Request for Proposals: Advertising Agency

Request for Proposals:
Abt Associates is seeking proposals from advertising firms to develop national food fortification slogan and associated campaign.  Local and international firms are welcome to apply.

Background:
Tuboreshe Chakula, a project funded by the United States Agency for International Development is focused on supporting businesses to produce quality sunflower oil and maize flour as well as to fortify these products.   The project also works with rice millers to create high quality products and has created a market for a home fortification micronutrient ‘sprinkles’ powder called ‘Virutubishi’.

Proposal:
Working with the support of private sector companies, Tanzania Food and Nutrition Center, Tanzania Food and Drug Authority, and development organizations, is seeking an advertising agency to develop a campaign for fortified foods that will not be limited to maize, and oil, but also include wheat and fats.  The hope is this campaign will help to increase consumer demand for fortified products that will then encourage millers, processors and others to create more fortified products for the market.

Fortification is not new in Tanzania – salt has been iodized since 1991, however, the legal requirement to fortify food products like maize flour and oil was legislated in 2012.  This policy was developed in response to the fact that micronutrient malnutrition remains as one of enduring problems of public health significance in Tanzania that costs the country over US$ 518 million every year, equivalent to around 2.65 % of the country’s GDP. The major documented micronutrient deficiencies include vitamin A deficiency, iron anaemia deficiency, and iodine deficiency disorders, whereas folic acid deficiency and zinc deficiency could potentially be affecting the population. Due to these micronutrient deficiencies, a staggering 42% of the children in Tanzania under the age of 5 years are stunted; meaning that there is a generation of children coming up who will have limited mental capacity, potential health problems and more. In response to this, the Government of Tanzania has initiated policies to fortify staple foods in hopes of increasing consumption and reducing stunting.  Food fortification program for Tanzania was launched on 15th May 2013 by the President of the United Republic of Tanzania, his Excellency Dr. Jakaya Mrisho Kikwete.

A Task Force of representative members of the National Food Fortification Alliance in Tanzania will select an advertising firm to create a fortification campaign for Tanzania.  

Proposal Requirements:
1) A 3-page proposal outlining ideas for the campaign for fortification highlighting the value of consuming fortified foods. The channels for the campaign can include print, television, radio, billboards, etc.
a. The campaign should reinforce the recognition of the Tanzanian fortification logo and the benefits of consuming fortified foods
b. The messages should focus on the consumption of staple foods (wheat flour, maize flour, edible oils, and fats).
c. The campaign will focus on promoting Tanzanian made fortified foods, which will result in both reducing the micronutrient malnutrition numbers and boosting the local economy.
2) Sample boards highlighting the key messaging ideas
3) Estimated timeline
4) Detailed budget of costs for the design and implementation of the advertising efforts, including a robust media campaign in October 2014. The budget should run through January 2015, though there are expectations that work will continue beyond January 2015.
5) Examples of previous work, including information on the impact of the advertising efforts
6) At least 5 references

Timeframe:
The work on this is expected to begin mid-August and continue through January 2015, with the possibility of the work extending beyond.

To Apply:
Proposals are to be submitted to procurement@tubocha.com by 5:00 pm East Africa Time on Tuesday, 22th July 2014.  Finalists will be asked to present their concepts to a review committee during the week of 4 August 2014.

Abt Associates is an equal opportunity employer.