Expertise: communications, social marketing, WASH
Expertise Group: External Affairs & Communications
Consultant Source: International
TOR Keywords: communications, social marketing, WASH
Objective and Purpose of the Assignment
The ADB Water and Urban Development Sector Group is managing a regional knowledge and support technical
assistance (TA) which aims to strengthen Pacific developing member countries’ (PDMCs) capacity to
prevent disease transmission through enhanced water, sanitation and hygiene (WASH) practices and the
associated enabling environment. Interventions will directly address the coronavirus disease (COVID-19)
pandemic by (i) improving WASH practices through behavioral change campaigns; and (ii) strengthening the
capacity of WASH service providers and other stakeholders so that WASH improvements will be sustained
and expanded. The services of the Communications and Social Marketing Specialist will be engaged to
support the implementation of WASH communication activities towards the TA completion in December 2025.
The TA is working with governments and stakeholders in Pacific DMCs to identify the most vulnerable
groups and highest-risk schools, markets, health clinics, or other public places. The WASH and behavior
change campaign will be designed to meet the needs of women, children, girls, and elderly people. The TA
will also address the enabling environment of WASH services and bring water utilities and other agencies
with a hygiene mandate into the WASH clusters. Water utilities are expected to be active players in WASH
campaigns in urban centers, following their mandate to improve water supply and/or sanitation services
coverage. They will require support for WASH campaign targets in areas including willingness to pay,
workplace safety and health, water conservation, and financial sustainability, which will facilitate the
expansion of their core business. The TA will ensure the sustainability of the WASH interventions by (i)
aligning and collaborating with existing WASH-related infrastructure projects by ADB and other donors
and development partners, (ii) building consensus among decision makers on the need to prioritize WASH
interventions and support WASH improvements, and (iii) supporting longer-term WASH service investment
and financial sustainability with support for infrastructure and services planning to expand WASH
activities.
As the TA is closing at the end of 2025, the project team will be working to finalize the ongoing WASH
TA activities, help gather data that may be necessary for monitoring and reporting of the project
outcomes, support government and implementing agencies’ systems and mechanisms to sustain delivered
programs, and work with ADB and government counterparts to identify pipeline ADB projects and scope
potential future capacity building regional TAs to support sector work.
Scope of Work
The TA requires support from an international Communications and Social Marketing Specialist to provide
professional services that include support on TA communications, stakeholder consultations and
engagement, co-development of tailored WASH materials with in-country counterparts, promotion of WASH
sector issues, and knowledge product development and dissemination. The Communications and Social
Marketing Specialist will lead on TA 6551-REG communications planning, design and implementation to
share TA initiatives and progress to internal and external audiences and counterparts; support knowledge
product development, production and dissemination; showcase TA activities and outcomes; and facilitate
documentation and sharing of activities. The Specialist will also support and advise regional
consultants and counterparts to develop country-level WASH campaigns and stakeholder and utility
engagement strategies, identify opportunities to improve reach for different target groups, and impact
and evaluate campaigns.
The Communications and Social Marketing Specialist will work with the TA 6551-REG international and
regional team members to identify opportunities to share results and facilitate the dissemination of
knowledge, messages and learning materials produced under the TA that contribute to social and behavior
change. The Communications and Social Marketing Specialist will prepare and implement a TA
Communications and Social Media Strategy, prepare webinar snapshots, co-author blogs on specific WASH
topics and TA activities, and review documents as requested. The consultant will work with in-country
counterparts to develop tailored WASH campaigns including innovative messages and materials using
evidence-based hygiene behavior change approaches consistent with the TA’s established visual identity
guide and branding. The consultant will work with counterparts and national consultants to prepare
scopes of work and for suppliers (such as creative agencies) to develop materials and implement WASH
campaigns. The consultant will support ADB procurement and management processes of suppliers and
materials where appropriate including, but not limited to: community promotion materials, posters,
jingles, social media posts, videos, radio content, service providers etc.
This assignment is for an initial 3 months, with the option to extend to 31 December 2025 subject to
performance.
Detailed Tasks and/or Expected Output
Specific support for TA 6551-REG will include the following:
(i) Strategic advice on TA communications for internal and external stakeholders,
(ii) Implement the TA Communications and Social Media Plan. The Plan identifies key target audiences
and stakeholders for communication outreach, key channels for dissemination of TA messages for each
country and regionally, including through the Pacific WASH webinar series, ADB social media channels,
blogs, knowledge products and key global dates of celebration (e.g. World Water Day, World Toilet Day,
Global Handwashing Day, etc.).
(iii) Support preparation and conduct of the Pacific WASH webinar series including: email and online
webinar promotion; liaison with facilitators and speaker; managing and recording online event;
preparation of post event materials (e.g. snapshots) and event capture (e.g. liaising with relevant ADB
staff).
(iv) Co-author blog/s with ADB staff, consultants, and clients to capture impact stories, webinar topics
and content, and/or key WASH issues and contribute to sector dialogue in the Pacific.
(v) Lead the drafting of a knowledge product capturing the process, successes, challenges and evaluation
findings of behavior change campaigns co-developed and implemented with Water PNG and Solomon Water.
Seek inputs from ADB, utility counterparts and TA team members and liaise with ADB communications
personnel for the production and publication stages of the knowledge product.
(vi) Develop and/or contribute to writing and production of other knowledge products in discussion with,
and as requested.
(vii) Work with the TA team, national consultants, and stakeholders to advise on and develop country-
specific WASH campaigns and materials. Advice should draw on hygiene behavior change theories,
innovative approaches, cultural understanding and sensitivity to Pacific contexts, and gender equality,
disability and social inclusion (GEDSI) principles. The Specialist will work to improve stakeholder
engagement and buy-in, as well as support the development of, directly develop, or oversee development
of materials as needed in PNG, Tonga, Solomon Islands and Fiji.
(viii) Work proactively with the Water PNG and the TA team on the Phase 2 of the Waterwise Wantok
Communications Plan. Once the plan is endorsed and management support is received, coordinate
communication between all parties for effective implementation, monitoring and evaluation.
(ix) Work collaboratively with the Tonga National Consultant, WASH sector counterparts and international
TA consultants to develop a targeted behavior change communications campaign and recommendations to
improve sanitation practices with Waste Authority Limited.
(x) Finalize work with Water Authority of Fiji (WAF) Community Engagement officers to disseminate
community information videos on agreed topics.
(xi) Work collaboratively with the Solomon Island National Consultant and Solomon Water for
implementation of the 2025 work plan including WASH awareness and hand hygiene campaign in Honiara and
Provincial centers.
(xii) Design and support implementation of data collection on the effectiveness and reach of WASH
campaigns to support TA monitoring and evaluation
(xiii) Respond to requests for communications and WASH campaign development support from water utilities
and other counterparts as they arise.
(xiv) Provide technical review of WASH campaign materials prepared by suppliers or NGOs working on the
TA.
(xv) Contribute to summarizing past TA activities and lessons and their application to ADB pipeline
projects as requested by ADB or government agencies.
(xvi) Ensure ongoing use of TA 6551-REG visual identity suite and ADB branding across project activities.
(xvii) Provide inputs to preparation of TA technical reports, quarterly progress reports, including
reporting documentation as requested by ADB.
With particular reference to coronavirus disease (COVID-19), any need for international and/or national
travel shall be assessed by ADB and the Consultant using ADB’s advice at the time of travel. Subject to
ADB’s approval, the Consultant may use remote video technology meetings to replace face to face meetings
as considered necessary.
Minimum Qualification Requirements
The Communications and Social Marketing Specialist will have at least a Bachelor’s degree in a relevant
discipline, at least 7 years’ experience in communications, social media and/or social marketing. At
least 3 years WASH sector experience is expected. Experience developing behavior change, hygiene or
public health campaigns and materials is preferred. The Specialist will preferably have some experience
working in WASH with public utilities, non-government organizations and/or government agencies. Other
desirable experience includes preparation of knowledge products, social media content (video, visual and
text), blogs, published reports, and strategic communication plans. Ability to collaborate with,
support and mentor counterparts to jointly develop culturally appropriate materials in developing
country contexts strongly desirable. Excellent written communication skills are essential. Demonstrated
experience using various social media platforms is desirable.
Minimum General Experience: 7 Years
Minimum Specific Experience (relevant to assignment): 3 Years
