Social media content development and management At FHI 360

Background

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.

In FY23, the project aims to continue working on the development and production of media materials to disseminate through project’s existing platforms. In addition, the project will focus on leveraging the performance of the current platform by re-evaluating the performance and identify strengths, weaknesses and opportunities to improve the performance of media towards the target audiences on the issues of U=U, PrEP uptake, PEP and index testing.

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 5. HIVST
2. PrEP Uptake 6. Telemedicine services
3. PEP
4. Index Testing

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:

Work Item:

Description:

Deliverables:

Social Media Content Production

Produce; (Copy Writing with Visual Graphic Elements) Social Media Contents to communicate and educate PrEP, PEP, U=U, Index Testing, HIVST, Telemedicine Service to targeted populations on

1. People of Pride (Twitter)
2. Journey To Your Health (Facebook Page)

and drive users to book an appointment with testmenow.net with additional PR contents and announcement of partner clinics.

• 280 Facebook contents
• 280 Twitter contents

Social Media Ad Optimization

Optimize social media contents to reach, engage, and increase call to action on PrEP onboarding, U=U awareness and appointments for PEP and Index Testing as well as HIVST uptake monthly with a fixed monthly media budget.

Generate a quarterly Social Media AD optimization and performance Report with analysis of potential strength weaknesses opportunities and threats of delivered contents.

• Monthly Ad Optimization Plan with details on budget and relevant information
• Monthly Ad Optimization Performance Report

Strategic Partner Liaison

Seek and establish relationships with potential media partners to create a sustainable Quid pro quo in running the established social media platforms moving forward

• Monthly strategic plan highlighting the potential partners for each month, progress of partnership, and other relevant information.

Online Community Management

Maintain and manage the established online community on both Facebook and Twitter platforms for targeted users and pursue to maintain in becoming the central hub for MSM health.

Communicate and interact with users in aiding their concerns and driving them to book
an appointment at testmenow.net

• Monthly report on the online community management performance highlighting users’ engagement in the community.
• Monthly report on the conversion to booking performance

Website Content Production and Redesign

Identify strengths, weaknesses and opportunities of current Journey To Your Health website and redesign the UI/UX of the website for better traffic and engagement performance on the website

Develop weekly website content in multiple formats (written blog, digital graphic content, interactive informative content) for dissemination on website

• Identification Reports on Website current performance
• Redesign of UI/UX of the website
• 52 mixed-format website for weekly contents

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 20, 2023

Qualifications/Skills

• High expertise on social media planning and online marketing tools, namely Facebook, Line chatting application and Google Ad
• High expertise on website content development, UI and UX design
• 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