Media Production

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.

As of now visual images that has been used in the previous year has reach a fatigue point. Meaning that a renewal of visuals both static and motion are vital in order to keep to engagement of the target audience flowing on to increase the amount of reach and also cultivating awareness in order to reach desired call-to-actions.

Require Services:

The purpose of the project is to create tailored creative marketing tools both still and motion pictures to reach and communicate with the MSM, TGW population on the concepts of

1. U=U
2. PrEP Uptake
3. PEP
4. Index Testing
5. Differentiated Services Delivery (DSD)

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 engagement.

Motion Videos that are produced will aid in 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:

1. Stock Image Production
   Produce still images that will be needed to accompany contents across all social media platforms. Images will depict models and talents to meet the target population including product placements (if any). Images will depict tailored images to communicate VL, U=U, PrEP, PEP, Index Testing agendas.

   Deliverables: Still images archive.

2. Videography Production for Social Media
   Pre-Produce, Produce, and Post-Produce motion footage with talents to create video motions to educate, create awareness and increase call to action to targeted populations. The videos will be used on all online platforms. Clients will also receive all footage video.

   Deliverables:
   Stock Motions Archive.
   4 Motions videos to communicate:

   • PrEP Uptake
   • PEP
   • Index Testing
   • U=U awareness

3. Motion Video for Differentiated Services Delivery
   Pre-Produce, Produce, and Post-Produce motion footage with talents to create video motions to educate, create awareness and increase call to action. This vdo/ motion graphic will be launched and shown and Hospitals and CBO’s

   Deliverables:
   -2 Motion Videos
   To communicate DSD concepts.
   -2 Roll Ups

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 25, 2022

Qualifications/Skills

• High expertise on social media planning and online marketing tools, namely Facebook, Line chatting application and Google Ad
• 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 Man who have sex with man (MSM), Sex worker (SW), and Transgender women (TGW)
• Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, PrEP/PEP, HIV treatment, U=U and Chemsex issue in Thailand for content production