RFP - to hire a Communication / Creative Agency

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About the Organization

MAMTA Health Institute for Mother and Child (MAMTA-HIMC) is a leading National-level not-for-profit institution registered under society Registration Act 1860. In the last 30 years, MAMTA has evolved in to a leading, multi-pronged, institution and is focused on empowering people and communities; building capacities; forging partnerships and alliances; building evidences on implementation as a science to advance policy and programme investments for health and nutrition of the marginalized. MAMTA works in 20 States through the mechanism of direct intervention, community mobilization, health system strengthening, networking and policy advocacy in close partnership with Government and Public health systems, civil societies, academic institutions, corporate sector and the community at large.

About the Proposal

The Dettol School Hygiene Education Programme seeks to drive behaviour change through a multifaceted approach, which targets schools and the community at large. It also aims to build teacher capacities in understanding and imparting a curriculum that builds students’ critical thinking, decision making and analytical skills, in the most experiential and interactive way.

Scope of Work

• A Communication / Creative agency is required to assist MAMTA HIMC in developing strategies for public awareness about WASH in different media which involves conceptualizing, designing, developing, producing creative content for various events and executions of those events. The events are listed below:
• The Hygiene & Sanitation Music Tours is designed to raise awareness about hygiene and sanitation practices through live music performances, utilizing the cultural appeal of folk music. This tour specifically targets out-of-school children, rural and semi-urban communities, with a particular focus on engaging youth and families. By tapping into the power of music, the initiative seeks to foster healthier behaviours and promote hygiene practices in a culturally relevant and impactful way. FIVE such tours in Nagaur, Jaisalmer, Jaipur, Dungarpur, Sirohi to reach 4,50,000-5,00,000 people physically, digitally and through social media aligning with the various fairs and festivals of Rajasthan.  
• Puppet shows: Live performances of puppet shows would be organized through already trained puppet troupes as well as videos of puppet shows will be played in 25 schools of Jodhpur and Bikaner, 25 schools of Sirohi and Banswara and 25 schools of Jaipur and Kota on large screens in community settings considering the power of oral dialogues. The puppet shows would be performed in schools, community centres, tourist places etc. 75 Live shows are to be performed.
• Social Media Influencers: We aim to collaborate with 2 influencers like “Bhuvn Bam”, “Kutle Khan”, as Gen Z are particularly susceptible to influencer marketing due to their digital nativity and reliance on social media for information and entertainment. In this programme, influencers will create hygiene content that resonates with Gen Z's online culture, making hygiene education not only informative but also "cool." Through the influencers we expect to indirectly reach 26.4 million community members through their followers.
• ONE Hygiene campaignin newspapers to reach a wide audience, lend credibility, provide targeted messaging, educate readers, engage communities, and advocate for necessary hygiene policies is to be designed and executed. The campaign would run across Rajasthan covering all districts and collaborating with education department with an estimated indirect reach of 1.6 million.

Deliverables

• Plan and execute the state level launch event at Jaipur involving CM Shri Bhajan Lal and Dy. CM Smt. Diya Kumari and other prominent guests from govt, media etc.
• Curate guest list, liaise with govt and media and ensure participation and coverage
• Manage celebrities and influencers for the events and the tours
• Develop content and design the materials for print and digital media campaigns
• Identify 10-15 top state-level and national media outlets for the purpose of media coverage and conduct hygiene newspaper campaign.
• Facilitate press releases
• Create dedicated Social Media handles for the tour on LinkedIn, X, Facebook, Instagram and YouTube
• Generate followers and ensure wide visibility
• Create and post content for social media as per approvals
• Design and develop all collaterals for all events and the tour as per approved plan
• Shoot and produce 20 thematic videos (~90 seconds) primarily for Social Media
• Develop scripts/lyrics for the Music tour
• Design and develop/print outdoor and takeaway communication materials viz. thematic brochures, calendar, diary, takeaway materials
• Develop an exhaustive report of the entire tour including the analytics of the digital media, press coverage
• Create a photo album and a short video (~3 minutes) of the tour

Eligibility

Interested agencies should provide the following information in their proposals:

• Company overview and history, including relevant experience
• Detailed cost breakdown for each event. Please mention the amount inclusive of GST. Only GST registered agencies shall apply. Please also provide the GST registration certificate.
• Contact information for at least two references who would tell about the agency's experience and work quality.

How to Apply

Please submit the proposal only via email to rfp@mamtahimc.in , latest by 30th December, 2024 (EOD).

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