UNICEF Thailand is seeking a qualified institution contractor (company, academic institution, and/or foundation) to conduct an Assessment of Healthy Lifestyle Initiatives.   Background   Thailand became an upper-middle-income economy in 2011 after four decades of significant social and economic progress. This period saw a remarkable reduction in poverty from 58% in 1990 to 6.8% in 2020, alongside improved access to primary health care, which enhanced health services even in rural areas. Rapid urbanization means that around half the population now lives in towns and cities. However, since 2015, economic growth has slowed, and poverty reduction has reversed, exacerbated by the COVID-19 pandemic. Many individuals have had to migrate for work, with about one-fifth of young children being cared for by caregivers other than their parents. These economic and social changes have profoundly impacted the environment, diets, practices, and lifestyles of children, which is reflected in nutritional trends.    The diets of Thai children are shifting towards higher intakes of unhealthy foods and lower intakes of healthy foods. Children from both urban and rural areas of Thailand are surrounded by more and more ‘unhealthy’, ultra-processed, food and drink high in saturated fat, sugar and salt. These products are easily available, affordable and appealing, and are replacing diverse, nutrient-rich traditional diets. This environment has led to inadequate consumption of diverse, nutrient-rich food among children. In September 2024, data from the Ministry of Public Health indicated that 12.83 % of children aged 6–14, or 597,124 children, are overweight or obese. Projections suggest that by 2030, the obesity rate among children aged 10–19 is expected to reach 20.3%.   Currently, about 1 in 8 children in Thailand is overweight. This poses significant health and economic challenges. Overweight and obesity are linked to chronic conditions such as type II diabetes, cardiovascular diseases, certain cancers, chronic respiratory diseases, and premature death. Additionally, they can contribute to depression and lower academic performance. In 2014, the economic cost of obesity was estimated at $404 million, or 12 billion baht annually.   In response to the growing nutritional challenges, UNICEF Thailand has initiated various initiatives (both online and offline) aimed at raising awareness and providing knowledge, as well as influencing healthier daily behaviors and dietary choices among children and adolescents. The initiatives include delivery of knowledge and motivational media, and youth led initiatives to promote healthier lifestyles among peers and local community. These initiatives are part of a broader multi-pronged effort to address the challenges while promoting better nutrition and healthier lifestyles across Thailand.     Objectives, Purpose & Expected results   In this context, UNICEF Thailand is seeking a qualified institutional contractor to assess the initiatives cited above to:   Gather audience feedback on the campaign content, materials as well as assess perception towards UNICEF Thailand’s brand image on issues related to healthy food options. Assess the impact of the three initiatives to gauge the effectiveness of the “Kin Rai Dee,” online and on ground initiatives which runs between March 2025 and September 2025. The selected company will conduct public awareness and perception surveys on healthier food consumption. Assess the impact of UNICEF Thailand’s initiative in the 3 Southern Border provinces (Narathiwat, Yala and Pattani) with Kenan Foundation Asia.   Findings from assessment of the various initiatives will inform UNICEF’s future programmes to promote consumption of healthy food options, children, parents, and caregivers, thereby improving programme interventions and outreach, and will provide valuable lessons learned for future campaign design.   Description of the assignment   The awarded contractor will be tasked with executing the following activities:   The assignment involves conducting qualitative and quantitative surveys, utilizing a mix of both open and close-ended questions as needed. A professional and experienced data collection and market research agency is required to conduct this assessment. The agency’s technical proposal shall verify that the proposed respondent distribution is a statistically significant sample size. The agency shall also ensure sampling methodology and data collection tools to achieve statistically representative results, ensuring the campaign impact can be measured accurately and reliably.   The assessment is expected to inform UNICEF of the following aspects related to:   Young people’s Knowledge, Attitude and Practice (KAP) on healthy food options: Current awareness and Knowledge: What is the current level of awareness and knowledge among key target audiences regarding healthy food options? Impact of the campaign on awareness and knowledge: Has the campaign contributed to increased awareness and knowledge among key target audiences about healthy food options? Effectiveness in shifting attitudes: How effective was the campaign in shifting public attitudes (among young people and their caregivers e.g. parents) regarding healthy food choices? Effectiveness in changing practices: How effective was the campaign in shifting practices (of young people and their caregivers e.g. parents regarding healthy food choices?   The campaign: Effectiveness in shifting public perceptions and attitudes: How effective was the campaign in shifting existing public perceptions and attitudes? Increase in knowledge of healthy food options: Has the campaign improved knowledge about  healthy food options and increased awareness of available resources for information and support services? Feedback on campaign elements: What was the feedback on the campaign content, formats, channels, and engagement or volunteering activities? Key Learning: How effective was the participatory approach used to engage youths from DLEC in the three Southern Border Provinces? Impact on audience perception of UNICEF’s role in promoting healthier food choices: Has the campaign influenced audience opinions and perceptions of UNICEF’s role in supporting children and young people and / or providing trusted resources for their wellbeing?   The contractor will be responsible for: Developing an inception report outlining age-appropriate methodologies for the campaign assessment, including the development of a survey questionnaire in English and its translation into Thai. Based on the agreed research methodology in the inception report, prepare and submit documents for ethical approval to conduct the research. Research can only commence once approval is granted. Identifying the target audience and ensuring that the sample size is statistically representative to provide reliable assessment results.  Designing and conducting the quantitative surveys and analyzing the data collected in Thai. Designing and conducting qualitative surveys (focus groups / in-depth interviews). Designing and conducting qualitative surveys (focus groups / in-depth interviews) which will require engaging with participants in Southern Border Provinces (SBP) who communicate using the local Malay dialect Preparing a final report, as well as a summary deck and statistical graphs, based on survey findings from quantitative and qualitative surveys, including lessons learned and recommendations for future campaigns. Carrying out all other aspects of project management tasks essential to the assessment process that may not be listed above.   UNICEF will be responsible for: Reviewing and approving the proposed inception report. Providing background information on healthy food choices campaign activities to support the development of the survey tools. Provide guidance on ethical approval requirements and referral to Ethics Review Board (ERB) or Institutional Review Board (IRB) to obtain final approval.  Provide contacts of supporters and partners to be included in the study sample/survey. Providing Input and approval on the questionnaire development. Providing Input and approval on the reporting specifications.   NB: Assessment design must follow the minimum standards and procedures outlined in No.5 of this TOR including procedures on minimizing harms and maximizing benefits, informed consent, privacy and confidentiality, and professional conduct. The ethical considerations emphasize the importance of respect for and protection of child rights for the best interests of the child, non-discrimination and participation. The contractor must include ethical considerations and mitigation strategies in the inception report.   Deliverables and Timeline   Phase 1 – Inception   Deliverable 1 The Inception report in English outlining the audience study, including the project plan, methodology, proposed questionnaire and focus group discussion guide, ethical consideration (IRB approval), limitations and mitigation plan, and timeline. Estimated timeline of delivery: 2 weeks from signing of contract, tentatively within September 2025.   Phase 2 – Data Collection   Deliverable 2 Data Collection field work for both qualitative and quantitative data completed Submission of draft report in English and Thai on key findings and summary from Qualitative survey (Focus Groups and IDIs) Submission of raw data for quantitative survey Estimated delivery timeline: one month after field work, tentatively within 21 October 2025.   Phase 3 – Reporting on findings   Deliverable 3 – Draft report Draft of final report (Qualitative and Quantitative findings) and PowerPoint Presentation in English. Estimated delivery timeline: one month after field work, tentatively within 30 November 2025.   Phase 4 – Data analysis and reporting   Deliverable 4 – Final analysis report Final report in English and Thai Annexes in English and Thai Final Executive summary (3 pages max.) in English and Thai Final PowerPoint presentation in English and Thai Estimated delivery timeline: Two weeks following feedback on draft report, tentatively 31 December 2025.   For full details, please refer to the attached Terms of Reference.   This tender will be run through the UNICEF e-submissions system (UNGM).   By clicking on the blue ‘Express Interest’ button in the UNGM tender notice, the full UNICEF e-submission system instructions to bidders document (including instructions on how to access the tender documents and submit an Offer) will be automatically emailed to the ‘contact persons’ included in your UNGM registration. Alternatively, the full UNICEF e-submission system instructions to bidders document is publicly available on the UNICEF supply internet pages here: https://www.unicef.org/supply/index_procurement_policies.html .   In the tender management site, if you navigate to the documents tab and opt in to confirm your intention to submit a Bid – you will then see the mandatory placeholders for documents that must be attached prior to submitting your Offer (you will also see if there are any mandatory questionnaires to complete). As such, you are recommended to `opt in` well before the submission deadline so you are clear exactly what documents are required to be uploaded prior to completing your submission.   Please note that in order to access the full-set of tender documents through UNICEF’s e-submissions system, vendors must: (1) be registered with UNICEF in UNGM as a company/NGO; (2) have successfully completed all mandatory information currently required by UNGM when registering.   Please ensure that any files submitted as part of your bid are not corrupt or damaged in any way. Please exercise caution when using compressed files. Any corrupt or damaged files may lead to your Bid being invalidated.   All vendors are strongly recommended to regularly log-in to the UNICEF e-submissions system to check for any deadline extensions, new clarifications, new correspondence or updated tender documents relating to this tender.   Should you have any questions against this solicitation, please submit your queries to Tongchanok Sonsawangphol at [email protected] with CC to: [email protected] - no later than 11 July 2025 so that all queries could be clarified and circulated to all bidders before the deadline. The deadline for submission of proposals is 21 July 2025, 10:00 am Bangkok time.   We look forward to receiving your proposals within the given timeline.   Best regards, UNICEF Supply team