CCI: Request for proposals from Media Buying and Planning Agency

Centre for Communication Impact (CCI)
Please note: this opportunity closing date has passed and may not be available any more.
Opportunity closing date: 
Friday, 6 November, 2020
Opportunity type: 
Call for proposals

Centre for Communications Impact (CCI) invites bids for media buying and planning services to develop a media strategy for the placement of Masiphephe radio drama series, radio promos, public service announcements Outside Broadcast (OB) coverage on community radio platforms. CCI is developing a 30mins series which combines drama and talk-shows which seek to address issues that influence Gender-Based Violence and Femicide (GBVF) in communities through storylines that portray real life stories among men, women, youth and children; and across key populations such as People with Disabilities (PwD), Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, Asexual and other extensions (LGBTQIA+) and the elderly. The stories will portray , key drivers and the multiple exacerbating factors influencing GBVF including socialization in dysfunctional homes and environments, peer pressure, toxic masculinities, gaps in the justice system regarding GBVF response among others; empower listeners to address issues that promote violence in relationships, homes and communities; and encourage various ways to seek help early. The series should challenge potential perpetrators to identify triggers that place them at risk of committing GBVF related cases.
Masiphephe Network is a USAID funded project focused on reducing gender-based violence and femicide in selected districts in Gauteng, Mpumalanga and KwaZulu Natal. Bids should be submitted to Pinky Makhaye via email ( and copy no later than 14h00 on the 6th of November 2020.
Short listed service providers will be selected and notified a week after receiving the bids.
Please address any questions to:
Rodgers Baloyi via email and
Pinky Makhaye via email

1. Background

CCI is a section 21 South African organization that specializes in the use of strategic communications to create awareness, promote service uptake and contribute to health and well-being of all people living in South Africa.
CCI has in the last 10 years developed and implemented impactful health and GBV campaigns through social brands Brothers for Life and Zazi brands, and the organization has also created the well-known dramas Intersexions, Tsha Tsha and Sex Tips for Girls.
CCI also runs Asibonisane, a community based programme that offers a number of interpersonal communication interventions that address issues of HIV and GBV and promote the uptake of services to contribute to reduction of cases in various communities.
Masiphephe Network is looking for a qualified media buying and planning agency to develop a media strategy which places radio as the key platform to engage, influence behavioural change especially among 18 – 34 men and boys in Masiphephe Project sites: Emalahleni, Mbombela, eThekwini (Inanda, Ntuzuma, KwaMashu and eThekwini West), and City of Johannesburg (Alexandra and Soweto).
Masiphephe Network, is a unique project funded by USAID designed to enable local government authorities, civil society, media and private sector organizations in local communities to work together to reduce GBVF in their communities; and to improve access to justice, victim empowerment and referral pathways.
The Masiphephe Network project in partnership with the University of Cape Town’s Gender Health and Justice Research Unit (GHJRU) and four community based organizations namely, Agisanang Domestic Abuse Prevention and Training (ADAPT), Sonke Gender Justice, Project Support Association Southern Africa (PSASA), Gugu Dlamini Foundation (GDF) and Ethembeni Crisis Care Centre (ECCC) uses innovative participatory approaches to reach, educate and challenge social and cultural norms and behaviours that promote toxic masculinity, strengthen local governance to fight GBV, improve access to services for both perpetrators and survivors, improve the effective use of available resources for justice for all survivors of GBV with the ultimate aim of creating safe and GBVF free communities.

2. The Radio Drama Series
As part of the Masiphephe Network interventions, CCI is developing a 30-minute Masiphephe radio talk show series which combines drama and talk-show and draw on latest GBV research to address normative issues that place men at risk of committing acts of gender-based violence and femicide.
The series will spark dialogue among men and women and thus facilitate community engagement and discussion on thematic GBV topics, raising awareness on risks and signs of abuse, safe spaces and available services for survivors and perpetrators of GBV. The series will be broadcast on selected community radio stations in the districts where the project is being implemented. The radio drama series will form part of elements of the Masiphephe radio talk show. It will be a prelude dramatization of topical issues that will be discussed in each episode of the talk-show.
CCI seeks to engage the services of a media buying and planning agency with experienced media planners to deliver the following:

3. Expected Deliverables

A media strategy which places radio as a key platform to create engagement, mobilize and influence the primary audience to recognize the behaviours that place them at risk of committing GBV or being victims of it themselves.

The media strategy will inter-alia:
3.1 Identify and select radio platforms /stations that appeal to the intended audiences in various communities where Masiphephe network activities are undertaken.
3.2 Work with identified radio stations to place a 24-minute radio drama and talk-show at a slot appropriate and appeal to the intended audiences.
3.3 Work with identified radio stations to place at least three promos daily, three LIVE reads daily with an aim to drive to the listeners to the radio drama series.
3.4 Work with all participating radio stations to develop and flight three various treatment of a PSA during the three-month broadcast of Masiphephe Drama series, at a frequency of two per day.
3.5 Work with all participating radio stations to plan and execute at least OB to support and publicize Masiphephe Drama Series Launch.
3.6 Propose a monitoring and evaluation tool that measures the listenership of the drama series and talk-shows.
3.7 Propose an audio monitoring tool and ensure that podcasts are submitted to CCI within 24 hours of broadcast.
3.8 Propose a pre-publicity and amplification plan for the drama series through other local mass communication platforms.
3.9 Monthly reports are submitted to CCI.
3.10 Full report is submitted to CCI at least two weeks after broadcast of the drama series/talk-show.

4. Length

Placement of drama series, talk-show and PSAs will commence once production is completed.

5. Target Audience

  • Primary audience: Men and Boys aged 15 – 34
  • Secondary audience: Older men, Women and Girls, Local Governance Structures such as Community Leaders, Advocacy Groups, Social Services Personnel, LGBTI community, etc. 

6. Requirements

The proposals must contain the following information:

  • A short proposal pitch which clearly proposes radio stations, time slots of the radio drama/talk show placement in the districts where Masiphephe Network activities are being implemented
  • Demonstrable experience of having successfully developed a strategy with bias to media placement, planning, implementation, monitoring and evaluations
  • Examples of successful activities of media placement in last 5 years especially with radio stations
  • Monitoring and Evaluation Plan including audio monitoring tool

7. Project Team

Please supply detailed CVs of Project Team who will work on the project with clear level of effort to the project.
8. Any Other Information

  • Company registration, VAT registration, Income Tax numbers/references
  • Directors or members or partners of Company, CC, or Partnership
  • References (provide at three references of similar work)
  • Tax Clearance Certificate
  • BEE Certificate

NB: Short-listed media buying, and planning services agencies may be invited to present their proposals in person, at a time that is suitable to both parties.
CCI will only communicate with shortlisted bidders and should you not hear from us within one month after the closing date, consider your applications as unsuccessful.

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