Consultancy for the Engagement of a Media Agency for the Development and Implementation of a Comprehensive Anaemia Prevention Campaign Strategy in Nigeria at Civil Society Scaling-Up Nutrition in Nigeria (CS-SUNN)

The Civil Society Scaling-Up Nutrition in Nigeria (CS-SUNN) is a non-governmental, non-profit making coalition, made up of organizations with a shared vision to transform Nigeria into a country where every citizen is food and nutrition secured. We pursue this lofty goal by engaging government and non-state actors to raise awareness, sustain commitment and actions to effectively tackle under-nutrition in Nigeria. The coalition was formally launched on the 7th of August, 2014. We have a common vision with clearly defined roles and responsibilities, clear accountability and sustainability framework. The guiding principles of the alliance include; Evidence based decision making, Gender mainstreaming, Equity, Feed- back, Diversity, Value for money Transparency and Integrity.

Background

Anaemia remains a significant public health challenge in Nigeria, disproportionately affecting women of reproductive age and children under five. According to the 2018 Nigeria Demographic and Health Survey (NDHS), 68% of children under five and 58% of women in this age group are anaemic. Despite existing interventions, anaemia continues to be under-prioritized in policy and budgetary allocations.

The National Multi-Sectoral Plan of Action for Food and Nutrition and other strategic frameworks recognize anaemia reduction as a critical goal for Nigeria. However, significant gaps remain in terms of awareness, funding, policy implementation and interventions. This necessitates a high-level, data-driven, multi-stakeholder campaign that elevates anaemia as a national development concern and mobilizes policymakers, legislators, and communities to act.

Purpose of the Assignment

To design, produce, and implement a high-impact, action-driven anaemia prevention campaign that catalyses policy shifts while simultaneously mobilizing communities for behaviour change towards anaemia prevention and reduction.

Objectives of the Assignment

The media agency will be expected to:

1. Design and implement a campaign strategy for anaemia prevention and its control.
2. Create and disseminate targeted messages across relevant channels that emphasize the urgency of policy prioritization and adequate funding for anaemia-related interventions.
3. Empower civil society, communities, traditional/religious leaders, and the public via sensitization to support and demand improved nutrition services.
4. Track and report campaign impact to promote accountability on the delivery of anaemia interventions.
5. Establish mechanisms for sustained policy dialogue and public accountability on anaemia prevention and control.

Scope of Work

The agency will be responsible for the following:

Strategic Campaign Planning

• Developing evidence-informed Anaemia Prevention Campaign Strategy.
• Develop key advocacy and behavior change communication (BCC) frameworks targeting key national, state, and LGA-level actors (decision and policy makers).

Campaign Content Production

• Produce campaign toolkits and materials, including:
  • Messaging House/Repository 
  • Policy briefs, infographics, advocacy briefs, and Fact sheets
  • Radio/TV jingles and talk show scripts
  • Social media kits (cards, reels, animations)
  • Short documentaries and testimonial videos
  • Community theatre scripts and translated IEC materials in local languages
  • Other relevant content 

Campaign Implementation

Media Engagement Activities

• Organize and manage
• High-level press briefings and roundtables
• Policy dialogues and legislative retreats
• Media tours and “State Scorecard” launches
• Story pitch sessions for editors and health reporters
• Secure media airtime and column space in national and local media outlets.
• Other relevant activities 

Digital & Social Media Strategy

• Establish and manage an anaemia campaign-specific digital presence (hashtag, microsite, or social page).
• Run regular online campaigns with influencer collaborations.

Monitoring, Evaluation, Accountability, and Learning (MEAL)

• Develop and deploy an adaptive MEAL framework.
• Track media coverage, campaign reach, behavior change outcomes, and policy wins.
• Submit quarterly progress reports, midterm, and final evaluation reports.

Key Deliverables

Anaemia Prevention Campaign Strategy Document: A comprehensive strategy document detailing objectives, target audiences, key messages, communication channels, implementation plan, monitoring, evaluation, accountability, and learning framework.

Campaign Assets

Print Materials

• Policy briefs, infographics, advocacy briefs, and fact sheets tailored for policymakers and stakeholders.
• Pamphlets and brochures for community distribution.
• Posters and banners for public display in strategic locations.

Digital Materials:

• Social media kits including graphics, infographics, and short videos, other relevant content.
• E-leaflets and newsletters for electronic dissemination.
• Website or microsite dedicated to the campaign.

Audio-Visual Materials

• Radio jingles and talk show scripts in English and local languages.
• Television commercials and documentaries highlighting anaemia issues and interventions.
• Testimonial videos featuring beneficiaries and stakeholders.

Transcreated Versions

• All materials adapted into major local languages to ensure cultural relevance and wider reach.

Media Engagement Reports: Documentation of all media engagements, including press briefings, interviews, and coverage analysis.

Monitoring, Evaluation, Accountability and Learning Reports: Quarterly and annual reports assessing the impact of the campaign, including metrics on reach, engagement, behavior change, and policy influence.

Expected Outcomes

By the end of the campaign period, the campaign report is expected to show clearly the following:

• Policy Shift and Funding Commitments: Specific budget line items for MMS in budgets, allocation of funds to the Child Nutrition Fund, revision of the Essential Medicines List to include MMS, and increased funding for anaemia interventions.
• Increased Public and Political Awareness: improved prioritization of anaemia among policymakers and the public.
• Improved Service Uptake: Growth in MMS coverage, distribution, screening and dietary diversity among women of reproductive age and children.
• Sustained Accountability Mechanisms: Established platforms for ongoing policy dialogue and public feedback on anaemia prevention.

Duration

The campaign will run for 3 years from the date of contract signing, including planning, implementation, and reporting phases.

Timeline

S/N	Phase	Key Activities	Deliverables	Duration	Timeline
1	Strategy Co-Creation	- Ideation/Conceptualizing - Development of campaign Strategy - Refine messages, themes, Campaign plan/Strategy - Conduct validation session	Strategy document	3 weeks	Weeks 7–9
2	Content Production	- Develop scripts, jingles, visuals, influencer drafts (all key assets/toolkits) - Translate content to local languages - Pretest content (if possible)	Content drafts, translated materials, pretest log	2–3 weeks	Weeks 9–12
3	Final Approvals	- Submit all content for CS-SUNN review - Revise based on feedback - Obtain final approvals	Final approved content assets	1 week	Week 13
4	Media Buying & Scheduling	- Finalize bookings (TV, radio, online, influencers) - Develop media schedule	Media calendar, proof of booking	1 week	Week 14
5	Campaign Launch & Execution	- Official campaign launch (e.g., press briefing) - Disseminate content across all platforms - Deploy influencers/Channels	Media clips, influencer content, press coverage	Through out the project life span and beyond	Throughout the project lifespan and beyond
6	Monitoring & Optimization	- Track impressions, engagement, and feedback - Conduct weekly performance reviews and adapt as needed	Weekly analytics report, optimization tracker	Continuous	Throughout the project lifespan and beyond
12	Post-Campaign Evaluation	- Collect and analyze performance data - Document success stories, challenges, lessons - Submit final report to CS-SUNN	Final campaign report, case study, photos	2 weeks	As applies

Sustainability Plan

The selected media agency must clearly outline and demonstrate a comprehensive sustainability plan within its proposal, indicating how the campaign’s outcomes will be sustained beyond the duration of the project. As a mandatory requirement, the agency is expected to design and implement strategies that will embed the campaign’s gains within existing national and sub-national structures. 

The agency is also required to facilitate actions that support the institutionalization of anaemia messaging. Proposed strategies must prioritize the use of cost-effective, community-based communication channels to ensure continuity in underserved and low-resource settings. Finally, the agency must document campaign milestones, case studies, and success stories, and support their dissemination through regional and global knowledge-sharing platforms.

Required Expertise and Qualification

The selected agency must demonstrate

• Proven experience in executing nationwide health communication or advocacy campaigns.
• Expertise in behavior change communication, policy advocacy, and digital media.
• Experience working with development partners, CSOs, and government institutions in Nigeria.
• Evidence of prior work on maternal and child health, nutrition, or anaemia campaigns.
• Availability of qualified personnel (strategists, content developers, linguists, production crew, etc.).

Reporting and Supervision

The media agency will report directly to the CS-SUNN and will work closely with the Communications, Programmes, and MEAL Departments. Regular meetings will be held with other external stakeholders and development partners.

Method of Application

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