RFP-2018-21 - Online prevention messaging amongst youth and adolescents

The purpose of this Request for Proposal (RFP) is to enter into a contractual agreement with a successful bidder and select a suitable digital/social media/ influencer/ online marketing organisation to expand prevention messaging amongst youth and adolescents, using online tools in selected countries in ESA region for a period of 5 months including an influencers campaign of 3 months.

Background

Various studies have shown that e-dating sites and various social media platforms are being increasingly used by the youth to learn and experiment in their early years. There are now a growing number of websites, apps and other social media platforms that are used to facilitate sexual networking. The pattern of seeking sexual partners is changing from initial face-to-face interaction to online interaction followed by meeting in person. This phenomenon also significantly increases vulnerability and HIV risk behavior for adolescent girls and young women and their male partners. With the advent of the internet, social media facilitated by access to cell phones; the mode of delivery of HIV prevention and SRHR services needs to be changed, requiring the introduction of alternate approaches to communicating social and behavioral change messages and interventions.

Adolescent girls and young women (AGYW) aged 15-24 years  and their male partners, are at high risk of acquiring HIV, because of a combination of behavioral, biological and structural factors. These factors include (a) inadequate knowledge of HIV transmission modes, (b) perception of invulnerability to HIV infection, (c) having multiple sexual partners, (d) insufficient knowledge to prevent HIV, (e) not knowing one’s or partner’s HIV status, (f) engaging in unprotected sex, (g) violence against women and girls, (h) engaging in age-disparate relationships, which often includes transactional sex.

In June 2017, the UNAIDS Regional Support Team for Eastern and Southern Africa (UNAIDS RST ESA) with other UN partners organized a multi stakeholder consultation to understand the risks and vulnerabilities and see how the ICT can be leveraged to expand the online outreach of prevention programs among youth and to influence their behavior. The consultation recommended that social media/online influencers can play a vital role in spreading awareness about HIV prevention through their social media platforms like YouTube channels, Facebook pages, Instagram and twitter accounts. Social media influencers can connect with youth at their level as more and more youth now identify with these influencers and their decisions are hugely influenced by them.

To implement this approach using online influencers, UNAIDS RST ESA is looking for an organization specializing in online influencer marketing to expand  HIV prevention and Sexual and reproductive health and rights (SRHR)  messaging coverage for adolescents and youth. This being an innovative approach, equal focus will be on monitoring the trend and distilling out the lessons learnt that can inform designing of a guidance to policy maker, program managers and development partners who want to use this approach in future. It is planned to run this pilot phase for a period of 3 months immediately after signature of the contract.

Objectives
The overall objectives of this assignment is to assess and demonstrate an effective way of using online influencers and social media to evoke positive changes in the knowledge and attitude of young social media users. The specific objectives will be
1. To further spread the message of HIV prevention through a 3-month long campaign period using online influencers.
2. To encourage online discussions engaging the youth using innovative approaches, that will help them learn about HIV prevention in an interesting manner.
3. To scientifically monitor and analyze the experience and the findings from the pilot to inform future programming on how to leverage ICT for prevention.

Scope of Work

• In consultation with the UNAIDS RST ESA Regional Fast Track Advisor, the selected agency will identify online influencers and help connect them to spread messaging around HIV prevention and SRHR  among youth . The influencers must have an interest in spreading health messages and should have a commitment for the cause.
• Support UNAIDS RST ESA in organizing a one day orientation of the identified influencers (approximately 30 numbers) and coordinate communication with them. The agency will be responsible for coordinating with influencers their attendance and work with UNAIDS team in organizing the orientation program.
• In consultation with UNAIDS RST ESA, design, implement and monitor the pilot roll out in  selected countries – South Africa, Botswana, Tanzania and Kenya.
• Analyze the online activities, including discussions, during the pilot period  and prepare a detailed report including the lessons learnt to inform the future programming leveraging ICT for prevention in the region.