Terms of Reference : Creative Agency For Digital Media Management and Campaigns

Terms of Reference: Creative agency for digital media management and campaigns

About Chama cha Uzazi na Malezi Bora Tanzania( UMATI)

Chama cha Uzazi na Malezi Bora Tanzania (UMATI) is an autonomous, non-political national NGO providing Sexual and Reproductive Health and Rights (SRHR) information, education, and services in Tanzania. It has been in operation since 1959 and became a leading national organization providing quality youth-friendly SRH information and services, particularly to young people and women. In 1973 UMATI became a full-member association of International Planned Parenthood Federation (IPPF) where technical and core funds support was provided. By being a member of IPPF, UMATI is internationally connected through experience sharing with other IPPF member associations.

UMATI is envisioning to see a Tanzania where people are free to choose and exercise their Sexual and Reproductive Health and Rights without discrimination in gender, sex, and age. The visioning process of UMATI highlighted the need to integrate “without discrimination” as a recurring theme as well as an organizational value statement. “Freedom of choice” was agreed as a paramount inclusion at the end that UMATI would love to see by doing its core business.

UMATI’s Mission Statement is to champion SRHR and provide information and services targeting the young and underserved. In coming up with the Mission Statement, cognizance was put on the strategic position of UMATI as a leading SRHR service provider in Tanzania. This was eventually replaced by “champion” recognizing the need to lead not only by the provision of services but also by enabling other service providers including capacity building to local CSOs partners in the country to champion SRHR through their advocacy initiatives. UMATI strives for structural poverty reduction by improving the health of people in the country regardless of gender and political or religious beliefs, with priorities being given to the poorest communities and hard-to-reach populations.

The Purpose of the Task

Digital technologies are now integral to daily life, and the world’s population has never been more interconnected. Innovation, particularly in the digital sphere, is happening at an unprecedented scale and Tanzania is not left behind. However, its application to improve the health of populations, especially young people remain largely untapped, and there is immense scope for the use of digital health solutions.

Digital platforms and interventions can play an important role in expanding the reach of
health information and existing youth-friendly services in an innovative manner. The digital health field will continue to mature along with the available technologies and as internet use and mobile phone access continue to expand to even the most remote communities across the country.

To that end; UMATI is seeking a digital creative agency to help harness the power of digital technologies in accelerating the attainment of sexual and reproductive health information in youthful approaches through young people themselves geared to improve their well-being. This intervention aims to prevent teenage pregnancy, unintended pregnancy, unsafe abortion, STIs’, and gender-based violence amongst young people in and out of school through a 3600 digital strategy.

The evidence in disseminating the messages is backed up by new research findings from the Guttmacher Institute and the World Health Organization, which show trends of unintended pregnancy globally and barriers to sexual and reproductive health care, suggesting the importance to invest in the full range of sexual and reproductive health services, including modern contraception.

Scope of work

• Content strategy development (guidelines, tone of voice, key messaging based on the available data), complementing existing interventions
• Innovative digital approaches and tools for youth reach and engagement such as artificial intelligence.
• Pushing content and attracting the following of UMATI’s existing and new platforms.
• Design a tailored youth-centered approach to content around teenage pregnancy, STIs’ and GBV. Content must leave no one behind i.e., for instance, the inclusion of People with Disabilities.
• Include audiovisual content including animated videos, short testimonials, high-res images, motion, static graphics, etc.
• Work with national influencers to contribute creative content and engagement (i.e., Instagram reels, featured perspectives, etc.) – the influencer agreements must include a clause where they mention UMATI.
• Produce quarterly and final reports with quantitative and qualitative analysis of the results of the consultancy including reach, engagement, and impressions.
• All final work is the property of UMATI.

Deliverables

• The agency will be expected to deliver the following:
• UMATI social media and digital presence audit.
• A UMATI creative and tailored digital media strategy
• An annual content plan and calendar with individual platform’s lens
• A plan for increased target audience following (corporates and community members), push content, monitoring, and impact measuring on engagement, reach, impressions, etc.
• Work with UMATI to tailor campaigns on sexual and reproductive health and family planning and contribute efforts to existing national or partners campaigns
• Identify and utilize influencers from the social media community on campaigns (for instance opinion leaders on social media and community level, journalists, faith-based leaders, policy and decision-makers, teen mothers, students, satisfied clients, etc.
• A crisis management plan that addresses potential risks associated with social media messaging and campaigns.
• Assist UMATI with all creative design works.
• High-quality images and creative videos with consent

Budget

Budgeting should include VAT and Tax if applicable.

Payment terms to be agreed with the successful agency.

Agency requirements

• Must have a minimum of 3-5 years established as a creative agency.
• Agencies based in Dar es Salaam will be prioritized.
• Can clearly demonstrate a minimum of 2 case studies of an SRH-focused social media management and campaign (Would be ideal to have experience working with non-profits).
• In-house capacity for creative designing, copywriting, content creation, script writing, photography, audiovisual experts and equipment, etc.)
• Must adhere to the UMATI Code of Conduct and Safeguarding Policy.

How to apply

Please send a breakdown of your approach and creative proposal on how you will tackle the challenge, with a costed proposal. Proposals must also include relevant information about your agency, taking the agency’s requirements into consideration.

Submissions are to be addressed to

Executive Director,

Chama cha Uzazi na Malezi Bora Tanzania (UMATI),

Maliki Rd-Upanga,

P.O. Box 1372,

Dar es Salaam.

The deadline for applications is Wednesday 31st May 2023.

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