HIV Self-Test Campaign Contents Development and Event Management

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 “fitness-driven 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 working on the development and production of media materials to disseminate through project’s existing platforms. In addition, the project will focus on leveraging the performance of the current platform by re-evaluating the performance and identify strengths, weaknesses, and opportunities to improve the performance of media towards the target audiences on the issues of U=U, PrEP uptake, PEP, and index testing. In addition, HIV Self-Test will also play the crucial role in this year which the project aims to increase awareness on the existence of the self-test kit, dissemination channel and the step-by-step guideline on how to use it for the key populations who may have difficulty or lack of accessibility to the testing clinic and using this medium to know their own HIV status.

Require Services:

The purpose of the project is to create tailored creative awareness and call-to-action tools both still and motion pictures to reach and communicate with the demand key populations on HIV Self-Test. The deliverables of this project will be used on all Social Media Platforms to reach the targeted population. The main aim of the deliverables from this project is to curate visual tools that are specifically made for aiding communications and increase awareness and engagement which ultimately lead to the action from the target audience on awareness of HIV self-test and obtaining the test kit by purchasing through designated channel.

Motion Videos which will be produced aims to leverage the better understanding of communication agendas and will also be designed to fit social media platforms which is the main platform of communication.

Worklist and Deliverables:

1st Work Item:

Campaign Contents Production

Description:

Produce; (Copy Writing with Visual Graphic Elements) Social Media Contents to communicate and educate on HIV Self-Test through newly created specific communication channel and drive users to the call-to-action set by each material (e.g. engagement, purchase).

This deliverable will be worked alongside EpiC Thailand team regarding the input from the consultation session conducted with project’s sites and tailor to the needs.

Deliverables:

4 motion videos (infographic and/or short video) optimized for Facebook and Twitter platforms

4 motion videos optimized for Reels

40 Facebook non-video materials

40 Twitter non-video materials

15 E-Posters for sites for HIVST works

2nd Work Item:

Social Media Ad Optimization

Description:

Optimize social media contents to reach, engage, and increase call to action on HIV self-test and purchase volume of the kit.

Generate a monthly social media optimization and performance report with analysis of potential strength weaknesses opportunities and threats of delivered contents.

Deliverables:

Monthly Ad Optimization Plan with details on budget and relevant information

Monthly Ad Optimization Performance Report

3rd Work Item:

Offline Event Management

Description:

Produce the offline event with the visual content production designed for offline participant as well as design of event session. The event will be hosted in Bangkok, Chiang Mai, Hat Yai, Pattaya for one day each at public space.

Deliverables:

Detailed plan on the offline event

Report on the performance of the event highlight on the participants, feedback, etc.

Deliverable Period: All the services need to be submitted to FHI 360 no later than June 20, 2023.

Qualifications/Skills

• High expertise on social media planning and online marketing tools, namely Facebook, Line chatting application and Google Ad
• High expertise on website content development, UI and UX design
• 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 Men who have sex with Men (MSM), Sex worker (SW), and Transgender women (TGW)
• Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, HIV Self-Testing, PrEP/PEP, HIV treatment, U=U in Thailand for content production.
• Familiarity with offline event management in the public space

The vender must include the following components:

• Company profile or past portfolio
• Short concepts note
• Quotation
• Any relevant documents

Evaluation Criteria: Proposals will be evaluated in accordance with the following criteria:

• Demonstrated understanding of the required technical area: 25%
• Soundness of Social Media approach: 25%
• Demonstration of experience: 10%
• Value for the proposed cost: 25%
• Clarity/professionalism of proposal and communication: 15%