Job Offer Consultancy on Behaviour Change Communication
1. Background
AVSI Rwanda is a local non-profit organization which carries out development cooperation projects in Rwanda. Created from the international branch AVSI Foundation, it started its operations in Rwanda in 1994, just after the Genocide against Tutsi in Rwanda. Initially engaged in humanitarian emergency interventions, today AVSI Rwanda has transitioned to long-term development interventions.
Vision
AVSI Rwanda believes in a world where the person, aware of his/her value and dignity, is the protagonist of his/her own integral development and that of his/her community.
Mission
To work every day to build a society that is more dignified, more inclusive, more just and more respectful of the choices and needs of children and their families, and to build safer communities through strong partnerships in which parents, communities and schools are fully involved in ensuring children's blossoming.
Approach
AVSI Rwanda builds on the long experience gained during its presence in Rwanda, the good relationships with the various stakeholders and the physical presence on the ground. AVSI continues to build on ongoing interventions, especially using the community-based approach of PACOME (partnerships between PArents/Families, COMmunity and Schools (Ecole)). AVSI Rwanda programs use a holistic approach where interventions are organized around parents and caregivers, community volunteers taking care
TERMS OF REFERENCE (ToR)
Consultancy for the Design of a Behaviour Change Communication strategy on Improved Cookstove Adoption
Project Information
Project title: Clean Cooking – ICS Distribution Implementing Organization: AVSI Rwanda Donor: ENI
Project Sector: Clean Cooking
1. Background
Access to clean cooking solutions remains a key challenge for many rural households in Rwanda, where traditional cooking practices continue to rely on biomass fuels and inefficient stoves. These practices contribute to indoor air pollution, environmental degradation, and adverse health outcomes, particularly affecting women and children.
Through the Clean Cooking – ICS Distribution project, AVSI Rwanda, with the support of ENI, is distributing 115,000 Improved Cookstoves (ICS) free of charge to vulnerable households. Beneficiary households will sign a waiver transferring any rights related to carbon credits generated through the project.
The project aims not only to distribute improved cookstoves but also to ensure their consistent and correct use over time. Achieving sustained adoption requires addressing behavioural, social, cultural, and practical barriers that influence cooking practices and household decision-making.
To support this objective, AVSI Rwanda intends to recruit a qualified consultant to design a comprehensive Behaviour Change Communication (BCC) strategy that will guide awareness raising and community engagement activities throughout the implementation of the project.
2. Project Objectives General Objective
Support the adoption of clean cooking solutions and reduce reliance on traditional cooking fuels.
Specific Objectives
- Improve quality of life and access to clean cooking solutions.
- Raise awareness and train communities on health, safety and environmental issues related to cooking practices.
- Strengthen the local value chain for improved cookstove production.
- Ensure monitoring and data collection for stove usage and carbon credit certification.
- Collaborate with local and national authorities to facilitate project implementation.
- Develop management, replacement and recycling plan for distributed cookstoves.
3. Purpose of the Consultancy
The overall purpose of this consultancy is to design an evidence-based Behavior Change Communication strategy that promotes the sustained and correct use of Improved Cookstoves among beneficiary households.
The campaign should be grounded in a thorough understanding of the social, cultural, behavioural, and economic factors that influence cooking practices within the target communities. It should provide AVSI Rwanda with practical guidance for implementation throughout the project and take into account the findings of the Cooking Behaviour Report conducted in August 2026 by AVSI Rwanda in collaboration with the University of Verona.
4. Scope of Work
The consultant will be responsible for designing the Behaviour Change Communication strategy,
including, but not limited to, the following tasks:
4.1 Target audience understanding and communication analysis
The consultant will be expected to develop the campaign based on a clear understanding of the target audience and its characteristics. The consultant will not be required to conduct a new behavioural assessment but should review and build on the findings of the Cooking Behaviour Report conducted by AVSI Rwanda in August 2026 in collaboration with the University of Verona.
Based on the report, the consultant should demonstrate a clear understanding of the target audience, including:
- socio-demographic characteristics;
- cooking habits and practices;
- attitudes and perceptions regarding improved cookstoves (ICS);
- household decision-making dynamics related to cooking practices and stove adoption;
- behavioral drivers and barriers affecting the adoption and sustained use of ICS;
- cultural beliefs and social norms influencing cooking behaviors.
Building on this existing evidence, the consultant will be responsible for identifying and assessing the preferred communication channels and trusted sources of information among the target audience, in order to determine the most appropriate and effective channels, messengers, and communication approaches for the campaign.
4.2 Behavioural Insights and Implications for the Campaign
Building on the findings of the Cooking Behavior Report conducted by AVSI Rwanda in August 2026 in collaboration with the University of Verona, the consultant should review and interpret the identified behavioral, economic, practical, social, and cultural factors affecting the adoption and sustained use of improved cookstoves (ICS).
The consultant should use these existing findings to:
- identify and prioritize the key behavioral determinants that the campaign should address;
- translate the identified barriers and drivers into clear communication and behavior change objectives;
- recommend appropriate behavior change approaches, messages, and interventions tailored to the target audience and project context.
The consultant is not expected to conduct a new behavioral assessment, but rather to use the available evidence to inform the strategic design and implementation of the campaign.
4.3 Development of the Behavior Change Campaign
Develop a comprehensive Behavior Change Communication Campaign that includes:
- campaign objectives;
- behavioral objectives;
- audience segmentation;
- communication strategy;
- key campaign messages tailored to different audience segments;
- message framing and tone;
- call-to-action messages;
- recommendations on sequencing of messages throughout the project lifecycle.
The campaign should focus on promoting:
- regular and correct use of improved cookstoves;
- understanding of health benefits;
- environmental benefits;
- fuel efficiency and economic savings;
- safe use and maintenance of cookstoves;
- long-term behavioural adoption.
4.4 Communication channels and implementation plan
Recommend the most appropriate communication channels based on the characteristics of the target communities.
The consultant should propose an implementation plan indicating, for each communication channel:
- rationale for its selection;
- target audience;
- frequency of dissemination;
- estimated quantity or number of activities;
- recommended implementation timeline.
Potential communication channels may include, but are not limited to:
- community sensitization meetings;
- community dialogues;
- radio programmes;
- radio spots;
- local leaders and community influencers;
- health facilities;
- schools;
- démonstration sessions ;
- printed IEC materials;
- banners;
- posters;
- branded promotional materials (such as T-shirts);
- mobile communication tools where appropriate.
The consultant is encouraged to recommend additional channels based on evidence and local context.
4.5 Budget proposal
Prepare an estimated budget for the implementation of the proposed Behaviour Change Communication Campaign.
The budget should include estimated costs for all recommended communication activities and materials and provide sufficient detail to enable AVSI Rwanda to assess the feasibility of implementation.
The proposed budget will form part of the evaluation of the consultancy deliverables.
5. Expected Deliverables
The consultant will be expected to produce the following deliverables:
A. Inception Report and Desk Review: A concise inception report outlining the proposed methodology, workplan and approach to the assignment. The report should include a review of the existing project documentation, with particular attention to the Cooking Behavior Report conducted by AVSI Rwanda in August 2026 in collaboration with the University of Verona and highlight the main findings that will inform the campaign strategy.
B. Target Audience and Communication Channel Analysis: A clear definition and segmentation of the campaign’s target audience(s), building on the socio-demographic, behavioral, economic, social and cultural evidence already available in the Cooking Behavior Report.
The deliverable should complement the existing evidence by identifying:
- preferred communication channels among the different target audience groups;
- trusted sources of information and influential messengers;
- relevant community-based and interpersonal communication opportunities;
- appropriate communication formats and approaches for each audience segment.
C. Behavior Change and Communication Strategy: A comprehensive strategy translating the existing behavioral evidence into practical recommendations for the campaign. The strategy should include:
- priority behavioral determinants, barriers and drivers to be addressed;
- clear and measurable communication and behavior change objectives;
- key messages and calls to action for each target audience;
- recommended behavior changes approaches and interventions;
- communication channels, formats and trusted messengers;
- recommendations for ensuring cultural and contextual relevance;
- proposed sequencing and frequency of communication activities.
D. Campaign Concept and Implementation Plan Development of the overall campaign concept and a practical implementation plan, including:
- campaign positioning and creative concept;
- proposed communication activities and materials;
- recommended mix of communication channels;
- implementation timeline and key milestones;
- roles and responsibilities;
- indicative resource requirements;
- guidance for adapting campaign activities based on implementation feedback.
E. Monitoring, Learning and Adaptation FrameworkA practical framework to support AVSI Rwanda in monitoring the implementation and effectiveness of the campaign, including:
- proposed indicators to measure reach, engagement and behavioural response;
- methods and tools for collecting feedback from target audiences;
- recommendations for assessing whether messages and communication channels are effective;
- mechanisms for incorporating learning and feedback into campaign implementation.
The assignment should build on existing evidence and does not require the consultant to conduct a new cooking behaviour assessment. Any additional primary data collection should be limited to what is necessary to identify and validate preferred communication channels, trusted information sources and appropriate communication approaches for the target audiences.
6. Duration of the Consultancy
The consultancy is expected to be completed within three weeks:
- one for the analysis phase,
- one for the development of the first draft of the material, and
- one for the finalization of the deliverables in working days from contract signature. The detailed timeline shall be agreed upon during the inception phase.
7. Consultant Qualifications
The consultant (individual or consulting firm) should demonstrate:
- Advanced university degree in Communication, Behavioral Science, Social Sciences, Public Health, Development Studies or related fields.
- At least 5 years of demonstrated experience designing Behavior Change Communication (BCC) or Social and Behavior Change Communication (SBCC) strategies.
- Proven experience conducting audience research and behavioral analysis.
- Previous experience designing campaigns in rural communities.
- Experience working in Rwanda is highly desirable.
- Knowledge of clean cooking, environmental sustainability, public health or climate-related programmes is considered a strong asset.
- Excellent analytical and report writing skills in English.
8. Supervision
The consultant will work under the supervision of AVSI Rwanda's Project Manager and in close collaboration with the Communication and Technical teams.
9. Proposal Submission
Interested consultants are invited to submit:
- Technical Proposal outlining the proposed methodology and workplan;
- Financial Proposal indicating consultancy fees;
- Curriculum Vitae(s) of the consultant(s);
- Examples of similar assignments previously completed;
- References from at least two similar assignments.
10. Evaluation Criteria
Proposals will be evaluated based on:
| Criteria | Weight |
| Understanding of the assignment and proposed methodology | 20% |
| Relevant experience in Behavior Change Communication | 30% |
| Experience in Rwanda and/or clean cooking programmes | 20% |
| Qualifications of the consultant/team | 10% |
| Financial proposal | 20% |
AVSI Rwanda reserves the right to request clarifications or additional information during the evaluation process.
How to apply
Interested candidates should submit their application all in 1 document (motivation letter, updated and signed CV, 3 professional references, copies of academic qualifications and certificates of last employer) by e-mail to kigali@avsi.org. The email attachment should be in PDF format and remember to mention the job title in the subject.
The deadline for submission is until 15th October, 2026 at 5:00 PM
Note: Only shortlisted candidates will be contacted for test and interview.
AVSI does not make any charge at any stage of the recruitment process. If anyone requests prices for vacancies, please contact us immediately at this address lorette.birara@avsi.org
We encourage to apply!
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