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TERMS OF REFERENCE FOR  ADVERTISING AGENCY(for health promotion activities) Southern states Somalia

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Job Description

Assignment TERMS OF REFERENCE FOR  ADVERTISING AGENCY(for health promotion activities) Southern states Somalia
Contract Type Frame work Agreement
Sector Health
Location Benadir, Jubbaland, South West, Hirshabelle and Galmudug.
Tender collection 29 July 2019
Tender Closes 18th  Aug 2019 at 10:00AM


For over 90 years, Save the Children has been making a difference in children’s lives in more than 120 countries. We are the world’s largest independent child rights organization, underpinned by a vision in a world in which every child attains the right to survival, protection, development and participation. Our mission to inspire breakthroughs in the way the world treats children, and to achieve immediate and lasting change in their lives.

Somalia has some of the worst infant, child, and maternal mortality rates in the world. In 2015, the maternal mortality ratio was 732 per 100,000 live births; women in Somalia have a 1 in 18 lifetime risk of dying due to pregnancy and childbirth-related complications[1]. The under-five mortality rate is 137 per 1,000 live births[2] and 1 in every 10 Somali children dies before their first birthday. The leading causes of under-five mortality are acute respiratory infections (ARI) (including pneumonia) (24%), diarrhoea (19%), neonatal disorders (17%), and measles (12%)[3]. However, only 54% of caregivers in Somaliland, 47% in South Central and 41% in Puntland seek treatment for children with diarrhoea; and only one-third of caregivers in Somaliland and Puntland, and 23.5% in South Central seek care for suspected pneumonia[4]. Malnutrition, micronutrient deficiency and open defecation are major underlying causes of under-five morbidity and mortality. Poor infant and young child feeding (IYCF) practices including breastfeeding are a major contributor to high and persistent malnutrition levels.

Over two decades of conflict and civil unrest has resulted in destroyed social, economic, political and governance systems and infrastructures. In particular it has taken a huge toll on the healthcare system and consequently the health of the Somali population. Somalia has an inadequate and fragmented health infrastructure, weak institutional capacity, inequitable delivery of health services and insufficient public health sector accountability. Population density is low – just 25 people per square kilometre – making the provision of static health services difficult. Overall access to public health services in rural areas, particularly for nomadic populations is very limited. Less than 15% of rural inhabitants have access to any health provider[5]. There is also a significant equity gap with only 6.5% of children in the poorest quintile receiving ORS treatment for diarrhoea as compared to 31% in the richest quintile. For pneumonia the equity gap for seeking treatment is even more extreme with 4.6% for the lowest quintile as compared to 27.7% for the richest quintile[6].

The role of knowledge cannot be ignored when examining motivations and barriers to health seeking behaviour. Without knowledge or previous exposure, the benefits of essential services cannot be internalized and prioritized by a community. As such, preventative services in particular are less understood. Research[7] indicates low awareness on the importance of antenatal care, danger signs in pregnancy, birth spacing methods, the importance of utilizing skilled birth attendants, positive IYCF practices and the importance of prompt treatment of childhood illnesses..

2.0 Key task:

As part of programming for INTEGRATED MESSAGES, Save the children south central Somalia will regularly air radio spots/messages/announcements and radio talk shows/programmes on various local, regional radio stations as part of routine programming according to scheduled events such as campaigns (e.g. Cholera prevention messages, good health seeking behaviors, mother and child health care or emergencies such as disease outbreaks.

To enable the broadcasting of radio spots/messages/announcements, radio talk shows/programmes and drama pieces on a short term/long term agreements (depends on funds available) with individual media houses are required to enable timely production, airing and monitoring of spots/messages/announcements & talk shows/programmes to as many communities in Somali language throughout the zones or specific cities depending SCI response area. Furthermore SCI  will also require social marketing services through the use of billboards, SMS media, documentaries, social media and wall paintings on health facilities, schools,

3.0 Objective of the activity:

  1. Convey preventive cholera messages
  2. To convey maternal and reproductive health messages to the women of child bearing age at the intended districts requested
  3. To convey child health messages to the caretakers of the children including women and men
  4. To convey nutrition, breastfeeding and IYCF messages to the community at large in any selected location in southern states.
  5. To convey hygiene and sanitation messages to the communities of the entire Southern states when requested
  6. To give the community an access for questioning a health expert on certain issues through on call forum once per month
  7. Advocate health for health and reach large community to access free primary health services available at district level.

4.0 Specific topics:

To capture, edit and air health messages of following topics

  • Cholera prevention message
  • Basic public health awareness raising messages
  • Maternal and reproductive health including maternal nutrition, ANC, skilled delivery and PNC
  • Referral system
  • Danger signs in pregnancy
  • Breast feeding
  • Hygiene and sanitation
  • Child health
  • Immunization
  • FGM and other GBVs
  • Child Health days messages
  • Cholera prevention messages
  • Overall health messages promoting health seeking behavior


The assignment involves the following:

In close co-ordination with the Save the children Health Department:

  • Mapping of all radio stations with estimate reach in SCZ
  • Airing of health messages on various media houses
  • DJ mentions at prime time
  • Production and airing of radio spots/messages/announcements/jingles
  • Collection of material to be used for the programme from various stakeholders (Government, religious and community leaders etc.)
  • Development and production of radio serial drama for the radio programmes
  • Preparation of monthly progress report for each subject assignment and monitoring of radio program.
  • Development, production and placement of billboard at prime locations.
  • Development and production of messages and painting for health facilities and schools
  • Development and production of IEC materials which include but not limited to posters, flyers, t-shirts, booklets etc.
  • Establish partnerships with telephone companies for sending of bulk SMS messages and where possible interactive SMS messaging.
  • Monitoring of radio and television stations, telephone companies to ensure quality and timely airing of messages at procured time.
  • Monthly reports on activities implemented.
  • Develop Drama/ spots/talk shows/drama and relevant materials required for airing

NB: The terms of the scope will be detailed during contracting period.

6.0 Area to be considered:

The advertising/Media agency will work closely with the SCI Health team to ensure high quality messages across all strategies highlighted above. All messages have to be technically cleared by SCI Health team.

7.0 Expected Deliverables and time frame

Deliverables expected for the radio stations are:

  1. Activity report for each project.
  2. Media plan across all strategies being used: radio, television, telephone, billboards etc.
  3. To compile and submit monitoring reports for the spot /messages /talk shows, and drama pieces aired by radio and television stations, stamped and signed by the Station Manager every month.
  4. Submission of copies of aired radio talk shows and spots recorded on a CD.
  5. Progressive report about the radio talk show/programme, spot messages and drama aired, stamped and signed by the Station Manager every month.
  6. Final production of spots/talk shows/drama and relevant materials required for airing

NOTE:  The airing days will be spread over a period of months (depends Purchase order for each activity)


The following attributes are requirements for the selection of pre-qualified supplier:

  • Minimum 2-year proven experience for the preparation of Radio spots, Radio shows/television debates specifically Health/Nutrition awareness messages. Please attach copies of contracts
  • Professional experience in facilitating Drama pieces Radio Programme level, field level and ability to conduct drama to remote areas with limited security access.
  • Proven capacity to produce spots/talk shows and relevant required materials for airing and capacity to coordinate with MOH for approval in case necessary.
  • Proven experience for the Development, production and placement of billboard at prime time. Experience in monitoring of radio and television stations, telephone companies to ensure quality and timely airing of messages at procured time.
  • Having active MOU with MOH will be an asset.

Application procedure

Interested companies are advised to collect a complete set of bid documents and instructions at SCI Mogadishu area office between 10:00am to 12:00pm from 29th  July-2019 to 9th August-19 . Sealed bid documents MUST be returned to SCI Mogadishu office  in a sealed envelope clearly stating the company name and its contact address not later than 10:00 AM on  18th August- 2019.

For any query, please address via mail through: CSS.LOGISTICS@savethechildren.org or call:  0616216378/0615407563

Canvassing will lead to automatic disqualification.

Late bids shall be rejected and no liability will be accepted for loss, late delivery or non-delivery, whatsoever. Bids shall be opened at a later date to be communicated.

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