Request for Quotation: Creative Agency for HIV, Self-Care Campaign Production and PrEP 101 Campaign Series for Key Populations

About FHI 360:

FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions. Our staff includes experts in health, education, nutrition, environment, economic development, civil society, gender, youth, research, technology, communication, and social marketing- creating a unique mix of capabilities to address today’s interrelated development challenges. FHI 360 serves more than 70 countries and all U.S. states and territories.

EpiC Project Background:

Meeting Targets and Maintaining Epidemic Control (EpiC) has been supporting the rollout of the targeted, PrEP campaign targeting young MSM to raise awareness and promote PrEP service update at CBOs’ health centers under the project since the beginning of FY20, the campaign is primarily – though not exclusively – focused on online reach and conversion due to shifting preferences among our target audiences, the potential for greater targeting afforded by online platforms, the (relatively) low cost of online advertising per size of potential audience reached, and the opportunity to test and iterate demand generation approaches quickly in digital spaces.

Starting with “PrEP Me Now” campaign with its focus on highly sexually active MSM/MSW between the ages of 19-35 broadly speaking, with sub-audiences of “well-educated, gay-identified men” and “fitnessdriven men” for whom messages will be framed around reduction in HIV risk and healthy lifestyles, respectively. The focus on these two initial groups is intended to help our media agency to rapidly test and refine targeting and message framing strategies so that this “microtargeted” approach can then be applied to other audience segments. The campaign has consistently generated a positive impact toward PrEP uptakes in the previous quarters and has been re-introduced to “The Journey to Your Health” campaign in the beginning of 2021 up to the present day. The campaign is primarily designed to continue to focus on PrEP promotion with the extension to other key services namely “treatment initiation” and “U=U messaging”, specific health content for MSM who engage in Chemsex as an alarming issue in Thai MSM community, “Index-testing” as a main strategy to improve HIV case finding under the project “HIV self-testing” as an alternative testing and strategy available in FY 22.

In FY23, the project aims to continue promoting PrEP among the key populations. In Quarter 3-4 of FY23 the project will working on the series of campaign including the offline campaign event to promote the PrEP uptake among the key population audiences in public spaces. The service requires the agency for the production of communication materials to be displayed in public, which including the IEC materials and other communication tools to be disseminated with the engaged participants in the designated event.

Also, in this FY23, the project will be focusing on the self-care campaign with a joint with the partner organization. The goal of the campaign aimed at promoting self-care to empower individuals to take charge of their well-being, allowing them to prevent and treat diseases on their own, in addition to conventional healthcare practices.

The campaign is scheduled to be introduced in Thailand in late August 2023 with partnership of the project’s partner organization. The campaign will also include ‘The Community Connect’ meeting will have the presence of the esteemed Key Opinion Leader (KOL). During the event, we will meet and interact with 30 pre-selected community representatives, including influential social media personalities who are also active members of the community. The campaign hopes to inspire the community to embrace self-care practices, and KOL involvement will add credibility and influence on the campaign’s message. Continuous engagement on social media platforms will ensure widespread awareness and participation.

Require Services

• Production and management of PrEP 101 online campaign series in collaboration with designated KPs-hotspot space in Bangkok, Thailand to disseminate the campaign material online.
• Production of the IEC materials for Self-Care Campaign promoting U=U and other relevant topics in HIV self-care.

Worklist and Deliverable:

Work Item # 1:The production of Self-Care Campaign materials

Description: Production of the Self-Care campaign materials with key influencers to promote U=U related campaign materials with key populations.

The production must include other related pre- and post- production process (e.g., venue, photographer).

Deliverables:

• At least 5 digital campaign materials to be produced and disseminated in the appropriate channels.

The campaign should cover but not limited to these key topics
(1) Prevention
(2) Testing
(3) Treatment
(4) Hormones services.

The management of offline launch for the campaign at the designated location in Bangkok with approval of FHI 360.

The offline launch event must include these following

KOL recruitment and managementEvent set-up and management of the event

• 1 offline event hosted at designated location with approval of FHI 360 in Bangkok, Thailand.

Work Item #2 : Offline launch of the Self-Care campaign

Description: The management of offline launch for the campaign at the designated location in Bangkok with approval of FHI 360. The offline launch event must include these following

KOL recruitment and managementEvent set-up and management of the event

Deliverables: 1 offline event hosted at designated location with approval of FHI 360 in Bangkok, Thailand

Work Item #3: The online PrEP 101 campaign series in collaboration with private sector in Bangkok, Thailand

Description: Production and management of the digital campaign materials for the PrEP 101 campaign with the close collaboration with private sector in Bangkok, Thailand. The service requires agency to work closely with the private sector to focus on PrEP information dissemination and encouraging the key populations for and HIV testing and PrEP uptake through online platform.

Deliverables:

• Comprehensive PrEP campaign series to be implemented online for 1 month (in September 2023)
• 1 final performance report

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 25, 2023.

Qualifications/Skills

• High expertise on campaigning, especially offline campaign event. Online experience is also highly desirable.
• High expertise on influencer marketing.
• High expertise on develops the HIV and sexual health related creative content for online marketing.
• Having experiences and expertise on content development related to the lifestyle of Man who have sex with man (MSM), Sex worker (SW), and Transgender women (TGW)
• Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, PrEP/PEP, HIV treatment, U=U and Chemsex issue in Thailand for content production.