Management Services Center Generic Statement of Work (SOW)



PEPFAR Radio Project Statement of Work IntroductionThe purpose of the contract is to develop and implement a radio campaign to share health information in an engaging format, using strategically chosen local languages and appropriate cultural context to improve listeners’ understanding of HIV; the HIV prevention and treatment services available, including those provided by PEPFAR partners; and the importance of making healthy choices. The campaign will feature a custom-produced radio drama that creates a fictional world featuring locally relevant characters and story lines that introduce factual health information about HIV/AIDS. The drama will consist of eight, 5-minute episodes. Each drama episode will be paired with a talk show segment that further discusses and analyzes the health information provided in the drama. This format is considered a best practice because it provides vital health information in a way that also attracts and holds the audience’s attention to the fictional world. In addition, to increase awareness of PEPFAR’s activities in communities and U.S. government investments across South Africa, the campaign will feature ads highlighting U.S. sponsorship, U.S. branding at the beginning of each drama episode, and talk show segments will feature U.S. government speakers and/or program partners. The campaign will also include a companion social media campaign through Facebook and WhatsApp. These interactive platforms are essential to facilitate a direct connection with the audience, amplify the public health messages included in the drama episodes and talk shows, answer specific questions that listeners may have, and link people directly to services in their communities, including those provided by PEPFAR partners. BudgetThe total budget for this project is approximately $150,000. Contractor RequirementsThe contractor must have expertise in public health communications and specifically HIV communications campaigns, including campaigns conducted on multiple platforms targeting brand recognition and social behavior change. The contractor must have previous experience as a recipient or sub-recipient of funds for at least xx years from the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR). Furthermore, the contractor must be familiar with U.S. government funding processes, branding requirements, and collaborating with PEPFAR partners. The contractor is responsible for completing all activities below using evidence-based participatory research, audience interaction, and human-centered design to create an effective, interactive, and segmented campaign. The contractor must have in-house expertise and capacity to develop, test, cast, produce, and deliver the radio drama episodes and talk show segments in accordance with the timelines below. The contractor must also schedule and buy media directly from broadcasters. No equipment or software (i.e. cameras, computers, movie editing software, etc.) will be purchased under this activity. The contractor will provide to PEPFAR all content developed and recorded for the campaign. All recorded content will be the property of PEPFAR.The contractor must be able to begin this project no later than June 1, 2021. ObjectivesIncrease awareness of U.S. government investments in health through PEPFAR in South Africa and improve the favorability opinion of the United States amongst the South African public.Provide factual information, using appropriate target languages and cultural context, to listeners to improve their understanding of HIV, the services available, and the importance of making healthy choices. Link listeners to service providers. On national radio broadcast, this can include linking people to online resources (BWise, MyPrEP, MINA, Get Checked Go Collect, etc.) and other virtual support (WhatsApp lines, Coach Mpilo, etc). Individualized interaction through social media can link people to specific services available in their communities based on their needs, including those offered by PEPFAR partners. Target audiencePEPFAR data show that 50% of people living with HIV (PLHIV) who are not on treatment are men and women over the age of 35. Reaching this demographic and putting them on treatment is key to achieving the second 90 of the UNAIDS 90-90-90 goals (ensuring that 90% of PLHIV who know their status are on treatment). Nearly 32% of the PLHIV who are not on treatment reside in only four districts, listed below.Primary target: Men and women living with HIV age 35+Secondary target: the social networks and families of the primary target audienceGeographic target districts: Ekurhuleni, eThewkini, City of Johannesburg, City of Tshwane.ActivitiesThe contractor will be expected to complete the following activities:Radio FormatResearch, develop, and implement the following radio content in local languages:An 8-episode radio drama series in local languages, with each episode being approximately 5 minutes and the subsequent talk show. Languages should be chosen based on the target audience. A talk show segment of 3-5 minutes to be broadcast immediately following each drama episode, that allows for further discussion of the public health themes in the episode and a question-and-answer segment.Content integration into popular radio shows that the target audience already listens to. This will include scripts written for DJ’s to host and may include interviews and answering questions that come directly from the WhatsApp line or social media pages. The contractor will work collaboratively with the PEPFAR team to determine the public health/HIV-related themes of the radio drama. The PEPFAR team will review all content to ensure it for technical accuracy and alignment with PEPFAR priorities. The development of the radio drama series will include: testing of the radio drama concept, the characters, and the health content with the target audience before production;facilitation of face-to-face focus group workshops for testing of the content;all production from scriptwriting and background briefs, translations, voice casting and recording, as well as music and mastering of the series.Identify regional radio stations that have a reach in each of the 8 target districts and best fit the content and message described abovePurchase and schedule all airtime, including negotiating cost-effective discounts for this public health message, and ensuring slots that suit the target audience. Social MediaThe campaign will start a dedicated Facebook page and generate content on a daily basis in all relevant languages. The Facebook page will allow for amplification of the radio shows and the educational public health information provided therein, interactive conversation, support, dissemination of information, and can be used to guide content through the questions and comments followers provide. Daily management of the page and development of relevant content matching the themes in the radio series. Development of content with high quality designs including posters, cover images and daily interaction in local languages. The campaign will include a dedicated WhatsApp line where people can submit specific questions and be directed to services in their location. The contractor will create, promote, and monitor this line, respond to all inquiries and build a rapport with the WhatsApp audience. Monitoring & EvaluationCollate and compile data from the social media pages and contact made with clients through WhatsApp, on reach; age and gender of clients; frequently asked questions; and which media channels are working most effectively. Produce a monthly M&E report and use this data to adjust and revise the campaign as required. TimelineDescriptionActivitiesApproximate Start and End DatesResearch and Development of Radio DramaUnderstand target audience and community likes/dislikesDevelop look and feel; create personasDevelop themes and a message matrix in collaboration with PEPFAR teamComplete a prototypeJune 2021 – August 2021Radio Drama Concept testingFocus group testing (FGT)WhatsApp FGTMessagingMixed mediaSeptember 2021Talk show development Draft briefing papersChoose speakers in collaboration with PEPFAR teamAugust - September 2021Radio drama production Finalize scripts and translationsComplete voice castingRecord, edit, and mix audioChoose musicFinalize productionOctober 2021Social Media Campaign Material ProductionMaterial design and messaging content for all platformsAugust- October 2021Media scheduling Airtime purchases for 8-week runSchedule promos and 8 drama episodes and talk show segmentsOctober – November 2021Monitoring & EvaluationUnique WhatsAppOne -on-one interactionsSocial media managementRevise and adjustNovember – December 2021 ................
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