Descripción de tareas para una Agencia Creativa: Proyecto de promoción del frijol biofortificado y el manejo higiénico de la leche – Honduras At Magenta FZE

Description of tasks for a Creative Agency: Project to promote biofortified beans and hygienic handling of milk – Honduras

Context

MAGENTA is a Social and Behavior Change (SBC) research and communication agency that specializes in understanding human behavior and designing communication solutions to positively impact social development. . It is a global agency that works in the Middle East, Africa, Asia and Latin America and the Caribbean. Through theory on social and behavioral change; designs and implements evidence-based communication strategies and campaigns.

Our client base includes United Nations agencies, international non-governmental organizations, cooperation agencies, governments and the private sector. We seek to recognize the importance of local actors, as well as contribute our   international expertise and our methodological rigor. To do this, we collaborate with civil society actors, creative agencies, media and academics to design innovative and relevant solutions that impact today’s most challenging problems.

In Latin America and the Caribbean, MAGENTA manages a set of research projects, strategy development, social and behavioral change interventions, and evaluation.

Currently, MAGENTA is working on a project to design and implement a SBC Strategy with a gender perspective to promote the consumption of biofortified beans and the hygienic management of milk in Honduras.

Project Context

MAGENTA is carrying out an SBC project in order to promote girls and boys to accept and consume the biofortified beans that are part of the school feeding basket in Honduras.

In addition, it seeks to promote healthy practices in the handling of pasteurized milk in the educational centers of the municipalities where the current project is carried out.

El fomento del consumo de frijoles biofortificados puede prevenir deficiencias nutricionales y contribuir a un crecimiento saludable, especialmente en niños y mujeres embarazadas. Asimismo, la manipulación adecuada e higiene de los productos lácteos, incluida la leche pasteurizada, resulta crucial para prevenir enfermedades transmitidas por alimentos. Un proyecto que promueva prácticas seguras de manipulación y consumo puede contribuir a reducir la incidencia de enfermedades asociadas con alimentos contaminados.

Para la promoción de ambos comportamientos, MAGENTA busca crear una campaña de comunicación multiformato de aproximadamente 8 semanas de implementación que aborde directamente los determinantes de los dos comportamientos señalados (consumo del frijol biofortificado y manejo higiénico de la leche).

MAGENTA busca una agencia creativa para la realización de la campaña. A continuación, se especifican las actividades y entregables correspondientes.

Actividades y Entregables

La agencia creativa será responsable de las siguientes actividades:

Entregable

Descripción

Cronograma

Actividad 1.Diseño de la campaña

Pre-producción

• Reunión de arranque con MAGENTA
• Plan de producción: diseño de un plan de pre-producción detallado de la campaña de comunicación para el Cambio Social y de Comportamiento que incluya insumos sobre:
  • Plan creativo de campaña
  • Plan de producción de campaña
  • Juntas de pre-producción
  • Calendario de producción
  • Breakdown de presupuesto de producción

Entregable 1. Plan de Producción de Campaña Multimedia

El documento a entregar se realizará con apoyo de la asesora en comunicación estratégica y creatividad de MAGENTA y debe:

• Refinar idea central de la campaña con mensajes clave, tono de voz, identidad visual/branding
• Identificar y describir el contenido multimedia a producir a detalle
• Propuestas de casting para formatos donde aplica
• Plan de implementación y difusión que incluye canales de distribución, estrategias de promoción y un plan para el monitoreo y medición del desempeño

Diseño de un plan de producción detallado que incluya insumos sobre:

• Calendario de contenido y producción que contemple todas las etapas de la campaña, con fechas límite y entregables intermedios claramente definidos, incluyendo dos semanas de pilotaje de la campaña.
• Plan para juntas de pre-producción
• Desglose de presupuesto de producción, contemplando todos los costos asociados con la ejecución de la campaña, incluyendo gastos de diseño, publicidad, recursos humanos, y cualquier otro costo relevante

2 semanas posterior al inicio del contrato

Actividad 2. Producción de materiales de la campaña

With the support of MAGENTA’s strategic communication and creativity advisor, the agency will produce multimedia materials for disseminating the campaigns. All products will include review processes, post-production process, and printing if necessary.

Once the materials are approved, the agency will implement two focus groups to pilot and validate the materials with the target audience. If adjustments are required, the agency will implement them. The client will support the call for said focus groups.

E2. Materials implementation and production plan  that includes:

1. Products in their final and editable version.
2. Plan the boosting
3. Detailed campaign implementation plan
4. Material design based on strategy.

Approved multimedia products are produced that meet the campaign objective.

Some deliverables may be, but are not limited to:

– Multimedia content (printed and digital posters, videos, printed and digital flyers, etc.)

The process could include collaboration and reviews in the following stages:

– For videos: scripts, casting, direction plan, review of filmed rushes with editing plan

– Review of design and written content for posters and brochures, etc. digital and printed

– Copy review for social media posts for the campaign

– Implementation plan with boosting, dissemination and social media marketing.

To prepare the digital campaign materials, the following must be produced:

• Brandbook
• Products in their final version (can be in various dimensions for social media channels).
• Products in their editable version.

1. Testing of communication materials in two focus groups.
2. Adjustment to materials according to feedback from focus groups

5 weeks after the first deliverable

Activity 3: Dissemination and implementation of the campaign

Once the products are approved, two weeks of piloting the campaign will be implemented. After adjustments according to the piloting, the campaign will be disseminated and implemented in the defined channels for 8 weeks.

E3 Monitoring results of the M&E plan indicators

• Weekly reports:
  • Analysis of digital metrics to be defined including Social Listening
  • Boosting results
• Monitoring and evaluation results
• 2 weeks of pilot implementation.
• 2 weeks for material adjustments and approval.
• 8 weeks of campaign implementation

Payment distribution

Deliverable

%

USD

E1. Multimedia campaign production plan

20%

$2,480.00

E2. Implementation plan and production of materials

40%

$4,960.00

E3 Monitoring results of the M&E plan indicators

40%

$4,960.00

TOTAL

100%

$12,400.00

Payment for deliverables is subject to client approval.

Budget

$12,400.00

Within the budget it is expected:

• A minimum of 3 to 5 rounds of reviews for deliverables and materials.
• Let the production agency assume the cost of the impressions, the community manager if necessary,  boosting , and any other production and dissemination costs.

Payment terms will be 30 calendar days (individuals) or 60 calendar days (businesses) from the latest of the following: (i) receipt by MAGENTA of the appropriate supplier invoice and deliverables as set forth in the contract (ii) acceptance of the work by MAGENTA.

Profile and Evaluation Criteria

The profiles will be evaluated by a committee made up of members of the MAGENTA team. The purpose of the evaluation and comparison of profiles is to determine compliance with the following criteria:

• 8 to 12 years of experience in strategic planning, design of communication and media strategies.
• Experience working with multilateral organizations, including United Nations agencies.
• Ability to work under pressure and ability to receive and respond to rounds of feedback on deliverables in a timely manner.
• Demonstrated interest in social impact work.
• Puntuality.
• Experience working with international development agencies or projects and/or communication consultancies will be considered an advantage.
• Experience working in Honduras.
• Fluency in Spanish.
  • Agency portfolio and CV