Centre for Communication Impact (CCI)
A project to provide strategic Public Relations, Communication and Digital services for the Food Policy Program’s public awareness campaign
Centre for Communication Impact (CCI) is currently working with stakeholder groups on a population level communication campaign on the problems of an unhealthy diet in South Africa. Fundamentally, the communication campaign aims to empower consumers with knowledge about unhealthy foods and to call for clear information unhealthy on food packaging. CCI seeks to appoint an agency to provide communications and public relations and digital services for a national media campaign to be launched in early 2021. An experienced agency is required to develop and implement a communication strategy to publicize and promote the campaign.
About Centre for Communication Impact (CCI)
Centre for Communication Impact (CCI), formerly known as Johns Hopkins Health and Education in South Africa (JHHESA) is a South African non-governmental organization that has been in existence since 2004, designing and implementing evidence-based strategic communication programmes to drive social and behavior change. CCI designs, implements and evaluates impactful communication campaigns that seek to inform and educate the public about issues such as HIV, gender-based violence and non-communicable diseases as well as to promote the demand and uptake of different health and social services among South Africans. All materials produced become the property of CCI.
2. PROJECT BACKGROUND
Obesity is a fast-growing issue with dire and life-threatening health consequences. Nearly one-third of the world’s population are overweight or obese, including more than 41 million overweight children under the age of five. Obesity is a key driver of non-communicable diseases, which cause more than 70% of global deaths.
South Africa has the highest overweight and obesity rate in sub-Saharan Africa, with up to 70% of women and a third of men being classified as overweight or obese. Some 40% of women in our country are obese and one in four girls and one in five boys between the ages of 2 and 14 years are overweight or obese. Obesity is associated with a number of diseases including type 2 diabetes, heart disease, stroke, hypertension and certain cancers, which are among the top 10 underlying causes of death in the country.
The most economically active portion of the population are now living with diabetes and heart disease, placing strain on the workforce and driving up health care costs. Furthermore, the costs of managing the chronic diseases caused by obesity are a heavier burden on lower-income households.
Among the various underlying causes for rising obesity levels, is the increasing consumption of highly refined and processed foods high in fat, sugar and salt and sugar sweetened beverages. Over the years, South Africa’s dietary patterns have shifted from natural and basic diets towards Western diets which typically consist of ultra-processed foods which contain high levels of salt, saturated fat and sugar.
The fast-changing food environment has made it increasingly difficult for consumers to avoid buying unhealthy foods. The high number of product choices in stores, incomprehensible labels and aggressive advertising by the industry disempower consumers from opting for healthier foods. The epidemic requires robust, policy-related preventive interventions to control the obesity epidemic. Some countries have laws and policies that enforce the application of front-of-package warning labels on unhealthy foods and regulate the junk food advertising to children thus making the environment more supportive for heathier food choices.
- Increasing public understanding and creating awareness about the high amounts of salt, fat and sugar in unhealthy ultra-processed packaged food they eat regularly can lead to obesity and other NCDs,
- Creating awareness on healthier food choices
- Introducing cautionary information for consumers on clear labelling of packaged food products Building public support for clear warning labels.
Campaign Target Audience
All adults aged 18-55 of LSM 3-8, most of whom are parents or caregivers, from low-middle socio-economic groups who purchase processed unhealthy food for themselves and on behalf of children aged 16 years and below.
Individuals with the power to influence the food environment including policymakers in the health and education ministries, members of parliament, other stakeholders and food distributors (main actors along the value chain).
- Obesity in Low- and Middle-Income Countries: Burden, Drivers, and Emerging Challenges: https://www.annualreviews.org/doi/pdf/10.1146/annurev-publhealth-031816-044604
- Previous campaigns: https://whatsinmyfood.org.za
- Library of TV commercials: https://www.mediabeacon.org/obesity/
- South Africa Strategy for the prevention and control of obesity in South Africa (2015-2020): https://www.health-e.org.za/2015/12/28/strategy-the-prevention-and-control-ofobesity-in-south-africa-2015-2020/
3. AGENCY TASK
CCI with the support of Vital Strategies has developed four concepts for a television Public Service Announcement (PSA)/ commercial to reflect the mass media campaign objectives. Each creative idea has gone through concept testing to determine the style of communication that resonates best with the target audience and elicits the desired reactions. Given this background, CCI with the support of Vital Strategies are seeking a Public Relations, Communications & Media agency to support the Mass Media Campaign (MMC).
The successful bidder will be expected to do the following:
a. Public relations & communications
- Conceptualize and carry out a communications and public relations strategy that will support and publicize the upcoming mass media campaign.
- Strategize, produce material for and execute campaign related activations.
- Generate continued earned publicity for the content, objectives of the campaign via traditional and digital media outlets (pre- and post-campaign)
- Plan and coordinate the media and stakeholder launch of the campaign, including preparing and managing databases, inviting guests and conducting follow ups.
- Design a media activation plan for publicity to raise awareness of the campaign.
- Develop a speakers panel, brief speakers prior to interviews as necessary.
- Prepare comprehensive media and stakeholder briefing packs including:
- Media releases
- Op-eds and thought-leaderships articles
- Media advisories/event invites
- Media pitching documents
- Speaking notes for spokespeople
- Fact / information sheets
- Conduct regular media monitoring and analysis to track discourse on food policy issues and the performance of the campaign and identify strategic opportunities for publicity.
- Identify, target and secure relevant multimedia platforms
- Compile and regularly update a database of media outlets
- Prepare comprehensive and targeted media schedules
- Provide monthly reports on media achievements,
b. Digital communications strategy
The appointed agency will be expected to develop a strategy for and implement a digital campaign to enhance the impact of the mass media campaign. The strategy should ideally include-and describe new tactics that will not only drive engagement about the campaign but also create opportunities for the campaign audience to participate in advocacy actions like signing petitions.
Strategic planning, implementation, data analysis, and optimization of the following:
- Redesign, manage and optimize the campaign website:
- Produce a strategy that will enhance an existing campaign website’s function as a platform to mobilize support for the campaign including design and search engine optimization to increase organic search visibility for our content
- Create and manage content for the website
- Provide or manage web hosting services for the campaign website.
- Create and manage campaign social media channels:
- Develop a strategy for the creation of social media channels dedicated to the campaign
- Create content for and manage campaign social media channels
- Ensure growth in audience reach and engagement
- Content creation and management:
- Develop content that is relevant to the campaign’s target audience and aligned with the key messages contained in the mass media campaign.
- Develop content that deepens engagement by various audience groups, grows the campaign online communities and inspires influencers.
- Manage content placed on the campaigns various digital and social media channels including doing regular community management.
- Social Media Growth & Engagement: create content, deepen conversations, grow communities, and inspire influencers .
- Measurement, monitoring and reporting:
- develop and rollout an optimization strategy to determine the effectiveness of different content strategies
- provide recurring reporting and analysis on leading and lagging Key Performance Indicators (KPIs) or metrics for the campaign site and social media channels.
Note: The exact deliverables for the project will be outlined in a detailed brief to the bidder
4. RFP DELIVERABLES
Our procurement processes require us to invite communication and public relations agencies to respond to this invitation to demonstrate how their credentials and experience can support the challenge ahead.
Your submission should include:
- A statement of why your agency would be a suitable partner for CCI (one page). This should include Development Plan , List of Tasks, Timeline , Proposed Budget and Deliverables.
- Description of previous work done that is relevant to the communication task specified by CCI. Links should be provided to view examples online (including examples of media coverage achieved, and successful digital campaigns) (no more than 5 pages).
- Experience working with similar not-for-profit clients and your approach to this type of work with international news agencies (no more than two pages).
- Experience plus one or two examples of delivering high impact communication strategies for campaigns (including developing content, planning and managing media and stakeholder events). (two pages).
- Experience of the proposed team that would be assigned to CCI (including account manager, strategist, media liaison, finance manager, writer/content producer, events manager, digital strategist, content developer, web designer). Agency proven capabilities to manage large projects and a workplan that demonstrates availability to work on the account over mid –December 2020– March 2021 (two pages)
- Contact details for 3 referees (one page).
Note: Please structure your submission addressing the points numbered 1 to 6 as above.
The written tender application should focus on the following aspects to qualify and be considered:
- Originality & creativity of proposal:
- Create a unique campaign proposal
- Use of visuals of CCI CI
- Shows an understanding of who FPP’s target market is
- Portfolio of evidence:
- Evidence of past work
- Current and past clientele
- Category, market segment or product experience:
- Have prior experience working with client in the health services sector will be an advantage
- Level of experience of staff who will work on Food Policy Project (FPP) account including their abbreviated CVs
To enable CCI to evaluate the entity on the above criteria, please ensure that suitable documentation is attached.
5. FINANCIAL PROPOSAL
The financial proposal should be submitted in a separate email, with the documents as stated in points below.
6. EXPECTED OUTCOMES, DELIVERABLES AND QUALITY ASSURANCE
Each assignment should at least consist of the following:
- A briefing document from CCI with support of Vital Strategies
- Presentation of proposal by the agency
- Sign-off by CCI
- Implementation plan by the agency
- Draft of all work to be sent to CCI for review
- CCI to sign off on all final work
7. APPOINTMENT PROCESS
The suitable agency will be appointed through an evaluation process involving a review and rating of the technical proposal and cost schedules. The successful agency will be selected by a panel of CCI staff and Vital Strategies based on the professional merit, ability to deliver against project goals at the highest quality and within the scheduled time, and value for money.
Submissions will be reviewed and rated based on the extent to which agencies demonstrate:
- An understanding of the challenge for CCI as well as food policy and diet-related disease prevalence in South Africa
- The extent to which their experience and capability complement the task
- Appropriate costs and fees
The contract is expected to run to 31 March 2021, commencing on the date of signing the Service Level Agreement. The successful bidder should be able to start from 15 December 2020.
8. EVALUATION CRITERIA
Agencies will be evaluated based on their ability to adhere to the project timelines, their track record of producing similar social or public health campaigns, the experience and capability of the agency, and value for money.
Phase 1: Technical Evaluation
The evaluation of the technical part of the proposal will be on the basis of the candidate’s responsiveness to the application of the evaluation criteria and points system as indicated below. Each responsive proposal will be given a technical score.
|Demonstration of strategic thinking and creativity of proposal||40|
|Portfolio of evidence
|Applauds & recognition||5|
|Depth of team’s experience
Category, experience in social / public health issues working with large NGOs/ international agencies and media engagements
The proposals will receive further consideration if they score at least 60% minimum points out of the 100 points on technical criteria as listed above as well as at least 50% in each criteria.
Phase 2: Pricing and B-BBEE Evaluation
Should the proposal be successful in the Technical Evaluation, the proposal will then be subject to evaluation based on pricing and B-BBEE criteria. Please note that our B-BBEE specifications include a diverse team with good female and black representation. Not just diverse management but also diversity within the team that will directly work on the account as well.
The following weighting of criteria will be used for the evaluation of the proposals:
Phase 3: Location
Only suppliers who are physically based in South Africa will be considered in the bidding process.
9. CONFLICT OF INTEREST
In terms of good corporate governance, a supplier should not be appointed where there is an existing real or perceived conflict of interest. CCI will not entertain proposals from agencies that currently provide services to, received support from, or been affiliated with the tobacco or processed food, alcohol and sugary beverage industry or its agents or associates within the past two (2) years. Please complete and submit a Declaration of Interest and Restrictions form at www.ccisa.org.za/sites/default/files/confidentiality_and_conflict_of_interest_declaration.pdf along with technical proposal. If you are unable to download it for whatever reason, please write to Pinky@ccisa.org.za to request a copy.
10. SUBMISSION DETAILS
Please submit completed proposals to Pinky Makhaye (email@example.com) copying Nyiko Langa at Nyiko@ccisa.org.za by 17:00 on or before Wednesday, 9th December 2020. Queries and requests for additional information should be directed to Pinky Makhaye (firstname.lastname@example.org). Please note: Questions and Answers will be shared with all agencies in the pitch process (to ensure that no one agency is unfairly advantaged).
NB: 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.