REQUEST FOR PROPOSALS : GAMIFICATION EXPERT TO DESIGN MOBILE GAME ON INFANT AND YOUNG CHILD FEEDING PRACTICES IN INDONESIA
1. ABOUT GAIN
The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the UN in 2002 to tackle the human suffering caused by malnutrition. Working with both governments and businesses, we aim to transform food systems so that they deliver more nutritious food for all people.
At GAIN, we believe that everyone in the world should have access to nutritious and safe food. We work to understand and deliver specific solutions to the daily challenge of food insecurity faced by poor people. By understanding that there is no “one-size-fits-all” model, we develop alliances and build tailored programs, using a variety of flexible models and approaches.
We build alliances between governments, local and global businesses, and civil society to deliver sustainable improvements at scale. We are part of a global network of partners working together to create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and policy support to key participants in the food system. We use specific learning, evidence of impact, and results of projects and programs to shape and influence the actions of others.
Headquartered in Geneva, Switzerland, GAIN has representative offices in Denmark, The Netherlands, the United Kingdom, and the United States. In addition, we have country offices in Bangladesh, Ethiopia, India, Indonesia, Kenya, Mozambique, Nigeria, Pakistan, and Tanzania. Programs and projects are carried out in a variety of other countries, particularly in Africa and Asia.
The Global Alliance for Improved Nutrition (GAIN) is issuing this Request for Proposal (RFP) Request for Letter of Interest and will be the administrative lead organization for this RFP.
Since 2014, GAIN Indonesia has implemented several projects such as Maternal and Infant Young Child Nutrition as part of a wider portfolio of projects and studies relating to nutrition.
One of the main activities is a behaviour change intervention through in-person sessions called emotional-demonstration (emo-demo) conducted by health staff or community health volunteer (cadre) in the existing monthly growth monitoring activities at the integrated health post (Posyandu). The Emo-demos have proven successful in increasing key behaviours around correct IYCF practices of children under 5 years old such as exclusive breastfeeding, dietary diversity, healthy snacking and handwashing, among mothers and caregivers of children under 5 years old.
However, due to the COVID-19 pandemic, the government social distancing policy has restricted any community gathering until future notice. Therefore, GAIN Indonesia looking for an alternative way to address this situation by substituting the in-person session with an online session by developing digital versions of emo-demo games or completely new mobile or digital games to trigger behaviour change. Gamification offers an avenue to continue the emo-demo activities during this social distancing period and to reach mothers and children who do not traditionally visit health posts.
3. PILOT PROJECT DESCRIPTION
Objective: To test the feasibility of gamifying existing emo-demo modules or developing new digital/mobile games to promote targeted behavior and contribute to the overall program outcomes.
The pilot will be divided into three main activities:
Games design and development: To design and develop a game based on the existing 12 em-demo modules to elucidate how gamification can operate on intrinsic and extrinsic motivators to bring about behavioral change and reframe activities such as learning.
Implementation: including promotion, engagement, and maintenance of game usage. There are several ways to reach the mothers/caregivers to access and play the games that will be decided later after further assessment, e.g:
Online promotion and engagement: such us on-line shop (e-commerce) websites that targeted women and mothers.
Offline promotion and engagement: Provide Quick Response (QR) code (poster/standing banner) to download the games in health and maternal facilities that are still open during the pandemic such as Primary Health Centre, Private Midwives Clinics
Evaluation: an evaluation design will be developed to measure the effectiveness of the gamification approach in contributing to the behavioral determinants of IYCF, along with the data collection method e.g: by registration, quizzes, survey, etc.
Reach and Target Areas:
This pilot will target 100,000 WHH (Wife of Head Household), Age: 20-34 with ABCD SES (Social Economic Status), with target areas: in the major cities of Jakarta and Surabaya