products in the past 12 months, 93 percent bought ivory. Of those who bought rhino, 84 percent bought horn parts/products while of those who bought pangolin, 78 percent purchased scales. Among those who purchased tiger, 47 percent bought parts/products of tiger bone while 32 percent chose tiger skin. Majority of buyers in the past 12 months intend to repeat their purchase. Eighty-two (82) percent of ivory buyers, 77 percent of rhino buyers, 68 percent of pangolin buyers and 68 of percent tiger buyers say they plan to buy these products again in the future

• The buyers of parts and/or products of wildlife (elephants, rhino, pangolins and tigers) have significantly different profiles compared with the general population. These buyers have some common characteristics, regardless of the species they purchase: wildlife buyers are overall younger than the general population (i.e., a majority are under the age of 40), have a higher income and a higher education level than the general population. In terms of behavior, they are also more likely to be regular travelers outside Mainland China. Moreover, buyers of pangolin and tiger products have used Traditional Chinese Medicine significantly more in the past 12 months compared to the general population.

• Among the general population, 20 percent and less find owning/buying elephant, rhino, pangolin and tiger parts and products socially acceptable. However, among the buyers of these products in past 12 months buyers, majority (85 percent for elephant, 76 percent for rhino, 67 percent for pangolin, 69 percent for tiger) think that owning/buying these wildlife parts and products are socially acceptable.

Link to the research report: https://www.usaidwildlifeasia.org/resources/reports/inbox/usaid_china_wildlife-demand- reduction_english_presentation_june12_2018_final.pdf/view

USAID Wildlife Asia Demand Reduction Campaigns in China

Based on the research findings and analysis of the China socio-cultural environment, the project launched three campaigns which are being implemented in China to reduce demand for elephant ivory, pangolin, rhino and tiger parts and products.

1. Wildlife Protection Law Campaign

Since 2018, USAID Wildlife Asia has undertaken a campaign to promote the updated Wildlife Protection Law (WPL) in China enacted in January 1, 2017. This campaign aims to increase the perception of personal risk among consumers by raise awareness and understanding of the updated law, particularly the penalties that are linked to consumption of the four focal species – pangolin, elephant, rhino and tiger. This messaging approach was used in consideration of China’s socio- political context. The campaign involves key visuals, a wall poster, and Public Service Announcements (PSAs). The project worked with public and private sector partners to promote the WPL materials via multiple outdoor channels, social media and top video websites incorporating big data into a targeted media strategy.

2. Wildlife-Free Gifting Campaign – Phases 1 and 2

The 2018 consumer research revealed that gifting is a significant driver that cuts across purchase and consumption of products derived from the four focal species. To address this common driver, the project launched a Wildlife-Free Gifting campaign in early 2020. Phase 1 of the campaign focuses on reducing gifting with pangolin meat (e.g., pangolin dinners) while Phase 2 focuses on gifting with ivory, tiger and rhino horn products.

Below are the creative concept and key messages guiding this Gifting campaign.

Overall Objective and Creative Concept of Gifting Campaign: To promote a green/healthy lifestyle under the ecological civilization concept through the Chinese lunar calendar which will shows “Gifting with wildlife parts/products” as one of the “don’ts” in daily life since it brings legal sanctions and health risks.  The Chinese lunar calendar, with its long history and cultural tradition, is still widely used by the Chinese people to pursue good luck and avoid harm in daily life. The calendar provides “behavioral guidelines” based on traditional culture by listing “what to do” and “what not to do” each day.   Since the calendar is very popular, incorporating key messages in the calendar will be an effective way to catch attention and interest.

Key Message: Gifting with wildlife parts and products is one of the “don’ts” in daily life because it is against what ecological civilization encourages people to do and brings legal sanctions and health risks. Say No to illegal wildlife products, Embrace the harmonious life with a healthy lifestyle.

Focus of media dissemination is Guangdong province.

1. 1. Wildlife-Free Gifting Campaign Phase 1: Pangolin

The first phase of the Gifting campaign focuses on pangolin and was launched in the second quarter of 2020.  The following is the campaign’s key message

Do not treat old friends ostentatiously with inappropriate food and wine; only a healthy and happy reunion can show how much you cherish your lasting friendship. Do not eat wild meat as it not only brings legal sanctions but also triggers risks to personal and public health safety.

The main material is a 30-second video that begins with opening a book entitled “The Lunar Calendar of Green Healthy Living“.  The next pages/scenes, then, narrate a story starting with a middle-aged man who is treating his old friends to a welcome reunion dinner.   During the dinner, he demonstrates behaviors that are not right or appropriate, these behaviors are, then, pointed out and corrected. In the end, the page of the calendar is flipped over with a voice-over delivering the key message and campaign call-to-action.

From 2019, focus of media dissemination is Guangdong province.

1. 1. Wildlife-Free Gifting Campaign Phase 2: Elephant Ivory, Rhino Horn, Tiger Tiger Bone Wine:
      • Key messages: It is always warm and pleasant to be with family. Please take eco-friendly actions during family gatherings. Do not gift with illegal wildlife products such as tiger bone wine to elders in the family.
      • Storyline: The video begins with opening a book entitled “The Lunar Calendar of Green Healthy Living“. The next pages/scenes, then, narrate a story which starts with a family of five composed of an elderly couple, their adult son and daughter-in-law and one granddaughter enjoying family time. During the family gathering, the adult son demonstrates behaviors that are not appropriate. These behaviors are then pointed out and corrected.  In the end, the page of the calendar is flipped over with a voice-over delivering the key message and campaign call-to-action.

Rhino Horn:

• • • Key messages: Do not let ostentatious displays and meaningless competition ruin sincere and long-lasting friendships. Do not gift friends with illegal wildlife products such as rhino horn products.
    • Storyline: The video begins with opening a book entitled “The Lunar Calendar of Green Healthy Living“. The next pages/scenes, then, narrate a story starting with the reunion of two old friends.  During this reunion, one of them demonstrates behaviors that are not appropriate.  These behaviors are then pointed out and corrected.  In the end, the page of the calendar is flipped over with a voice-over delivering the key message and campaign call-to- action.

Ivory Bangle:

• • • Key messages: It’s nice to always be by your loved one’s side and show your love by celebrating anniversaries in a proper way. Do not gift with illegal wildlife products such as ivory products to your loved ones.
    • Storyline: The video begins with opening a book entitled “The Lunar Calendar of Green Healthy Living“. The next pages/scenes, then, narrate a story starting with a couple celebrating their wedding anniversary. During the celebration dinner, the husband demonstrates behaviors that are not appropriate. These behaviors are then pointed out and corrected.  In the end, the page of the calendar is flipped over with a voice-over delivering the key message and campaign call-to-action

Ivory Souvenir - targeting Chinese tourists travelling outside the Mainland:

• • • Key messages: Be well behaved when you travel and always understand the limits of what you can do during your trip. Do not purchase or carry illegal wildlife products such as ivory souvenirs.
    • Storyline: The video begins with opening a book entitled “The Lunar Calendar of Green Healthy Living“. The next pages/scenes, then, narrate a story starting with two tourists (a man and a women) visiting a tourist attraction in Southeast Asia. During their visit, one of them demonstrates behaviors that are not appropriate. These behaviors are then pointed out and corrected. In the end, the page of the calendar is flipped over with a voice-over delivering the key message and campaign call-to-action.

Attachment C provides a summary of the materials and dissemination channels for the above-cited three campaigns.

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 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

Comparison of findings for nos. 3-6 above from this Rapid Survey will be made with findings from the sub-sample of consumers and intenders of the 2018 Baseline (sub-sample data available with USAID Wildlife Asia)

Questions for desired attitudes, social acceptability and intention to use need to be those used in the China 2018 Baseline Consumer Research. Attachment D lists the desired attitudes that need to be measured for the three China campaigns by this Rapid Survey under the project’s Monitoring and Evaluation Plan.

For acceptability, the question (5-point agreement scale) is: Do you think buying or owning products and/or parts of XXX species is acceptable or unacceptable for your family and/or friends?

For intention to use, the question (5-point agreement scale) is: How likely will you be to purchase parts/products from XXX species in the future?

The Baseline Survey questionnaire will be made available to the winning agency.

Product or Service Expectations (both if applicable):

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.

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.

Deliverables, Timelines, Special Terms and Conditions:

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 Timeline for Submission and Delivery

MILESTONE                                                                         By COB

SUBMISSION OF QUESTIONS BY INTERESTED AGENCIES*   December 4, 2020 RESPONSE TO QUESTIONS BY AGENCIES                                              December 10, 2020

SUBMISSION OF PROPOSAL TO RTI                                       December 18, 2020

AGENCY SELECTED                                                               December 30, 2020

CONTRACT ISSUANCE                                                          January 8 , 2021

SUBMISSION OF TOPLINE REPORT                                        May 24, 2021

SUBMISSION OF FULL RESEARCH REPORT AND OTHER DELIVERABLES

June 25, 2021

*Questions should be emailed to: hr@usaidwildlifeasia.org

Based on the above tasks, deliverables for submission to RTI/USAID Wildlife Asia include:

• • Research protocol (English),
  • Questionnaire, other research instruments and materials (English and Chinese)
  • Formatted and cleaned quantitative data set
  • Frequency distribution tables in excel format
  • Closing Date               :      19 April 2026 (11:59 PM, Bangkok Time)