Knowledge Management Storytelling Consultant & Videographer Consultant on Promoting ASEAN Good Animal Practices along the Value Chain for Agricultural Cooperatives

Deadline: 2019-05-20

Promoting ASEAN Food Safety Module Good Animal Husbandry Practices (GAHP) for Layers and Broilers

1. Background and Justification

The recent business atmosphere has been influenced by the acceleration of information’s flows and capacity of response (Cortez et al, 2017)[1]. Besides, supply and demand impact involves in the change of business structure, including in livestock and poultry sectors. Poultry industry has become attractive business. The industry has change structure business from integrated farming system to a new system, supply and value chain, among companies, livestock organizations/agricultural cooperatives, and farmers.

Chicken meat places in the top of supply and demand meat, compared with beef and pork. FAO noted that poultry meat production in some Southeast Asia countries reached approximately 8.7 million metric tons, and beef meat production reached 1.7 million metric tons in 2017. Chicken accounts for a slight majority of Southeast Asian meat consumption. The growth of chicken consumption in ASEAN countries has reached 5.2% in the last twenty – five years, while beef (3.4%) and pork (2.8%) (USDA, 2017). Consequently, higher demand will be responded by companies to produce or import chicken to fulfill the chicken meat demand in Southeast Asian Region.

However, the rapid growth in poultry sector is not without its challenges and risk to the environment. The diseases outbreak is the main cause of major losses for the poultry industry, particularly in Thailand, Cambodia, Indonesia and Lao PDR. The outbreaks of avian influenza such as Highly Pathogenic Avian Influenza (HPAI) in chicken and other diseases such as fowl Cholera and Newcastle disease we mainly caused of the poor hygiene and climate condition. World Health Organization reported that there were 498 cases of H5N1 infection in humans from 15 countries in the world, where 294 cases (59%) resulted in deaths human (Case Fatality Rate = CFR) (FAO, 2010)[2]. Furthermore, cost production for feed, particularly poultry, also become an important issue. Feed cost dominates production costs, which is approximately 70%. Meanwhile, some raw materials of feed must be imported, such as corn, fish flour, and premix where those are important ingredients of feed. Consequently, the production cost will increase, then it will be burden on farmers.

The situations above are an illustration of the poultry industry. At present, the focus on poultry industry is to produce food safety and maintain the health of workers who work in poultry industry, especially poultry farmers. Food safety production in chicken commodity is starting in the farm. The issues of animal welfare and biosecurity must be center of attention for producing food safety and maintaining the health of workers. In some ASEAN countries, number of poultry farmers are dominated by smallholder producers. The application of animal welfare and biosecurity on farms has not received attention by farmers.

Therefore, considering its existing problems, and supporting the implementation of ASEAN Food Safety Module Good Animal Husbandry Practices (GAHP) for Layers and Broilers, food safety within poultry value chain needs to be improved. ASEAN needs to promote technical and institutional structures that include all the available and necessary expertise to effectively implement the activities to raise the awareness for establishing a strong sustainable livestock management. This is to ensure its long-term competitiveness and regional cooperation between relevant national and regional livestock and operational industries related actors, including civil society, private sector and academic institutions. The framework of the knowledge management can be seen at illustrate 1.

This Knowledge Management is therefore developed by AFOSP – ASEAN Foundation with support from the EU-IFAD to raise awareness on sustainable livestock management at the livestock cooperatives or smallholder producer organizations. The primary goal in promoting the guidelines are to promote the importance of food safety in poultry and facilitate improved implementation of ASEAN cooperation in Food, Agriculture and Forestry (FAF).

2. Objective

The overall objective of Knowledge Management of ASEAN Food Safety Module Good Animal Husbandry Practices (GAHP) for Layers and Broilers is to raise awareness and improved coordination on sustainable livestock management. Specific objectives are:

  • To identify best practice on implementation GAHP for layer and broiler in poultry industry for layers and broilers in some ASEAN countries. The information can be used as sources or inputs for storytelling.
  • To review and identify communication models for promoting the ASEAN Guidelines that is suitable for agricultural cooperatives (e.g. videos, promotional handout, many others)
  • To develop technical and practical concept notes for story telling on the ASEAN Good Animal Husbandry Practices (GAHP) for Layers and Broilers along the value chain involving the agricultural cooperative
  • To support ASEAN Sectoral Working Group on Livestock (ASWGL) on the implementation of ASEAN Good Animal Husbandry Practices (GAHP)

3. Target Groups

Poultry organizations (organisations that organize groups of poultry farmer, such as poultry shop, group of farmer, non-government organization, etc) and agricultural cooperatives (specific in poultry business) in ASEAN countries.

4A. Output of the Knowledge Management for Storytelling Consultant

The main output is a conceptual storytelling outlining the interpretation of the ASEAN Good Animal Husbandry Practices (GAHP) for Layers and Broilers. The conceptual storytelling should have the following outlines[3]:

  • Nature and scope
  • Common issues in ASEAN
  • Poultry activities
  • Food Safety in Poultry Farming
  • Good Practices for Poultry Layers and Broilers
  • Possible joint action

4B. Output of the Knowledge Management for Videographer Consultant

The main output is a 15 mins edited video outlining the interpretation of the ASEAN Good Animal Husbandry Practices (GAHP) for Layers and Broilers. The scene should have the following outlines[4]:

  • Nature and scope
  • Common issues in ASEAN
  • Poultry activities
  • Food Safety in Poultry Farming
  • Good Practices for Poultry Layers and Broilers
  • Possible joint action

The storytelling should have the following outlines[5]:



Video duration (minutes)

Nature and scope: poultry industry

At a glance the nature and scope of poultry industry in ASEAN countries and policies, especially GAHP promotion and implementation


Common issues in ASEAN

Describe the common issues in poultry industry (layers and broilers) in ASEAN, such as implementation on GAHP, biosecurity, and animal welfare


Poultry activities

Describe (in general) the whole poultry industry (layers and broilers) from upstream to downstream to see the integrated farming and value chain. For instance, final stock day old chick (DOC) in layers and broilers production, on farm activities, transportation, handling and storage.


Food Safety in Poultry Farming

How to handle and secure food safety production that related with biosecurity in farm, transportation, and storage


Good Practices for Poultry Layers and Broilers

Describe the crucial point at Guideline Animal Health Practice (GAHP) in beginning on farm, transportation, and storage


Possible joint action

The important point to disseminate knowledge management on GAHP in the poultry farmers is to build network with poultry organization or agricultural cooperative. They are the first institution targets to be trained about the substances of knowledge management.




For communication models:

The video production can be produced through some video samples have been made by other institution or in the website. Those videos must be free and noted the sources. The sequences and duration of video follow the outline above. The video should be interesting and simple to raise awareness on public audience and agricultural cooperatives. Therefore, it is necessary to recruit a video expert to make an interesting video

5. Scope of the Story Telling Concept Note

The storytelling concept note should cover the following:

  • Stakeholder mapping of the key players. It should be described in outline Poultry Activities and Poultry Layers and Broilers in the value chain.
  • The existing system and context such as existing ASEAN documents on livestock and poultry (to be considered whenever relevant). This scope should be included in outline Nature and scope: poultry industry, and Good Practices for Poultry Layers and Broilers.
  • The most effective scope of information and approach for raising awareness on livestock and good animal husbandry practices to public audience and agricultural cooperatives. It is a part of communication models (video or handout) to raise awareness on public audience and agricultural cooperatives.
  • Detailed talking points or subtitle or illustrative message. This scope should be decomposed in each outlines.
  • Recommendations for strengthening regional technical cooperation mechanism on poultry that will best lead to the achievement of the study’s overall objective. This scope should be described in outline Potential business for agricultural cooperatives.

6. Methodology

The storytelling consultant will apply mixed methods approach e.g. interviews, desk research, mapping exercise. The videographer consultant must work together with storytelling consultant in order to best interpret the storyboard into video production (filming & editing)

7. Duration

The duration of the consultancy is 20 working days. The working days will not be 20 straight days, since we have to coordinate with other institutions as well.

8A. Qualification

Essential and required qualifications for the storytelling consultant include:

  • Technical expert in poultry and supply chain in ASEAN
  • Knowledge of the ASEAN policies in poultry and its implementation at ASEAN Member States level
  • Working experience with small scale poultry organizations/cooperatives
  • Strong network with poultry research institution is desirable
  • Strong background in capacity building concept development in poultry in the ASEAN Regional context.

8B. Qualification

Essential and required qualifications for the videographer consultant include:

  • Experience in developing a storyboard or knowledge management
  • Advanced experience as videographer and video editor
  • Of necessity are creativity, originality, fluency of Ideas, information ordering and problem sensitivity
  • Ownership or possession of high resolution state of the art digital camera, video camera, or drone are highly desirable
  • Must have an eye for details

The consultant could apply as a team with storyboard consultant or apply individually

  1. Reporting Mechanism

The story-telling storyboard will be presented in a clear and concise manner addressing the Scope of the Concept Note. The preferred storyboard format is Microsoft Word or PPT. The final video should be in 15 mins video. Combination of video and graphic design are encouraged particularly in presenting the stories on Good Practices for Poultry Layers and Broilers

Output to be prepared and submitted to ASEAN Foundation as follows:

  • An initial electronic draft of the storyboard for review and feedback submitted on 8 May 2019 and submit create video mock up on 17 May 2019
  • Consultant will work on the feedback from ASEAN Secretariat and Working Groups. Final video should be submitted on 17 June 2019



Administrative process (Bidding)

20 March – 18 April 2019

Award to Consultants

22 April 2019


25 April – 16 May 2019

(15 Working days)

Submission to ASEAN Foundation

17 May 2019

Submission to ASEAN Secretariat

20 May 2019

Circulation and Approval from AMS

(will be reported during ASWGAC Meeting on 21-24 May 2019)

20 May – 11 June 2019

(5 Working Days to work on revision)

Final Delivery to ASEAN Foundation

13 June 2019

Final Delivery to ASEAN Secretariat

17 June 2019

  1. Application Procedure

All interested applicants to send application by 20 May 2019 (extended), stating the position with the following documents to and copy to: and

  • Application letter and time table on how the assignment will be carried out completed with clear deliverables (depends on AMS approval)
  • Curriculum vitae and
  • Price proposal
  • The samples of the storyboard/design/writing

Illustration 1. Framework of Knowledge Management Concept Note

Annex 1 : ASEAN Food Safety Module Good Animal Husbandry Practices (GAHP) for Layers and Broilers


[1] Cortez E C, Illescas G M, Saez P Z, and Jimenez M V. 2017. Knowledge management in agricultural production associations.

[2] FAO. 2010. H5N1 HPAI Global Overview April – June 2010. Published by Empres/FAO-Glews. United Nation.

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