Name: Rfp - Social Media Campaign Development And Support To Address Covid-19 Vaccine Hesitancy And Promote The Acceptance Of Covid-19 And Routine Vaccines
Start: 2023-04-18
End: 2023-04-29
Location: FHI 360

Organization Details:

Organization Name:

FHI 360

Country:

India

Contact Person:

Address:

Location: Maldives, - Outside India ,

Contact Details - Email:

bksingh@fhi360.org

Phone

Notice Details:

Notice Type

Tender Notice

Bidding Type

Other

Notice No.

64949776

Deadline

2023-04-29

Description

REQUEST FOR PROPOSAL (RFP)

Title: Social Media Campaign development and support to address COVID-19 vaccine hesitancy and promote the acceptance of COVID-19 and routine vaccines in Maldives.

Issue Date: 18 April 2023 (Tuesday)

Response Deadline: 29 April 2023 (Saturday)

Background

Meeting Targets and Maintaining Epidemic Control (EpiC) is a five-year global project funded by the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) and USAID, dedicated to achieving and maintaining epidemic control. Currently, EpiC and its consortium members implement COVID-19 activities in more than 60 countries across the world. The project delivers high-quality technical assistance at the community, facility, district, regional and national levels, and builds relationships with relevant partners working to address COVID-19.

In Maldives, EpiC has been extending technical assistance to the Ministry of Health (MOH) since July 2020 in the COVID-19 response. Under the American Rescue Plan Act (ARPA) funding for Maldives, Maldivian Red Crescent (MRC) was supported to conduct formative assessment to find knowledge, attitude and perceptions among different segments, and reasons for vaccine hesitancy among populations, especially in the remote islands.

Analysis of the findings using the constructs relevant to vaccine related behavior reveals that the motivation for protection behavior is low in the communities interviewed. Perceived severity and vulnerability to COVID-19 is low, and perceived reward is low indicating low threat appraisal and the lack of fear about the consequences of the threat (COVID-19). Response efficacy of the vaccine (as a response to the threat) is low, self-efficacy is low, especially among vulnerable groups such as elderly and foreign migrants, while the response cost is perceived as high resulting in low coping appraisal.

As a follow through of the Formative Assessment findings, UNICEF Maldives will be conducting risk communication and community engagement activities to address the immediate as well as long-term concerns pertaining to COVID-19 and to vaccines and pandemic preparedness in general. FHI 360 will support UNICEF and Ministry of Health (MoH) Maldives, in the planning and development of a social-media campaign to be implemented in Maldives. The campaign will be conceptualized in collaboration with UNICEF and Health Promotion Agency (HPA)/MoH.

Purpose

The EpiC support focusses on meeting two objectives:
Objective 1: Accelerate widespread and equitable access to and delivery of safe and effective COVID-19 vaccinations.
Objective 2: Reduce morbidity and mortality from COVID-19, mitigate transmission, and strengthen health systems, including to prevent, detect, and respond to pandemic threats.
FHI 360 is to contract a communication agency to conceptualize a social media campaign in Maldives for the below listed objectives.
The social-media campaign, with respect to the objectives listed above, will aim to:
Promote acceptance of COVID-19 vaccines, especially the booster doses, amongst general populations.
Encourage parents of young children specifically to respond favorably to pediatric vaccines (5 – 17 years) for COVID-19.
Increase favorable disposition towards vaccines in general.
Technical Involvement

FHI 360 / EpiC will provide technical oversight of all activities and will provide direction based on approved workplan activities identified and developed with USAID, MoH / HPA and UNICEF, Maldives. FHI 360 will approve all technical implementation decisions and UNICEF will provide on-ground support in Maldives and contribute in strategic planning for approaches to be used for public engagement and content for materials to be produced.

Communication

All written and scheduled oral communication related to the EpiC project between the contracted agency, USAID, the MoH, and other national stakeholders will be in consultation with the FHI 360 EpiC Technical Monitor, or their designee. MRC will report, to FHI360, any deviation or change from the approved plan of action.

SCOPE OF WORK

The selected agency will be required to carry out the following tasks –

Audit social media –
Online Digital ecosystem mapping of the existing social content, platform usage, public sentiments, and performance across platforms to identify challenges and opportunities, and liaison with local agency. This will be done in coordination with MoH and UNICEF, Maldives.
Strategic Planning –
Detailed Strategic Planning with best practice impact metrics – fortnight basis.
Development of Strategic Positioning & Master campaign Idea –
Build audience personas: Using findings of the assessment, build fictional personas that help the client understand what their audiences care about, what they're interested in, and where they spend their time.
Write social media playbook: Create playbook that describe tactics for accomplishing social media goals and objectives, e.g., which accounts and hashtags to engage with, approved responses, and types of comments to flag.
Develop organic social media content strategies: Analyze and recommend organic social media content and assets in a short report. Includes potential content topics and buckets.
Capacity building –
Training of in-house team members and local and healthcare providers on SEO, SMO, Online PR, Paid & Unpaid digital media Partnerships, Linkages, Monitoring & Evaluation.
Module on online deployment process and M&E
Planning and logistic support for the training
Content Creation –
Develop key communication buckets: to address key barriers and opportun

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