Terms of Reference (ToR)
Concept and campaign design for BCC campaign on sanitation behaviour at Jashore and Benapole Municipalities


In terms of sanitation, Bangladesh is an example of rapid progress in the South Asian region. Over a period of less than 10 years, open defecation has been reduced from 19% (in 2000) to less than 1% (in 2015). But, every success create another challenge. Household Income‐Expenditure Survey of Bangladesh Bureau of statistics indicate that while open defecation been reduced significantly, non‐sanitary latrines increased from 37.0% (in 2005) to 44.5% (in 2010). In addition to this problem regarding the quality of household facilities, a very high percentage of the sludge ultimately ends up in the environment, drains, water ways and marginal land. So, now safely managed sanitation is a challenge. Whereas this is problematic in both rural and urban environments, the situation is even more acute in urban areas. Like other countries in this region, Bangladesh has experienced accelerated urbanization. An estimated 28% of the total population is urban (DGHS 2012). Rural-urban migration has been the main driver of urban growth along with changing environmental and climatic conditions.

As per City Corporation and Paurashava (Municipality) act (2009), Local Government Institute (LGIs, City Corporations and Paurashavas) are responsible for sanitation in urban area, but they are facing different type of challenges to ensure citywide sanitation services. As example, lack of resources, lack of capacity, lack of demand of sanitation services, sanitation and hygiene behaviour of households and nonhouseholds. Behaviour change communication (BCC) and demand creation is one of the core components of urban sanitation. Without increased demand for sanitation services, the market for safely managed sanitation or faecal sludge management and other sanitation services and the willingness-to-pay is limited. To realize this, Jashore and Benapole municipalities have taken different initiatives related to BCC and demand creation. Now both municipalities have planned to conduct BCC campaign on identified priority behaviour. SNV Netherlands Development Organisation has been providing necessary technical support to Jashore and Benapole municipalities to enhance capacity and improving city wide sanitation situation. Consumer behaviour change and demand creation is one of the components of SNV’s ‘Urban Sanitation and Hygiene for Health and Development (USHHD)’ approach. Under this component SNV is providing necessary support to both municipalities related to BCC and the other components are Safe and Affordable Service, Governance, Smart Finance & Investment, Technology and Knowledge Management.

SNV had started its journey in 1965 from Netherlands as not for profit volunteer organisation. We have built a long-term, local presence in countries in Asia, Africa and Latin America working in the sectors of WASH, Agriculture and Renewable Energy through providing advisory services, facilitating knowledge development, networking, and carrying out advocacy at national and international level. SNV is implementing different Urban Sanitation initiatives in southern Bangladesh, Gazipur and at national level under the leadership of Local Government Authorities (City Corporation and Municipalities) with support from National Government. One of these initiatives is the WASH SDG programme, a multi-country intervention being implemented in 20 cities in Nepal, Zambia, Tanzania, Indonesia and Bangladesh, funded by the Netherlands’ Government (DGIS). The programme provides technical support focusing on Sanitation and Hygiene services to city corporation/municipalities, and is implemented at Gazipur city corporation, Jashore and Benapole Municipalities. The WASH SDG programme is built on three core strategic objectives: 1) increasing demand for improved WASH facilities and practices; 2) improving the quality of service provision; and 3) improving governance of the sector. Gender and social inclusion is an area of specific attention in each of the 3 strategic objectives as well as climate vulnerability and resilience.


Interested agency/consulting firms are requested to develop and submit their technical and financial proposals in line with evaluation criteria mentioned in this ToR.

  1. Application documents for technical evaluation
    • Soft copy or link of previous similar work
    • Sample of a brief campaign concept based on the behaviour of Jashore municipality
    • CVs of proposed team members
  2. Application documents for financial evaluation
    • Budget for concept development of two behaviours including logo and tagline, message development, branding idea of school sanitation and pre-testing of concept and messages
    • Budget for campaign design for Jashore and Benapole municipality

Electronic copy of the proposal duly signed should be submitted to bangladesh@snv.org with the subject line: Concept and campaign design for BCC campaign on sanitation behaviour at Jashore and Benapole Municipalities latest by 17 September 2020. For any query related to the ToR, please email to Md. Ariful Islam, BCC Advisor Email: mislam@snv.org to keep CC bangladesh@snv.org.

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