Consultancy Services for Behavioral Change Campaign

Scope of work

The assignment will be implemented through two complementary national campaign waves designed to progressively move consumers from awareness and perception change to trial, market engagement and adoption.

Campaign Wave 1: Awareness, Aspirations and Perception Change

The first campaign wave will focus on creating widespread awareness and shifting public perceptions around clean cooking. Campaign messages will position clean cooking as:

• Modern and aspirational.
• Safe for households and families.
• Beneficial to health and wellbeing.
• Convenient and reliable.
• A symbol of dignity, progress and national development.

The campaign will be delivered through:

• National radio and television platforms.
• Digital and social media channels.
• Community outreach and engagement activities.
• Strategic partnerships with public and private sector actors

Campaign Wave 2: Market Activation and Adoption

The second campaign wave will focus on converting awareness into consumer action and encouraging adoption of clean cooking solutions.

The campaign will emphasize:

• Product demonstrations and experiential learning.
• Consumer testimonials and success stories.
• Peer-to-peer influence and community champions.
• Affordability options and payment solutions.
• Trusted information and customer support pathways.
• Direct links between consumers and clean cooking suppliers.

Implementation channels will include:

• Mass media reinforcement campaigns.
• Community activation events and demonstrations.
• Digital engagement and behaviour-driven campaigns.
• Enterprise-led customer engagement platforms.
• Public-private partnerships that expand consumer reach and market access.

Together, the two campaign waves will create a structured behavioral change pathway from Awareness → Interest → Trust → Trial → Adoption, supporting the long-term normalization and uptake of clean cooking solutions across Malawi.

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UNDP OFFICE MALAWI PROCUREMENT UNIT