Vacancy: Expression of Interest for Production of Ebony TVCs, Social Media Skits, & Radio Commercials

Company Profile

Total Family Health Organisation (TFHO) is an indigenous Ghanaian social marketing organization duly registered in accordance with the laws of Ghana on February 1, 2017. We partner with government, private sector, and civil society is to improve the health of people living in Ghana primarily through implementation of innovative evidence-based interventions that increases access to and utilization of health products and services in a measurable and impactful way. Our key intervention areas include: Reproductive (including family planning and HIV), Maternal, Newborn, and Child Health (RMNCH), communicable and non-communicable diseases, Water Sanitation and Hygiene (WASH), nutrition, and malaria. Social and Behavioral Change Communication (SBCC) and social marketing remains our unique expertise. We utilize our deep insight and skills in SBCC and social marketing to promote positive social and behavior change among individuals and communities using strategies that address the interests of the people we are trying to reach, the obstacles to change and the many forces that influence behavior and choice.   

OUR MISSION

Our Mission is to be a truly Ghanaian organisation that works to improve the health of people primarily through the social marketing of health products and services as well as health communications in a measurable and impactful way

Job Description

Background:

Contraception and family planning are key components of national and global population health and wellbeing. Expansion of access to contraception and reduction of unmet need for family planning are crucial if optimal reproductive health is to be achieved. Population health projections indicate that access to modern contraceptives will lead to a two-thirds reduction in unintended pregnancies, three-quarters reduction in unsafe abortions, a 69% decrease in maternal deaths, and a 57% decrease in neonatal deaths (Pinchoff et al., 2017). Apart from these increases in unintended pregnancies in developing countries, there is the added risk of sexually transmitted infections such as HIV/AIDS.

Even though there are a wide variety of contraceptives that serves the needs of users, the condom has been found to be one of the oldest and most effective options. It is the only contraceptive method that offers dual protection against sexually transmitted infections (STIs) and pregnancy (Lopez et al., 2013).  In developed regions, the condom, together with the contraceptive pill, ranked as the most preferred forms of contraception among women who are in unions (Lopez et al., 2013).

These trends demonstrate the urgent need for more condom contraceptives to prevent both HIV infections and unintended pregnancy.

In Ghana, the use of male condoms among married women has fluctuated over time.  Available reports indicate condom use went from 0.3% in 1988 to 3.1% in 2003, then dropping to 2.4% in 2008 and 1.2% in 2014 (GSS, GHS, & ICF International, 2015). This decline in use of male condoms is reflected in the discontinuation rate, peaking at a high rate of 35% (GHS, GHS, & ICF International, 2015). Locally in Ghana, socio-cultural factors exacerbate health issues. Factors include the perception of non-use of condom as proof of one’s masculinity, and of women’s inability to negotiate for condom use due to their dependence on male partners for economic support, thereby effectively placing decision-making power of condom use or discontinuation in the hands of men (Abdulai, 2012). These factors have been identified as pressing barriers to condom use. (Abdulai, 2012).

The 2014 Ghana Demographic Health Survey found that, among currently married women of reproductive age (WRA) not using any contraceptive method, 36% reported their intentions to use a family planning method in the future (GSS, GHS, & ICF International, 2015).

These findings highlight the pressing need for more contraceptive interventions in Ghana. Condoms are the only contraceptive methods that prevent both unplanned pregnancy and STIs like HIV/AIDS. This motivates the urgency to promote more widespread use of condoms.

Male condoms are reportedly the most widely known (96%) contraceptive methods among women, with this knowledge reaching near universality (99%) among men (GSS, GHS, & ICF International, 2015). Along with the use of traditional methods, practiced at reportedly 13% among unmarried sexually active women, the condom and the pill constitute the most commonly used methods at 8% (GSS, GHS, & ICF International, 2015). About 90% of condom users procure condoms from the private medical sector (GSS, GHS, & ICF International, 2015). Over the counter medical stores (OTCMS) and pharmacies make up to 94%, while supermarkets/shops, community volunteers, friends/relatives comprise 6% of the sources where condoms are procured (GSS, GHS, & ICF International, 2015)

Purpose:

This TOR is to solicit for an expression of interest from Advertising and Creative Agencies to express interest to create a marketing campaign that will provide the best overall value for Ebony Condoms. This brief will establish how Total Family Health Organization (TFHO) plans to create brand awareness across the country, generate interest, trial, excitement, and gain loyalty and increase sales for Ebony Condoms. This marketing campaign is focused on capturing market share among Gen Y (millennials) and Gen Z.

Required Skills or Experience

Specific tasks to be performed by Agency:

1. To position EBONY condom as the top-of-mind condom brand for the mid to high level in the socioeconomic segment


2. To create awareness and demand for the EBONY condom in the country


3. To create awareness on the dual usefulness of EBONY condom in protecting the user from contracting sexually transmitted infections and preventing the user from an unwanted pregnancy

To create awareness about the variant flavors and thus offering choice for the user

Deliverables:

• A 45 sec TVC in English and Twi


• One minute radio ad in English and Twi


• Five-minute social media skit