PURPOSE AND OBJECTIVES
The SBCC analysis is crucial for understanding the effectiveness of communication strategies, improving
project design, optimizing resources, and ultimately achieving sustainable behaviour change. It provides
a foundation for evidence-based decision-making and continuous improvement in agriculture and
development initiatives. The main purpose of this consultancy is to evaluate the knowledge, attitude,
norms, beliefs and behaviours of the targeted communities within the targeted communities of selected
project areas, in line with their production, management and consumption of poultry and red meat,
climate change, cultural attachment, degraded rangelands, animal disease management, savings and
loans culture and access to markets. The consultant will use the results to develop a social behaviour
change communication strategy that will guide the approaches to be used by the project to train and
promote the said variables and parameters.
2.1 Specific Objectives:
a) To conduct an in-depth analysis of the enablers and barriers affecting the red meat and poultry
value chains, including production, processing, distribution, and market access. This should
include a behavioural lens on climate awareness, cultural ties to livestock, degraded rangelands,
animal disease management practices, financial constraints, and market access challenges for
smallholder farmers and other value chain actors.
b) Identify existing Social Behavior Change Communication (SBCC) approaches used by various
actors in the Rift Valley, Western and ASALs regions in Kenya to promote increased and
improved production, management and consumption of meat, improved awareness of climate
change, less cultural attachment, improvement on degraded rangelands, improved animal
disease management, awareness of savings and loan culture and access to markets in the 3
targeted project regions, identifying gaps/factors or barriers that limit their effectiveness, as well
as those strengths that make them effective.
c) Design innovative SBCC interventions targeting systemic constraints in the red meat and poultry
value chain relevant for the targeted regions in a strategy that will also include a robust
monitoring and evaluation framework that will be used to measure the impact of SBCC
interventions on market behaviours and system changes in the target value chains.
Heifer international Kenya has been operating in Kenya since 1981 with a mission to work with
communities to end hunger and poverty and care for the Earth and its vision is “a world of communities
living together in peace and equitably sharing the resources of a healthy planet”. Using a values-based
community development approach, HIK works with communities to strengthen the local economy,
diversify diets with better nutrition, and properly manage water and soil systems for future generations.
Heifer’s pro-poor development approach focuses on creating wealth through viable value chains that
harness the social capital of communities to drive market development. After over seven decades of
proven community development approach and expertise to support smallholder farmers around the
world to lift themselves out of poverty, Heifer International is now accelerating its strategic approaches
to closing the Living Income (LI) gap, through the design and implementation of Signature Programs.
Such programs are designed to be long-term (up to 10 years), private sector driven and promote scale,
partnerships with private and public sector actors and permanence of impact.
1.2 About Kenya Livestock Marketing and Resilience Project (KLMP)
The Kenya Livestock Marketing and Resilience Project (KLMP) is part of the Heifer International Kenya
Signature Programme, Practice for Change. The project is being implemented in 9 Counties across Kenya,
namely: Kajiado, Isiolo, Busia, Kakamega, Nandi, Uasin Gishu, Trans-Nzoia, Nakuru and Bungoma. The
overall goal of KLMP is to strengthen the production and marketing systems for improved livelihoods
and resilience among 38,000 poultry and red meat-producing households, moving them towards
achieving a living income of USD 4,331 annually by 2026. The KLMP project will contribute to Heifer
Project International’s Vision 2030, which aims to support 10 million smallholder farmers globally to
achieve a sustainable living income by 2030, including through activities focused on strengthening
production and marketing systems. The project is a co-created intervention between the Swedish
International Development Cooperation Agency (SIDA) and HPIK aligning with the new SIDA Kenya
strategy (2021-25).
The KLMP project objectives are:
• Strengthening production systems for improved resilience and livelihoods
• Strengthening Market systems, Infrastructure, and Business relationships
• Pastoralists, Agro-Pastoralists and Partner Institutional capacities strengthening for natural
resources management (NRM) and conservation.
• Empowerment of gender and youth for livestock value chains
