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Consultancy, Terms of Reference -COVID 19 Response Campaign Development – Content Design & Production

JOB SUMMARY

Company Water and San...
Industry NGO/IGO/INGO
Category Marketing
Location Accra
Job Status Fixed Term
Salary GHS
Education Qualified
Experience 5 years
Job Expires Aug 21, 2020
Contact ...
 

Company Profile

Today, around one billion city-dwellers lack access to safe drinking water, a number the UN estimates will nearly double by 2050 as more and more people are moving to cities for work and other opportunities, most of them ending up living in informal settlements without basic services. Meanwhile the changing climate is making water even more precious. Against this backdrop, our work has never been more vital.

WSUP is a not-for-profit company, expert at improving water and sanitation services for low-income, urban communities. We work alongside utilities, entrepreneurs, and communities to develop and deliver solutions which are affordable for the poor, financially viable for suppliers, and sustainable for the environment.

We were founded in 2005 in the UK, and currently work in seven countries in sub-Saharan Africa and Asia (Kenya, Uganda, Mozambique, Madagascar, Ghana, Zambia, Bangladesh), supported by a global Secretariat. We are a small organisation, but we have a big impact; since inception we have helped over 40 million people with improved water, sanitation, and hygiene services. And we have ambitions to reach many more www.wsup.com

WSUP’s innovative approach to creating impact is guided by our values, which are the common fundamental beliefs and principles that guide us. All our staff are expected to embody these values in their day-to-day work and interactions. To learn more about our values, please see www.wsup.com/about/work-with-us/.

Job Description

Terms of Reference -COVID 19 Response Campaign Development – Content Design & Production
 
2. About the project
WSUP has received funding from Unilever-DFID HBCC (Hygiene Behaviour Change Coalition) to help provide essential key messages and services to the urban poor communities. The purpose of this project is support Government of Ghana (GoG) Covid-19 campaign in Accra, Kumasi and Tamale, to build the resilience of urban residents in these cities to Covid-19 infection. 
 
2.1 Campaign Approach 
At a local level, the project will focus on media and community level campaigns across the three project areas. WSUP execute a variety of messages in line with Government/Ghana Health Service (GHS) approval guidelines. Messages will cover issues of prevention, protection, safety, security and where to seek early support when showing signs and symptoms of Covid-19.
 
The campaign messages will be delivered through a variety of channels, including social media, bulk SMS text messaging, community radio, information centres, information vans, lorry parks and market centres. The messages will be translated from English into major local languages of the project areas such as Ga, Twi and Da.
 
To ensure campaign consistency and access to hard-to-reach audiences, WSUP is collaborating with:  
  • The Ministry of Sanitation and Water Resources (MSWR)
  • Ghana Health Service (GHS)
  • The Ministry of Information/Information Services Department (ISD)
  • The National Commission for Civic Education (NCCE) and 
  • Authorities of three Metropolitan Assemblies (Accra, Kumasi, Tamale) 
  • Water and Sanitation Utilities across project areas
  • The Ministry of Gender 
  • LEAP (Livelihood Empowerment Against Poverty) and various Disability Associations
These partnerships will help to ensure campaign messaging is designed and deployed to be as inclusive as possible, targeting specific people, such as persons with disabilities, marginalized groups and the elderly, leaving no one behind in the fight against the pandemic.
At a global level all grantees of the HBCC initiative are supported and coordinated by Unilever who are developing and releasing Covid-enhanced versions of their most effective hygiene campaign materials such as: the School of 5, Domestos cleaning advertisements, and Mum’s Magic Hands. 
 
3. Services required under this assignment
WSUP is looking for a creative, design agency (or individual) to support in creating and adapting materials for use in the campaign. Whilst WSUP will make use of any suitable materials provided by Unilever, MoH and GHS, it is likely that significant changes will be needed, such as: translation, adaptation of visual style to suit cultural contexts, and addition of local accreditation and partnership logos. It is also likely that additional materials will be required to cover gaps in format (e.g. audio formats for audiences unable to read), gaps in topic (e.g. specific cultural myth-busting or safety guidance issued by local authorities), and gaps in audience-tailoring (e.g. materials designed for youth who are active on social media). 
 
For any completely new materials, WSUP will work with the Ministry of Health (MoH) to approve key campaign messages in line with the Covid-19 campaign protocols sanctioned by the Government of Ghana. These messages will focus on (but are not limited to) personal, family and community hygiene for Covid-19 prevention and resilience to the pandemic.
 
A detailed description of the services required by the successful agency/consultant are outlined below. WSUP is opened to receiving bids from full service creative agencies, organisations or individuals, as well as bidders with access to freelancer and/or partnership networks to ensure delivery of the full suite of requirements below. However, WSUP requires a single lead through which all contracts, negotiation and invoicing should be managed. 
 
3.1 Ideation 
In response to briefs from WSUP, the successful agency/consultant will play an active role in contributing ideas and suggestions for new and improved campaign activity throughout the campaign period. 
 
3.2 Design & Creative Development
The successful agency/consultant will be expected to deliver designed assets for print (e.g. posters and billboards) and digital execution (e.g. web banners and social media posts) and so should be able to provide graphic design, photography, and art-working services. 
 
3.3 Copywriting 
The successful agency/consultant will be expected to provide a variety of written deliverables such as: advertising copy-lines for print and digital, posting plans for social media content, SMS and Whatsapp text messaging, and longer-form content including scripts for radio adverts, public announcement broadcasts and live community drama shows. 
 
3.4 Video & Audio Production 
The successful agency/consultant will be expected to deliver video and audio assets for broadcast on radio, phone and social media channels and therefore should be able to provide storyboarding, recording, editing and animation services. 
 
3.5 Editing & Adaptation 
In addition to some original design work, there will be significant volumes of editing and adapting materials provided by Unilever, MoH and GHS. WSUP will endeavour to provide editable files in the formats requested but some recreation may be required. 
 
3.6 Support to Paid & Organic Social Media Campaigns
We will be contracting a specialist social media agency to execute paid and organic social media campaigns, so it is likely that the successful consultant/agency will be expected to work with them by providing video and graphic-design assets as required. 
 
4. Activities & Deliverables 
WSUP is still finalising a detailed campaign plan which will outline the specific campaign materials required and the deadlines for which they will need to be live. We hope that this appeals to bidders as an opportunity to have some creative influence as we close out the ideation phase. 
 
4.1 Advice for financial proposals 
We do not currently have a specific list of deliverables to be included as part of a financial proposal. Therefore, we request that all proposal include an indicative price list and specifications for each of the listed materials and delivery timescales for the following items: 
  • A large billboard advertisement (excluding print production and media costs to billboard owner)
  • 4 creative variations of an A4 poster and to be placed within Environmental Health Offices and other campaign locations including markets, lorry stations, mosques and churches etc. (excluding printing costs)
  • 3 creative variations of fliers and banners that would be mounted outdoors  e.g. market centres, lorry stations. (excluding printing costs)
  • 3 creative variations of sticker size to be pasted on small infrastructures, e.g. handwashing basin/mirror (excluding printing costs)  
  • Copywriting and recording of a 1-minute radio advert, supplied in a usable audio file (e.g. MP3)
  • 4 creative variations of a website MPU to be hosted on utility websites, delivered in a useable image file (e.g. PNG) 
  • Creation of a 30 second animation for used in an organic Facebook post, delivered in a useable video file (e.g. MP4)  
Please also include a full rate card showing the day-rates for core team members. 
 
5. Schedule of Work 
The campaign period runs from July 2020 to March 2021. The successful consultant/agency should ensure sufficient capacity and availability within this timeline. As part of the project kick-off we will agree a reasonable briefing process to ensure sufficient notice and timescales are provided for all creative requests. 
 
 
7. Reporting and liaison 
The Task Manager for this work will be Dr. Azzika Tanko Yussif, WSUP Research and Policy Lead. Please send all queries to atanko@wsup.com. Location specific Project Leads are Mrs. Faustina Asante, Social Business Lead (Accra) and Mr. Anthony Addae, M&E Lead and Project Lead (Kumasi). Dr. Azzika also doubles as the Lead for Tamale. However, day to day support to the Consultant will be provided by Project Officers who will be stationed in each project location and be offered additional support from WSUP’s Marketing Specialist based in London, UK.

Required Skills or Experience

6. Required Skills and Experience
It is highly recommended that bidders submit creative portfolios and/or examples of previous work to demonstrate creative and design skills, alongside CVs of core team members. In addition, core team members will be expected to demonstrate:

  • At least 5 years of experience in creative development and campaign work
  • Degrees in marketing, design or creative disciplines from any reputed organization
  • Strong written skills and demonstrated ability to tailor communications to specific audiences
  • Previous work experience in Ghana and established presence in at least one of the project areas
  • Previous experience with campaigns targeting low-income or vulnerable populations 
  • Previous experience with campaigns related to public health or hygiene (desirable)

How To Apply

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