CONSULTANCY TO RUN A SRH DIGITAL CAMPAIGN

CONSULTANCY TO RUN A SRH DIGITAL CAMPAIGN

1. INTRODUCTION

Chama cha Uzazi na Malezi Bora Tanzania-UMATI is an autonomous, non-political, non-profit national organization dedicated to advancing Sexual and Reproductive Health (SRH) in Tanzania. Established in 1959, UMATI has played a leading role in providing quality SRH information, education, advocacy, and services, particularly for adolescents, young people, women, and underserved populations. Guided by its vision of a Tanzania where people are free to choose and exercise their Sexual and Reproductive Health and Rights without discrimination, UMATI works to champion SRH and provide information and services targeting the young and underserved.

As a Member Association of the International Planned Parenthood Federation (IPPF) since 1973, UMATI is part of a global movement committed to ensuring universal access to SRH information and services. Through innovative programming, strategic partnerships, and evidence-based interventions, UMATI continues to champion the realization of sexual and reproductive health and rights for all people without discrimination, a commitment that lies at the very heart of its mission and vision.

2. BACKGROUND

Adolescents and young people in Tanzania continue to face significant SRH challenges, including unintended pregnancies, sexually transmitted infections (STIs) including HIV, gender-based violence (GBV), early and forced marriages, and limited access to accurate SRH information and services. Social media, radio, and television remain among the most effective channels for reaching young people with relatable, trusted, and engaging health messaging.

Despite social media being among the most trusted and widely used channels for accessing Sexual and Reproductive Health (SRH) information, there has been a growing spread of misinformation across these platforms. This trend is fueled by the increasing number of individuals who identify themselves as health practitioners, promoters, informers, or advisors and create SRH-related content to meet the rising demand for information and increase their visibility, audience engagement, or influence within the field. However, much of this content is not aligned with established public health guidelines, ethical standards, and policies. As a result, misinformation continues to shape perceptions and behaviors, contributing to persistent SRH challenges among young people.

Influencer-led communication has proven particularly effective in reaching youth audiences, as influencers carry credibility, relatability, and reach that traditional communication approaches often lack. By partnering with the right voices across social media and broadcast platforms, UMATI can extend the reach and resonance of its SRH messaging to young people where they already are.

UMATI therefore seeks to engage a professional media house to identify, contract, and coordinate suitable influencer(s) to promote SRH services and information across a mix of social media and radio platforms, in line with UMATI’s communication objectives and brand guidelines.

3. PROJECT GOAL PURPOSE OF THE CONSULTANCY

The goal of this consultancy is to engage a credible media agency, to conduct a digital campaign to promote access to the right SRH services and information to young people and the wider community, increasing awareness, shifting attitudes, and driving demand for SRH services.

OBJECTIVES

The consultancy shall aim to:

• Increase awareness and knowledge of available, trusted SRH services and information sources and channels including the UMATI’s call center and clinics.
• Leverage influencer credibility and reach to normalize conversations on SRH topics and reduce stigma.
• Drive traffic and demand to UMATI’s SRH service points, helplines, and digital platforms.
• Extend UMATI’s visibility across social media and radio, audiences.
• Position UMATI as a trusted, youth-friendly source of SRH information.

4. TAGERT AUDIENCE

Primary: Adolescents and young people aged 15–24 active on social media and radio audiences.

Secondary: Parents, caregivers, and the general public reached through radio.

5. SCOPE OF WORK

The selected media house shall be responsible for the end-to-end coordination of the influencer engagement, including:

Influencer Identification and Engagement

• Identify and recommend suitable influencer(s) social media personalities, radio presenters, or media personalities with credibility, reach, and relevance to SRH and youth audiences. The number and mix of influencer(s) shall be proposed by the media house based on budget and reach objectives.
• Conduct due diligence on proposed influencer(s), including review of their public content history and audience demographics, to ensure alignment with UMATI’s values and Code of Conduct.
• Negotiate and contract the influencer(s) on behalf of UMATI, within the approved budget.
• Ensure all engaged influencer(s) sign relevant agreements covering content standards, child safeguarding, and conduct expectations.

Content Development

• Develop a content and messaging plan in collaboration with UMATI’s program team, ensuring all SRH content is medically accurate and age-appropriate.
• Develop creative content formats appropriate to each platform (e.g. short-form video, reels, radio spots, that align with the selected influencer’s style while staying true to UMATI’s key messages.
• Submit content concepts and scripts to UMATI for review and approval prior to production and airing/posting.

Campaign Execution

• Coordinate the production and airing/posting of influencer content across agreed social media platforms and radio slots within the campaign period.
• Ensure consistent posting/airing schedule as per the agreed content calendar.
• Incorporate UMATI branding, service contact information, and relevant SRH helplines/referral points in all content.

Monitoring and Reporting

• Track and report on campaign performance metrics, including reach, engagement, impressions, and audience response, for social media content.
• Track airing confirmation and estimated listenership for radio placements.
• Submit a comprehensive end-of-campaign report documenting performance, key learnings, and recommendations.

6. DELIVERABLES

The production company shall deliver the following outputs:

7. TIMELINE

The consultancy is expected to be completed within six (6) weeks from the date of contract signing, as follows

8. BUDGET

Interested media houses must submit a detailed, itemized budget proposal covering all aspects of the engagement, including but not limited to:

• Influencer fee(s)/talent cost
• Content production costs (filming, editing, radio production)
• Radio airtime costs
• Media house management/coordination fee
• Applicable taxes and VAT

UMATI reserves the right to negotiate the final budget and influencer selection with the preferred media agency to ensure value for money within the available budget.

9. PRODUCTION COMPANY REQUIREMENT

Interested media houses must demonstrate the following:

• A minimum of 3 years of experience in influencer marketing, talent management, or media campaign coordination.
• Demonstrable experience working with social media influencers and radio personalities in Tanzania.
• At least one (2) verifiable case study of a previous health, social, or behavior change campaign.
• Established relationships with credible, reputable influencers and broadcast media houses.
• Experience working with adolescents/youth-focused content, with sound understanding of child safeguarding principles.
• Must adhere to UMATI’s Code of Conduct and Safeguarding Policy.
• Must be a legally registered business entity in Tanzania.

10. EVALUATION CRITERIA

Proposals will be evaluated based on the following criteria

11. HOW TO APPLY

Interested and qualified media houses are invited to submit a comprehensive proposal including:

• A technical proposal detailing the proposed influencer(s), rationale for selection, content approach, and campaign plan.
• A detailed itemized financial/budget proposal inclusive of all taxes and VAT.
• Company profile, including registration certificate and key personnel.
• At least two (2) sample of previous influencer or media campaign work.
• At least two (2) professional references from previous clients.
• A statement of commitment to UMATI’s Child Safeguarding and Code of Conduct.

Proposals should be submitted to:

Executive Director Chama cha Uzazi na Malezi Bora Tanzania (UMATI) P.O. Box 1372, Maliki Road – Upanga, Dar es Salaam.

Email: procurement@umati.or.tz

Deadline for submission is 17^th July 2026 at 1600 HRS