To Recruit a Consultant Firm for Production Of TV Ads For Promotion Of Demand Generation On Dairy Consumption

Introduction

The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the United Nations in 2002 to tackle the human suffering caused by malnutrition. Working with governments, businesses, and civil society, we aim to transform food systems so that they deliver more nutritious foods for all people, especially the most vulnerable

Background

Better Dairy for All (BDFA) Project is one of the projects implemented by GAIN Ethiopia in collaboration with other partners in the Amhara region. The project aims to contribute towards improving the health of children 6 months to 7 years in the selected 05 rural woredas and the general community in 16 urban woredas /city administration through increasing consumption of dairy. The project mainly focuses on the low-income households.

The objective of the BDFA Project is to improve the consumption of dairy products through emotional touching and awareness towards dairy products consumption, improving access to safe dairy products, and creating an enabling environment by collaborating with stakeholders along the value chain.

The purpose of this ToR is to engage a Service Provider to develop TV promotional advertisements to increase the consumption of dairy products among the targeted community to enhance the diet of children, mothers, and the whole community in the urban areas. The consultant is expected to add input and foster the demand generation message based on the context, culture and beliefs of the population living in the Amhara region within the indicated timeline.

Objective

General objective:

To develop culturally acceptable and technically relevant TV promotional ads that inspire and empower consumers to increase demand generation in the consumption of safe and quality dairy products for children, mothers, and the whole communities in project areas

Specific objective:

• To produce TV Ads for promoting safe dairy product consumption with clear messages.
• To develop creative TV ads that consider the cultural and beliefs of the Amhara region.

Validate the TV ad concepts and messages with the relevant project partners and amend based on inputs and suggestions from

Scope of the assignment

The successful applicant shall develop TV promotional Ads in the Amharic language to increase dairy consumption in line with the culture, belief, and religion of the urban community of the Amhara Region.

Tasks and Responsibilities of the Consultant

• Understand the broader creative concept
• Consider the existing material and their specific messaging
• Develop a different idea to portray the same concept, without losing the central message
• Understand the overall scope of TV promotional Ads and requirements
• Understand the overall scope of the culture, belief and religious requirements for TV promotional Ads
• Develop professionally sound versions of the Audio-Video TV ads suitable for DG broadcast.
• Original, colour- and sound-corrected versions delivered in the required formats.
• Assess the existence and application of relevant policies and laws to with respect dairy consumption
• Develop and submit a 45-second-long TV promotional ad
• The creative agency is fully responsible to cover its team members travel costs for this task.

EXPECTED MAJOR DELIVERABLES

Deliverables	Date Deliverable Due
Inception idea/work plan: This document should include: a detailed outline of the work plan; process; specific to promotional TV Ads used to Increase demand generation for dairy consumption	August
Producing Pitch creatively alignment and direction: – Incepted creative promotional Ads will be presented to GAIN internal staff to see its alignment and ideas enforcement to the existing concept with the main concept	August
Draft and share: – draft and share the detailed story board and should revised based on the comment	August
Submission of first draft of Promotional TV Ads: first draft of written TV promotional Ads report including the content, the ways of approach and relatively fit to the culture, belief and religions of the community in Amhara region of project area will be presented	August
Testing: The consultant is expected to test TV promotional Ads with the consumers and relevant stakeholders and receive feedback using FGD from the consumers.	September
Final TV promotional Ads Final shot: Result of TV promotional Ads report including the content and relatively fit to the culture, belief and religions of the community in project area will be presented	September
Validation of the TV ads: Validate the TV ads as it is fitting for the purpose and aligns with culture, dialectics and beliefs and can amend based on inputs and comment amend based on stake holders/partners.	September
Submission of result: Final corrected TV Ads stay on air for 45 seconds based on the stakeholders and consumers feedback report will be submitted to GAIN for final use	September

Responsibilities of GAIN

• As full consideration for the Services performed by the Service Provider in accordance with the terms and conditions of this Contract, GAIN shall pay the Service Provider:
• Monitoring and inspection of overall services of the consultant.
• Provision of feedback for the Promotional and Ads organization/ project
• Organizing team meeting to capture relevant inputs
• Organize the validation workshop with relevant stakeholders and cover the logistic costs.

Assessment and selection criteria

• Proposals will be reviewed by the Selection Team. The following indicates a list of the significant criteria against which proposals will be assessed. This list is not exhaustive or 100% inclusive and is provided to enhance the applicants’ ability to respond with substance.
• Demonstrate a clear understanding of the project objectives and deliverable as outlined in the above table.
• Providing detailed creative and methodological approaches on how the proposed objectives will be delivered.
• Comprehensive work plan and proposed time frame.
• Detailed budget and cost-effectiveness.
• Experience of the firm in related specific tasks
• Experience in market base demand generation product and should have experience in developing emotionally resonance Ads
• Experience in the project area with enough knowledge to the culture, dialectic and other relevant criteria.
• Management and personnel plan, including roles and responsibilities and whether team members working on this project have the relevant qualifications and experience.
• An appropriately completed Offer of Services.
• GAIN reserves the right to contact the individuals and contractor(s) to verify the information provided as part of the Proposal.

Qualification of the firm

• Having a renewed Business License
• Having a VAT Registration Certificate
• Overall experience in successfully handling Dairy promotional Ads
• Understanding of the local context of the target areas.

Qualification of the participating team

The team should have a minimum of the following professionals to work on the ad:

• Creative Director – Strong vision and leadership in developing innovative ad concepts.
• Dedicated account manager with marketing experience to oversee the project and ensure alignment with our goals.
• Scriptwriter – Skilled in crafting compelling narratives tailored for TV audiences.
• Experienced in bringing scripts to life through high-quality production.
• Production and post-production team – Capable of handling filming, editing, and post-production at a professional standard
• Expertise in promoting market base product promotion
• Knowledge and awareness of the advertising low of legal framework, and operations in Amhara region.
• Proof of timely delivering tasks at a fast pace.
• Experience in creative work with the community in promoting the market base product demand generation.
• Language skills: fluency in Amharic language and dialectics of the project area and culture.
• The ability to develop promoting conceptual ideas to parents will be a significant advantage which is clear and memorable creative work.