Request for Proposals:Multi Media Campaign on Covid-19 Vaccine and learning for Adolescents and Young People

1. BACKGROUND AND JUSTIFICATION

Lesotho surpassed WHO COVID19 vaccination targets with over 50% of the eligible population fully vaccinated, according to the National Development Vaccination Plan (NDVP). The NDVP was reviewed in the end of 2021 to include the adolescent population, aged 12-17 years, to be vaccinated with the Pfizer two doses regimen. Despite the initial success, Lesotho witnessed a slowdown in the uptake of COVID-19 vaccination since November 2021 due to limited human resources, logistical and operational challenges for outreach campaigns, and vaccination hesitancy among adolescents and young people (AYP).

By June 2022, while the national vaccination coverage among adults is at 60.0% (800,363/1,333,475), only 29.5% (71,068/240,922) of adolescents aged 12-17 years are fully vaccinated.

A UNICEF electronic survey conducted among adolescents 12-17 years old between December 2021 and January 2022 showed that while 65% of respondents were willing to be vaccinated, 60% were concerned about the vaccine side effects. The survey also showed that the majority (70%) preferred vaccinations at a health facility,

followed by schools (18%). Given this context UNICEF is calling for a communication company/form to develop a multi-media campaign that is tailored to the country's context and particular audiences, while also complementing rather than duplicating existing campaigns implemented by the Ministries of Health and interacting it with other on the ground activities and that have the potential to reach all. Noting the high school enrollment rate among adolescents in the country, estimated at 45%, the communication campaign will need to have strong linkages with the Ministries Health (MoH) as well as Education and Training (Moet). It should also have the potential to mobilize and accelerate vaccination among this population for COVID-19, and link it with other health interventions targeting children such as HPV, nutrition, child protection and WASH.

The campaign should also address the communication needs of learners with disabilities in both primary (5.3%) and Secondary (6.1%) and out-of-school youth (an average of 50,000) through a communication package that addresses their information needs through existing community engagement platforms and hot-spots. Given that there are on-going initiatives about the benefits, need, and responsibilities of being vaccinated against COVID-19 and other vaccine-preventable diseases, it is important that this campaign builds on them, counters misinformation and puts vaccination within the context of things to do, to stay well, and to prevent illnesses.

UNICEF therefore requires a communication company/agency to develop and implement innovative culturally relevant, and tailored communication campaigns targeting children aged 12-17 years including adolescents up to the age of 24 years who are both in and out of school with a package of Covid-19 vaccine messaging integrated with other life-saving vaccines.

2. OBJECTIVES

To develop and implement a nationwide multi-media campaign that entails innovative and culturally relevant messages packaged for adolescents and young people on Covid-19 vaccine and to enable them to normalize uptake of health interventions such as vaccines. The campaign should be tailored to needs of adolescents and young people (both in-schools and out of schools) and complement existing initiatives implemented by the Ministries of Health, Education and other partners.