Youth SRHR Digital Marketing and Content Creation Services
SCOPE OF TENDER
The tender scope outlines the requirements for an in-country creative media agency to execute a youth-focused digital health campaign commissioned by UNFPA Zambia in partnership with the Ministry of Health (MOH), Ministry of Education (MOE), and Ministry of Youth, Sport and Arts (MYSA) under the Safeguard Young People (SYP) programme.
The primary objective is to develop high-quality, data-driven digital content that demystifies sexual and reproductive health and rights (SRHR) for adolescents and young people aged 10–24, while converting digital engagement into health facility visits via the TuneMe platform.
Scope of Work (5 Core Pillars)
- Creative Strategy & Persona Development: Segment 2–3 priority youth target groups (aged 10–24) and build detailed audience persona profiles. Formulate a creative strategy based on the Triangle of Harm framework (addressing unintended pregnancy, HIV/STIs, and SGBV) tailored for channels such as TikTok, Instagram, Facebook, YouTube, WhatsApp, and TuneMe.
- Content Creation & Video Production: Script, shoot, edit, and finish 6 short-form master videos (30–120 seconds) in vertical and horizontal formats at broadcast/cinema quality. Produce supporting social assets, including carousels, story templates, and interactive polls.
- Digital Media Buying & Influencer Activation: Execute targeted paid media campaigns optimized for reach, Cost-Per-Click (CPC), and conversion. Recruit and manage local youth micro-influencers to co-create content and drive peer-to-peer mobilization.
- Message Pre-Testing & Quality Assurance: Perform rapid digital A/B pre-testing on video hooks and concepts before full deployment. Obtain mandatory technical approvals and sign-offs from UNFPA and the Ministry of Health to ensure adherence to public health standards and youth safeguarding guidelines.
- Performance Monitoring & Social Listening: Track conversion metrics, including reach, click-through rates (CTR), and direct referrals to TuneMe health facility locators. Conduct social listening to analyze audience sentiment, counter misinformation, and refine campaign assets.
Key Procurement & Deliverable Milestones
- Period of Performance & Budget: Executed over 1 month (12th November – 09th December 2026).
- Milestone Payments:
- Phase 1 (10% Payment): Delivery of the inception report, campaign plan, audience persona profiles, creative strategy, and initial draft scripts/storyboards.
- Phase 2 (50% Payment): Completion of A/B pre-testing, full production of the 6 short-form master videos, supporting social assets, and micro-influencer activation kits.
- Phase 3 (20% Payment): Execution of digital media buying across platforms, activation of micro-influencer campaigns, and bi-weekly ad optimization.
- Phase 4 (20% Payment): Social listening reporting, monthly analytics, and a final evaluation report detailing reach, engagement, ROI, and TuneMe service referrals
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Zambia, UNFPA
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|---|---|---|
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