Background

GAIN was launched at the UN in 2002 to tackle the human suffering caused by malnutrition. GAIN is a global, Swiss-based foundation that mobilises public-private partnerships and provides financial and technical support to deliver nutritious foods to those people most at risk of malnutrition.

GAIN contributes to fighting malnutrition in Ethiopia through innovative and sustainable models that increase access to affordable nutritious foods among communities vulnerable to malnutrition. In this regard, it is currently in the preparation to implementing large scale Better Dairy for All (BDFA) project. The project’s overall objective is to increase the quality of children’s and Pregnant and Lactating Women diets in Amhara region by improving the consumption of dairy with main focused on lower-income consumers.   

The project therefore targets to promote the dairy product consumption to the project target group consumers like children 6 mos to 7 years old and pregnant and lactating women. Hence, GAIN is looking for a creative agency that will design both Below the Line (BTL) and Above The Line (ATL) demand creation message and materials.

Understanding the assignment

This assignment is aimed at developing the ideas/concepts and designing of culturally acceptable and influential promotional tools to improve the behaviour of dairy product consumption by the target groups.  The design and development of materials requires collaboration with the project staff to develop SBCC tools for the improvement of dairy product consumption.  

Objective of the assignment   

1.     Develop a concept, strategy and tagline targeting women and caregivers of children 6mos to 7 years for promoting dairy consumption in the selected Amhara region based on the GAIN’.

·       Develop designs for visual promotional tools based on the concepts developed to customize it for Roll up, tear drops, posters, flyers shelf strips, sachet hangers wobblers dealer boards t-shirts and hats.

2.     Script and produce four 45-60 seconds radio in both Amharic and Agewgna languages.  Script and produce for TV ads in Amharic only using state of the art technology in line with the concept developed. For radio production use top of the line voice personality and medium scale personality for TV production. Both adds to be accompanied by a licensed to use attractive jingle.

3.     Test the developed concept and promotional tools of sample target consumers in two urban and two rural woredas of Amhara region (one rural and one urban for Awi of Agewigna speaking and one rural and one urban for Amharic speaking intervention woredas) for any improvements to be made to come up with the most culturally acceptable, relevant and emotionally appealing creative advertisements.

4.     Generate creative ideas for road show and market activations. Find creative ways other than conventional ways to promote in the open markets of the region in creative and attractive ways for road show than conventionally seen ones.

5.     Consider the cultural contexts and gender balance throughout the creative work.

Deliverable: 

• Develop contextualised on SBCC concept and strategy
• Creative concept delivery for ATL and BTL promo design
• Script and Content delivery for TV and Radio Ad
• Design BTL communication and visibility materials as per the required list of items.
• Report on the findings of concept and tools testing
• Provide feedback upon testing the designed tools for improvement.
• Submit final design of all required promotional tools both for ATL and BTL activity

Duration

              From March-June 2023

• Proven record with full creative agency capabilities, tools and technologies to perform the design and production of creative advertisements.
• Proven experience in creative design work for communication, promotional and visibility trade marketing tools across various industries.
• Experience on consumers’ testing and insight assessment towards developing creatives.
• Clear and systematic thinking that demonstrates good judgment, expert problem solving, and creativity for innovative recommendations.  
• Any experience towards engagement in creative works on food business or nutrition sector.
• Qualified team expertise in creative strategy, concept development, design work and promo productions.
• Ability to deliver in short deadlines with quality.
• Experience on similar assignment in Amhara region or other regions across the country.
• Experience on promoting nutritious product for the children and pregnant and lactating women is a plus.
• Reputable experience on the demand creation creative work in urban and rural areas of the Amhara region.
• The creative agency needs to have a good understanding the culture and norms of the society.
• The creative agency needs to understand the dialethic, and local words specially on the dairy product consumption.
• If possible able to provide the certification/ recommendation on its experience in the requirements up on request.
• Obtain renewed license for the creative agency business.