RFP Invited for SBCC Mid-Media Activation

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About the Organization:

Pathfinder International is driven by the conviction that all people, regardless of where they live, have the right to decide whether and when to have children, to exist free from fear and stigma, and to lead the lives they choose. They have partnered with local governments, communities, and health systems in developing countries to remove barriers to critical sexual and reproductive health services.

Program Context:

YUVAA (Youth Voices for Agency and Access) is a flagship family planning program of Pathfinder International being implemented in ten selected districts of two states—namely Nalanda, Gaya, Patna, Vaishali and Muzzafarpur in Bihar and Satara, Solapur, Kolapur, Sangli and Ahmednagar in Maharashtra. The program is currently LIVE in rural areas of all the ten districts.

One of the broad objectives of the YUVAA program is improve access to quality family planning services for newly-wed couple (planning for delay in first child) and young couple with one child (planning for spacing). Also, demonstrate a viable and scalable service delivery model for stakeholders like partner NGOs and govt agencies.

The Plan & Requirement:

Pathfinder is planning to hire a reputed mid-media agency to launch a high intensity SBCC mid-media campaign under the YUVAA program. Pathfinder plans to launch the campaign on 1st week of October 2021 in both the states in Hindi and Marathi.

Broad Objective:

Key performance metrics

• Increase demand for family planning services in the campaign villages.
• Enhance the visibility of YUVAA at the community level.

Specific Objectives:

Performance metrics for the campaign

• Complement the YC interventions and create/amplify buzz about FP in the target villages.
• Create incremental exposures through group activities and digital for greater SBC impact.
• Drive audience to Hello Safal IVR platform.
• Establish Yuvakaars as one of the authentic sources for FP information and services (product), especially in the newer villages.

Scope of Work:

• Based on the brief, agencies are encouraged to submit a technical proposal with a detailed and measurable campaign idea and plan for execution.
• The technical proposal should have a detailed Covid-compliance measures.
• The agency to execute the approved campaign plan as per the timeline mutually agreed.
• The agency to depute an experience team to execute the campaign and a point person to work closely with the Pathfinder team. The campaign team to work closely with the YUVAA field team on a day-to-day basis.
• The agency to design and develop all the creative, messages and collaterals as proposed in the campaign. All the materials developed should be approved by the Pathfinder team point person before execution. However, Pathfinder will share the creative/communication assets developed and currently being used at field level only with the selected agency.
• The agency to propose a detailed monitoring mechanism preferably online dashboard. All the activities conducted at the ground level should be approved by designated YUVAA field manager. A vetting mechanism will be mutually devised.
• Once the agency is finalized, PI will sign the MOU with mutual T&C.
• The campaign will be in Hindi for Bihar and Marathi for Maharashtra.

Generic SOW:

• The agency must submit technical and financial bid separately.
• Any copyright issue related to the campaign idea/concept/creative design/etc will be the sole responsibility of the agency. Pathfinder will only be responsible for the content/messages, as approved.
• All materials developed as part of the campaign will be the sole property of Pathfinder and the agency has to handover the softcopies of all the final materials in a hard-drive.
• Pathfinder will have the rights to use the concept/idea/creatives and communication products developed as part of the campaign in any future campaigns.
• The agency team must strictly comply with CAB at all time as per govt guidelines and as per the Covid compliance measures mentioned above.
• Any issue related to local authority will be the responsibility of the agency.
• Any financial implication incurred by the agency for the development of the technical/financial proposal for the bidding purpose will not be reimbursed by Pathfinder.

Annexure is available here

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