LRPS-EMU-2015-9120660
REQUEST FOR PORPOSAL FOR INTEGRATED MNCH MEDIA CAMPAIGN IN SOMALIA
UNICEF Somalia is requesting for proposals from media and advertising agencies with experience in working in the development sector for the integrated MNCH campaign based on a creative brief provided. Companies are free to twin up with an organization that can support the below the line activities especially organizations already working inside Somalia.
TERMS OF REFERENCE
1.0 Background
UNICEF Somalia has a five year country programme covering the following programmes:
• Accelerated Child Survival Development (ACSD) comprised of Health, Water and Sanitation (WASH) and Nutrition.
• Education
• Child Protection
• Malaria
• HIV and AIDs
For each of these programmes there is a component on behavior change which requires the development of creative messages to achieve specific programme objectives. Nine key behaviors have been identified across the programmes and UNICEF together with other partners would like to execute and integrated campaign. The nine key messages are:
ｷ Promoting early and exclusive breastfeeding for the first 6 months
ｷ Managing diarrhoea at the family level through correct use of ORT/zinc and the recognition of early signs of dehydration
ｷ Safe excreta disposal and hand washing with ash/soap at four critical times
ｷ Appropriate care seeking behaviour for essential newborn care practices and pneumonia prevention
ｷ Promoting antenatal care
ｷ Promoting age appropriate complementary feeding
ｷ Promoting immunization
ｷ Promoting use of ITNs
ｷ Prevention of HIV/AIDs stigma
The firm will be required to develop creative messages which can be executed through different channels like print, electronic (television and radio), technology (SMS), community point of service sales, etc. based on in-depth study of the specific target audience for each project or campaign. The firm would be required to purchase airtime and place the radio programmes/spots, develop and print the IEC materials and develop training for the Interpersonal Communication component for the programme as well as provide account management, coordination and creative services.
The firm would have to work closely with the UNICEF programmes and refer to documents/studies to identify barriers and bottlenecks for each of the behaviours and propose contextualized, innovative and interesting communication interventions. The execution of the suggested strategies should include both above and below the line activities (interpersonal communication, community participation, community dialogues, drama, schools – peer to peer approaches etc.)
2.0 SCOPE OF WORK
Major tasks to be accomplished 🙁 Estimate the time required to complete each task)
Task 1
1. Develop campaign concepts for promoting Maternal Neonatal Chid Health (MNCH) services and messages; the concepts developed will be used in our communication. The concepts developed will be used/run through all the materials and all media used i.e. Radio, Billboards, Point of promotion materials, Brochures, posters, banners, job aides among others. The agency is required to have at least three (3) concepts prior to the development of specific materials/executions.
Task 2:
1. Develop messages and designs to be executed across different channels for increased awareness and demand creation among the audience.
2. Develop and produce mass media (Radio (10 radio stations 5 SCZ, 3NEZ, 3NWZ), television (6 stations 2 per zone), SMS (one telecom firm per zone), social media, outdoor etc.) promoting and raising awareness on the services and messages being promoted. This will include the translating messages, purchasing airtime and placing the spots/programmes on identified radio stations across Somalia.
Breakdown of programmes/spots: One 30 min programme per week on radio/TV with highest listenership and repeat once a week on the other stations, radio spots aired three times a day on each radio station at the prime times and two spots per television station per day at prime time.
1. Develop training, flip charts, IEC materials in line with the campaign concept that can be executed through Community Based Workers and Health service providers.
Task 3:
1. Pre-test and test concept for the messages and campaigns before final production
Task 4
1. Access media landscape in Somalia through a desk review and advice on listenership partners, which will enable identification of the appropriate media channels for execution.
Task 5
• Implement the strategy in phased manner: 1) Above the line e.g. mass media will be implemented across all country 2) Below the line Training/community dialogues through the use of interpersonal skills will be implemented only in the EPHS and GAVI areas of Somaliland and Puntland. 3) Expansion to other regions and SCZ will be based on funding availability and other environment considerations.
Coordination
• Participate in meetings and workshops at Zonal level that will enable understanding of the Somalia environment whenever appropriate.
• Hold regular contact meetings with UNICEF, Ministry of Health and implementing partners for follow up
3.0 DELIVERABLES
Based on the scope of work, it is anticipated that the deliverables will be as follows;
• Developed and designed campaign concepts based on the situation analysis in the zone C4D strategies.
• Designed, produced, pretested, distributed and monitor (whenever possible) mass media campaigns on different health issues including print, radio, outdoor and community mobilization materials. This will include development of radio serial drama and spots on MNCH, develop scripts for and training of community drama groups and develop signature jingles for the campaign.
• Report on Somalia media landscape based on desk review of available media surveys.
• Implement campaign: training on the products produced especially for 400 health workers and 1000 community based workers, execution of different channels below and above the line. Implementation will be phased starting with EPHS and GAVI areas of Somaliland and Puntland. The organisation/firm will train on the trainers 15 in total who will in turn conduct the cascade training.
• Coordination and monitoring reports
4.0 PROGRAMME PARAMETERS
For planning purposes and to provide a consistent set of parameters under which your response to this request for proposals can best be presented and evaluated, you should use the following assumptions in proposing activities under this scope of work:
UNICEF will sign a one year contract with the selected agency. The contract commence on the day the contract is signed by the agency.
The actual budget will be negotiated and will be pending availability of funds. We are interested in seeing how agencies can maximize the hypothetical budget across the campaign activities.
For more information about the project the following documents will be availed: Communication for Development strategy, reports, studies etc.
5.0 Location: Nairobi with frequent travel to Somalia
6.0 Supervision: The project will be supervised the UNICEF C4D Specialist
7.0 Duration: 12 months (estimated 12 design assignments)
8.0. End Product: (e.g. final report, article, documents, etc.)
• Strategy for specific campaign/project
• Creative concepts (3 sets) for specific project
• Media plan for each campaign/project
• Camera ready artwork for all printing materials produced
• Studio ready material for electronic media (radio, television)
• List of identified radio stations with justification on selection and times for airing programmes/spot
• Each of the final materials should be submitted in hard and soft copy
• Final electronic materials should be on audio and visual CDs as appropriate
9.0. Mode of payment:
Payments will be tied to deliverables and will be made in three parts:
30% on production of inception report and presentation of campaign idea
40% on presentation and acceptance of creative concept, messages, materials, execution channels
30% on completion of job.
10.0 BIDDING PROCESS
The following steps will be taken in conducting the bidding process and selecting the winning agency:
A technical & cost proposal will be required from the responding advertising agencies. The technical bid should be submitted in three parts: the Strategy, Creative and Media Plan as detailed below under the requirements for responding. For purposes of bidding the proposal should contain unit costs for the different services/activities being offered.
UNICEF will then constitute the review panel for proposal responses. Evaluation criteria and a point based scoring system have been developed and included within this RFP.
Upon receipt of proposals review committee members will independently review and score all written submissions. Scores will be calculated for technical, management and cost components of each proposal. Please provide costs for each specific task.
The committee will then meet and scores based on the individual assessments will be calculated and the winner will be notified.
Physical visits to the premises and direct discussions with the three finalists will be carried out as the final aspect of the selection process.
11.0 EVALUATION CRITERIA
Evaluation criteria for selecting the winning agency will include both technical and cost categories consistent with the scope of work including:
a) Technical Proposal
Criteria Points
a) Technical Approach and Qualifications
1 Agency background and experience 10 points
2 Qualifications and Management of
Assigned Account Staff 15 points
3 Agency Approach and strategic Thinking 25 Points
4 Initiative and Creative Ideas 20 points
5 Campaign media plan 10 points
6 Time table & Implementation Plan 5 points
Sub- Total 85 Points
Technical Proposals that do not obtain minimum 60 point will not be reviewed further.
Financial Proposal
Budget Allocation/Value per illustrative Budget 15 points
Total points for RFP (Technical & Financial) 100 Points
12.0 REQUIREMENTS FOR RESPONDING
Agencies are required to submit the following in response to RFP.
Technical Proposal
A statement on organization capabilities including:
A. background summary of the agency outlining areas of expertise;
A current list of clients; and any direct experience the agency has working in the development sector
A list of proposed personnel for our account and how much time (percentage) each staff member will be allotted to the tasks required to implement a project’s scope of work. Please attach their CVs.
B. The technical proposal on for MNCH campaign (Document attached) should be submitted in three parts for both above and below the line: the Strategy, Creative and Media Plan.
Strategy
The Agency, based on the Communication for Development (C4D) MNCH Strategy will develop a comprehensive integrated campaign for MNCH. The MNCH campaign should clearly specify why the campaign is conceived, how would it will be executed and how is it going to impact the audience and achieve the desired indicators. The Agency should clearly specify the target groups.
Creative
The agency will offer their best creative ideas (at least 3 ideas should be presented) for this campaign to be executed through different platforms of execution like print, radio, events, etc.
Media Plan
The Agency will submit a comprehensive Media Plan to suit their proposed strategy that should essentially include the common platform, Radio, Print, Events and other ancillary media.
13.0 INSTRUCTIONS FOR PROPOSAL AND COST ESTIMATES
For cost comparisons, bidders are requested to submit realistic and competitive cost estimates under the section of comparative costs listed below. Cost estimates must be provided with sufficient information to justify the estimates. In other words, we request bidders to provide us with total costs, costs per item and unit costs where applicable.
For all cost estimates, adequate detail should be provided so that the basis of the estimate can be understood, such as unit costs for labor, travel, other direct costs (e.g. communications, printing etc.).
All costs should be justified based on current market experience or with means for alternative validation.
Validity of proposals
The submitted proposal must be valid for a minimum of 30 days from the date of submission.
Currency
The currency to be used in the proposal is US dollars and Kenya Shillings
Short-listed agencies will be invited for interviews where presentation of the campaign concepts will be presented.
CAUTION
UNICEF reserves the right to add or delete information, or otherwise amend the contents of this RFP during the period of preparation of proposals.
Rejection of Offers
UNICEF reserves the right to reject any and all offers received and/or to cancel any or all the deliverables put forward in this RFP. Also, UNICEF reserves the right to cancel the bidding process without assigning any reasons.
Incurring Costs
UNICEF is not liable for any cost incurred by the bidders in connection with the preparation, submission and delivery of bids in response to this RFP.
Adherence to the Competitive Bidding Process
UNICEF adheres to a competitive bidding process; any actions to influence the selection process will not be tolerated.
Copyrights
UNICEF reserves copyrights for all materials produced
HOW TO APPLY:
Responses to this Request for Proposals are due no later than 18/09/2015. Proposals delivered and/or received after this deadline will not be considered and will be marked disqualified and returned.NOTE: Bidders are requested to provide details i.e. name and ID no. of person delivering the bids a day before the deadline to facilitate entry into the complex to: somsupply@unicef.org
Hard copy proposals in sealed envelopes must be hand delivered to:
Supply & Logistics Section
UNICEF Somalia Support Centre
UN Gigiri Complex, Block Q, First Floor
P.O. Box 44145-00100
Nairobi
a) One set of the completed technical and cost proposals should be submitted on CD in a sealed envelope.
b) Three printed sets of the completed technical and cost proposals should be submitted in three separate sealed envelopes. (Individual envelopes for technical and price proposals) clearly marked with RFP No., Name of Company, Technical Proposal and Financial Proposal
c) Please ensure you register your delivery with the UNICEF Somalia Supply Unit, on email address:somsupply@unicef.org
d) Ensure that you receive a confirmation that your proposal has been received. This will be your evidence that your proposal has been delivered on time and has, therefore, been accepted for review/assessment.