Background
Anaemia remains a significant public health challenge in Nigeria, disproportionately affecting women of reproductive age and children under five. According to the 2018 Nigeria Demographic and Health Survey (NDHS), 68% of children under five and 58% of women in this age group are anaemic. Despite existing interventions, anaemia continues to be under-prioritized in policy and budgetary allocations.
The National Multi-Sectoral Plan of Action for Food and Nutrition and other strategic frameworks recognize anaemia reduction as a critical goal for Nigeria. However, significant gaps remain in terms of awareness, funding, policy implementation and interventions. This necessitates a high-level, data-driven, multi-stakeholder campaign that elevates anaemia as a national development concern and mobilizes policymakers, legislators, and communities to act.
Purpose of the Assignment
To design, produce, and implement a high-impact, action-driven anaemia prevention campaign that catalyses policy shifts while simultaneously mobilizing communities for behaviour change towards anaemia prevention and reduction.
Objectives of the Assignment
The media agency will be expected to:
Design and implement a campaign strategy for anaemia prevention and its control.
Create and disseminate targeted messages across relevant channels that emphasize the urgency of policy prioritization and adequate funding for anaemia-related interventions.
Empower civil society, communities, traditional/religious leaders, and the public via sensitization to support and demand improved nutrition services.
Track and report campaign impact to promote accountability on the delivery of anaemia interventions.
Establish mechanisms for sustained policy dialogue and public accountability on anaemia prevention and control.
Scope of Work
The agency will be responsible for the following:
Strategic Campaign Planning
Developing evidence-informed Anaemia Prevention Campaign Strategy.
Develop key advocacy and behavior change communication (BCC) frameworks targeting key national, state, and LGA-level actors (decision and policy makers).
Campaign Content Production
Produce campaign toolkits and materials, including:
Messaging House/Repository
Policy briefs, infographics, advocacy briefs, and Fact sheets
Radio/TV jingles and talk show scripts
Social media kits (cards, reels, animations)
Short documentaries and testimonial videos
Community theatre scripts and translated IEC materials in local languages
Other relevant content
Campaign Implementation
Media Engagement Activities
Organize and manage
High-level press briefings and roundtables
Policy dialogues and legislative retreats
Media tours and “State Scorecard” launches
Story pitch sessions for editors and health reporters
Secure media airtime and column space in national and local media outlets.
Other relevant activities
Digital & Social Media Strategy
Establish and manage an anaemia campaign-specific digital presence (hashtag, microsite, or social page).
Run regular online campaigns with influencer collaborations.
Monitoring, Evaluation, Accountability, and Learning (MEAL)
Develop and deploy an adaptive MEAL framework.
Track media coverage, campaign reach, behavior change outcomes, and policy wins.
Submit quarterly progress reports, midterm, and final evaluation reports.
Key Deliverables
Anaemia Prevention Campaign Strategy Document: A comprehensive strategy document detailing objectives, target audiences, key messages, communication channels, implementation plan, monitoring, evaluation, accountability, and learning framework.
Campaign Assets
Print Materials
Policy briefs, infographics, advocacy briefs, and fact sheets tailored for policymakers and stakeholders.
Pamphlets and brochures for community distribution.
Posters and banners for public display in strategic locations.
Digital Materials:
Social media kits including graphics, infographics, and short videos, other relevant content.
E-leaflets and newsletters for electronic dissemination.
Website or microsite dedicated to the campaign.
Audio-Visual Materials
Radio jingles and talk show scripts in English and local languages.
Television commercials and documentaries highlighting anaemia issues and interventions.
Testimonial videos featuring beneficiaries and stakeholders.
Transcreated Versions
All materials adapted into major local languages to ensure cultural relevance and wider reach.
Media Engagement Reports: Documentation of all media engagements, including press briefings, interviews, and coverage analysis.
Monitoring, Evaluation, Accountability and Learning Reports: Quarterly and annual reports assessing the impact of the campaign, including metrics on reach, engagement, behavior change, and policy influence.
Expected Outcomes
By the end of the campaign period, the campaign report is expected to show clearly the following:
Policy Shift and Funding Commitments: Specific budget line items for MMS in budgets, allocation of funds to the Child Nutrition Fund, revision of the Essential Medicines List to include MMS, and increased funding for anaemia interventions.
Increased Public and Political Awareness: improved prioritization of anaemia among policymakers and the public.
Improved Service Uptake: Growth in MMS coverage, distribution, screening and dietary diversity among women of reproductive age and children.
Sustained Accountability Mechanisms: Established platforms for ongoing policy dialogue and public feedback on anaemia prevention.
Duration
The campaign will run for 3 years from the date of contract signing, including planning, implementation, and reporting phases.
Timeline
S/N
Phase
Key Activities
Deliverables
Duration
Timeline
1
Strategy Co-Creation
- Ideation/Conceptualizing
- Development of campaign Strategy
- Refine messages, themes, Campaign plan/Strategy
- Conduct validation session
Strategy document
3 weeks
Weeks 7–9
2
Content Production
- Develop scripts, jingles, visuals, influencer drafts (all key assets/toolkits)
- Translate content to local languages
- Pretest content (if possible)
Content drafts, translated materials, pretest log
2–3 weeks
Weeks 9–12
3
Final Approvals
- Submit all content for CS-SUNN review
- Revise based on feedback
- Obtain final approvals
Final approved content assets
1 week
Week 13
4
Media Buying & Scheduling
- Finalize bookings (TV, radio, online, influencers)
- Develop media schedule
Media calendar, proof of booking
1 week
Week 14
5
Campaign Launch & Execution
- Official campaign launch (e.g., press briefing)
- Disseminate content across all platforms
- Deploy influencers/Channels
Media clips, influencer content, press coverage
Through out the project life span and beyond
Throughout the project lifespan and beyond
6
Monitoring & Optimization
- Track impressions, engagement, and feedback
- Conduct weekly performance reviews and adapt as needed
Weekly analytics report, optimization tracker
Continuous
Throughout the project lifespan and beyond
12
Post-Campaign Evaluation
- Collect and analyze performance data
- Document success stories, challenges, lessons
- Submit final report to CS-SUNN
Final campaign report, case study, photos
2 weeks
As applies
Sustainability Plan
The selected media agency must clearly outline and demonstrate a comprehensive sustainability plan within its proposal, indicating how the campaign’s outcomes will be sustained beyond the duration of the project. As a mandatory requirement, the agency is expected to design and implement strategies that will embed the campaign’s gains within existing national and sub-national structures.
The agency is also required to facilitate actions that support the institutionalization of anaemia messaging. Proposed strategies must prioritize the use of cost-effective, community-based communication channels to ensure continuity in underserved and low-resource settings. Finally, the agency must document campaign milestones, case studies, and success stories, and support their dissemination through regional and global knowledge-sharing platforms.
Required Expertise and Qualification
The selected agency must demonstrate
Proven experience in executing nationwide health communication or advocacy campaigns.
Expertise in behavior change communication, policy advocacy, and digital media.
Experience working with development partners, CSOs, and government institutions in Nigeria.
Evidence of prior work on maternal and child health, nutrition, or anaemia campaigns.
Availability of qualified personnel (strategists, content developers, linguists, production crew, etc.).
Reporting and Supervision
The media agency will report directly to the CS-SUNN and will work closely with the Communications, Programmes, and MEAL Departments. Regular meetings will be held with other external stakeholders and development partners.
