Request For Proposal (RFP) At Population Services International(PSI)

Reference Number:                             PSIN/RFP/R001/22

Issuance Date:                                      July 18, 2022

Questions Due Date:                           July 22, 2022; 9:00am Abuja time

RFP Closing Date:                                July 27, 2022; 9:00am Abuja time

Subject:                                     PSIN/RFP/R001/22

Hiring of Media Agency for content translation, production, and media placement for Hygiene & Behaviour Change Coalition (HBCC) project campaign from August 2022 – February 2023 by PSI/Nigeria

Interested Organizations:                 Media Agencies

  1. Introduction

PSI is a global non-profit charitable organization organized and existing under the laws of the State of North Carolina, United States of America, with operations in over sixty (60) countries, dedicated to improving the health of people in the developing world by focusing on serious challenges like family planning, maternal health, HIV/AIDS and the greatest threats to children under the age of five, including malaria, diarrhoea, pneumonia, malnutrition and poor hygiene and sanitation.  In nearly fifty years of operations, PSI has established a worldwide reputation for rigorous evidence-based programming, robust internal controls and strict financial accountability. For more information, please visit

PSI is currently implementing phase II of the Hygiene & Behaviour Change Coalition (HBCC) project in states of Lagos, Osun, Oyo, Kano Nasarawa, and the Federal Capital Territory

  • Scope of work 

Under the HBCC project, PSI/Nigeria plans to execute a mass media campaign focused on promoting COVID-19 prevention messages in two phases. 

To roll out the campaign, the media agency would be required to conduct translation of scripts, production of a television commercial (TVC) and radio jingles (RJ), media buying/placement. 

  1. Language Translation

i. Translation of 1 RJ script to three languages (Hausa, Yoruba, and Pidgin English Languages). The script will be provided by PSI/Nigeria in English language. ii. Translation of 1 TVC script to three languages (Hausa, Yoruba, and Pidgin English Languages). The script will be provided by PSI/Nigeria in English language

Expected Outcome

i. Three (3) studio ready translated scripts in (Hausa, Yoruba, and Pidgin English) to be made available for RJ production.  ii. Three (3) studio ready translated scripts in (Hausa, Yoruba, and Pidgin English) to be made available for TVC production.

  • Production
    • Production of 1 one-minute TVC in English language. 
    • Production of 3 voice overs in (Hausa, Yoruba, and Pidgin English language) to be used in advertising the TVC in other languages.
    • Production of 1 one-minute RJ in 4 languages (English, Hausa, Yoruba and Pidgin English)

                 Expected Outcome

  1. 1 one-minute TVC to be produced and submitted in English language.  
    1. 3 voiceovers for the TVC above (Hausa, Yoruba, Pidgin English) to be produced and submitted.
    1. 4 studio ready RJ to be produced and submitted (Hausa, Yoruba, Pidgin English, English)
  • Media Buying & Placement
  1. TV Commercial (TVC) buying/placement:
    1. Placement of 4 TVCs on 12 listed TV stations in 2 rounds of campaign (August 1 -October 31, 2022, and December 1, 2022, to February 28, 2023).  26 commercial slots for each TV station (13 slots per campaign round) with TVC airing during prime time on each of the 12 TV stations is required. Campaign review will be carried out in-between the 2 rounds of campaign in November 2022. Refer to table 1 & 2 below for selected TV stations schedule, and broadcast language schedule  

Required Outcome

i. Proof of TV telecast and TVC Telecast coverage details for the 12 TV stations to be provided after each campaign round of TV commercial placements. 

  • Radio Jingles buying /placement:
    • Placement of 4 RJs on the 13 listed radio stations in 2 rounds of campaign (August 1 -October 31, 2022, and December 1, 2022, to February 28, 2023). A total of sixty-five (65) radio jingle slots for each radio station (33 and 32 slots per campaign round) with the RJs airing during prime time on each of the 13 radio stations. Review will be carried out in between the 2 rounds of campaign in November 2022. Campaign review will be carried out in-between the 2 rounds of campaign in November 2022. Refer to table 1 & 2 below for radio stations schedule, and broadcast language schedule

Specifically, for Human Right Radio (Abuja): 13 slots (7 and 6 slots per campaign round) airing during prime time (Brekete family reality show).

      Required Outcome

i. Proof of radio broadcast and RJ broadcast coverage details for the 14 radio stations to be provided after each campaign round of radio jingles placements.

Table 1. Television and Radio Station Selection Schedule:

 TV Stations
s/no StatesTV Stations
1Lagos State NTA Lagos
Lagos TV
2FCT NTA Abuja
AIT Abuja
3Osun state  NTA Oshogbo
Osun State Broadcasting corporation Oshogbo
4Oyo State  NTA
Oyo State TV
5Nasarawa State NTA Lafia
Nasarawa State TV
6Kano State NTA Kano
Arewa 24 TV
   Radio Stations
s/no StateRadio Stations
1Lagos State Bond FM Lagos
Inspirational FM
Classic FM – Lagos 
2FCT Brekete Family – Abuja
Cool FM -Abuja
Classic FM Abuja
3Nasarawa Precious FM Lafia
Breeze FM Lafia
4Kano State Cool FM Kano
Freedom FM Kano
5Osun State Osun (Oodua Fm) Ile-ife
Osun state Radio Oshogbo
6Oyo State Ibadan (BCOS) Ibadan
Oyo State (Amuludun FM) Ibadan

Table 2: Broadcast Language Schedule

s/noStatesTV Commercial and Radio Jingles broadcast languages
1Lagos StateEnglish and Pidgin English
2FCT          English, Pidgin English
3Nasarawa StateHausa and English
4Kano StateHausa and English
5Osun StateYoruba and English
6Oyo StateYoruba and English

        C.     Agency Deliverables for the assignment

i. Media buying, execution and monitoring of the media campaign ii. Provide monthly summary report of planned vs actual performance iii. Post-campaign evaluation iv. Submit all verified media supporting documents (verified telecast and broadcast reports and certificates) along with invoices.

D. Communication Brief

        i.              Campaign Objectives 

To promote positive attitude toward COVID-19 preventive methods i.e., wearing mask, surface hygiene, maintaining social distance and hand washing and vaccination to improve, reinforce and sustain related hygiene practice.

        ii.            Thematic Areas

(i) Wearing Masks (ii) Washing hands

  • Clean surfaces
  • Maintain 2m space
  • Get vaccinated
  1. Key message

Break the chain of COVID transmission – Consistently practice COVID appropriate prevention measures above

  1. Campaign Geography 

Lagos, Osun, Oyo, Kano Nasarawa, and the Federal Capital Territory

  • Target Audience

Adult men and women 18+ years, among urban slums, in selected states above

        vi.           Mass media campaign 

                        Campaign is titled ‘Password’      

Call to Action: Wear masks, maintain clean surfaces, maintain space/social distance (2m), wash hands regularly, get vaccinated

  • Submission Requirements and Proposal Evaluation 

In response to the RFP, the agency is requested to send a presentation (not more than 5MB in size via email) based on the scope of work, which includes:

  • Company profile and credentials – Include list of recent clients, size of business and a couple of recent case studies that clearly illustrate objectives, plan and results similar to the proposed campaign
    • Team leader, team composition and experience (verifiable through profile) 
    • Agency commission for the execution of the campaign (media placements) •       Summary proposal formats in line with the detailed SOW and brief
    • Quotations for translation, production, and media placement.

Proposals received for this RFP would be evaluated using the tradeoff method based on the evaluation criteria, and scored based on the parameters listed in table 3 below:

Table 3. Evaluation Criteria for the selection of Media Agency

s/noEvaluation CriteriaPoints allocated
1Price (Financial proposal including Agency commission) 40%
2Experience in carrying out similar campaigns. Executed contracts for similar campaigns, and report for delivery on the executed contracts (2020 till date) Contact details (Name, phone number and email address) of key clients50%
 List of Radio and TV stations engaged in past contracts (2020 till date) Telecast and Broadcasting details: listenership and viewership records of past executed contracts (2020 till date) 
4Organization capacity:  Years of Experience (Minimum of 2 years working experience in similar engagements) Audited Financial report 2018, 2019, 2020 CAC certificate including form 2a and 7a and accompanying MOU (evidence of affiliation with parent company if applicable) Most recent tax clearance certificate  10%
  • Proposal format
  1. Translation and Production:

For this pitch, kindly submit your quotation for Translation and Production in the following format. 

Media Agency Quotation Sheet: Translation and Production
Service DescriptionNo. of translationsUnit costTotal Amount
TVC Translation3  
Radio Jingles Translation3  
Total Cost 
Service DescriptionNo. of translationsUnit costTotal Amount
TVC Production1  
TVC Voice over production3  
Radio Jingles Production4  
Total Cost 
Grand total (Translation & Production) 
  1. Media Placement/buying:

For this pitch, kindly summarize your detailed media placement plans in the following format. Strictly adhere to this format for sending your media placement proposals:

  TVC Placements
S/noStateTV Stations Duration/No. Slot  Unit Price  Total Amount 
1Lagos StateNTA Lagos                                          –   
Lagos TV   
2FCTNTA Abuja   
AIT Abuja   
3Osun state NTA Oshogbo   
Osun State Broadcasting corporation Oshogbo   
4Oyo State NTA   
Oyo State TV   
5Nasarawa StateNTA Lafia   
Nasarawa State TV   
6Kano StateNTA Kano   
Arewa 24 TV   
  Total Cost for TVC Placement (A) 
   Radio Jingle Placements
s/no StateRadio Stations Duration/No. Slot  Unit Price  Total Amount 
1Lagos StateBond FM Lagos   
Inspirational FM   
Classic FM – Lagos    
2FCTBrekete Family – Abuja   
Cool FM -Abuja   
Classic FM Abuja   
3NasarawaPrecious FM Lafia   
Breeze FM Lafia   
4Kano StateCool FM Kano   
Freedom FM Kano   
5Osun StateOsun (Oodua Fm) ile-ife   
Osun state Radio Oshogbo   
6Oyo StateIbadan (BCOS) Ibadan   
Oyo State (Amuludun FM) Ibadan   
  Total Cost for Radio Jingles (B) 
  Grand Total (A+B) 
  Agency commission for Media Placement (C) 
  Total Cost including agency commission (A+B+C) 

        G.     Instruction for submission and Timelines

  • This RFP is issued on Monday July 18, 2022, and the closing date for this RFP is Wednesday July 27, 2022, at 12:00 noon Abuja time. 
  • Proposals and accompanying quotes should be prepared based on the guidelines set forth in sections E&F along with properly filled out price quotation forms. All parts of the quotation must be signed by the bidding company’s relevant authority and sent in PDF format
  • The bidding company is required to provide their proposals using their official letterhead while maintaining the quote matrix format provided on this RFP. Proposals should be addressed to:

The Country Representative, 

Population Services International in Nigeria, 8 Patrick O. Bokkor Crescent, Jabi District, Abuja.

  • Proposals are to be sent by email to [email protected] latest by 12:00 noon on Wednesday, 27 July 2022. 
  • Quotations should be submitted in a single email whenever possible, depending on the file size
  • The total email size may not exceed 20MB (Including email body, encoded attachments, and headers). Where the technical details are in large electronic files, it is recommended that these be sent separately before the deadline.
  • The following reference must be included in the email subject line PSIN/RFP/R001/22. Proposals, including presentations, technical and financial proposals that do not contain the correct email subject line may be overlooked and therefore not considered.

Please note that Media Agencies are under no obligation to prepare or submit proposals in response to this RFP and do solely at their own risk and expense, and PSI Nigeria will not reimburse any cost incurred related to preparation of this RFP.

All submissions will be regarded as an offer by the bidder and does not constitute nor imply the acceptance of any proposal/quotation by PSI/Nigeria. PSI/Nigeria is under no obligation to award a contract to any bidder as a result of this RFP

For enquiries and clarifications pertaining to this RFP, kindly send an email to [email protected] on or before 9:00am on Friday 22 July 2022. 

  1. Presentation dates

Short listed agencies will be invited for a face-to-face or online presentation, at a mutually convenient time and date. All bidders will be informed about the outcome of their bid within 10 days after the closing of the bid.

  • Confidentiality Clause:  All information contained within this brief is strictly confidential and not to be divulged to any 3rd party without prior written consent from PSI/Nigeria