Appel à propositions pour une agence de communication et de relations publiques ou un consultant afin de concevoir une stratégie de positionnement pour le programme HaNSA à New Delhi, Inde.

Appel à propositions pour une agence de communication et de relations publiques ou un consultant afin de concevoir une stratégie de positionnement pour le programme HaNSA à New Delhi, Inde.

Developing the Integration Strategy

Two ongoing pilots offer lessons for a forthcoming project that will allow Akshaya Patra and other potential agencies to procure biofortified grain. In a new partnership with the Government of Bihar’s World Bank-funded livelihood initiative — JEEViKA — HarvestPlus is testing a model which trains existent local FPO/FPCs, to produce biofortified seed and market this to other local farmers to grow biofortified grain.

A second pilot focuses on testing the acceptability and additional nutrition benefit of biofortified grain in India’s school feeding program in collaboration with potential partners in India. This pilot is leveraging the partnership with the Government of India’s mid-day meal scheme, which is a leading food science, preparation, and distribution platform to meet school children’s nutritional needs. On the distribution side, Akshaya Patra reaches nearly 2M children everyday through 57 kitchens across 12 states and 2 union territories. Akshaya Patra is a key player in delivering India’s Midday Meal (MDM) school feeding programs, and has already tested the acceptance of a millets-based menu in Karnataka and found strong acceptance for millets-based preparations in the treatment group.

HarvestPlus has tested the nutritional efficacy of integrating biofortified iron pearl millet in school meals and has found this very impactful. Currently, Akshaya Patra and HarvestPlus are expanding trials with biofortified iron pearl millet and zinc wheat in diverse social cultural  to improve the nutritional profile of Akshaya Patra’s MDM program. Based on this, the two organizations will mainstream biofortified grain into school feeding programs in responding to the Government of India’s nutrition strategy (Niti Aayog, 2020), which emphasizes using food-based solutions to address nutrition insecurity. while the Bihar FPO/FPC model offers supply side lessons that HarvestPlus can take to new states, the Akshaya Patra partnership offers a demand side offtake opportunity at scale, where both farmers and school children benefit.

In this context, HarvestPlus seeks a consultant/team to conceptualize, strategically plan, execute, and manage all the public relations (PR) elements to enhance the visibility and outreach of the HaNSA program.

Details of this Request for Proposals: Statement of Purpose & Scope of Work

Objectives of the Assignment

The program is seeking the services of an agency or consultancy with experience in public relations and marketing to develop and design a positioning strategy for the HaNSA program, in line with the work plan that will enhance the visibility, outreach, and impact of the program, and accelerate business development along with the supply and demand chains.

• Build a “Communication and PR Strategy” to support the public relations efforts of the HaNSA program and increasing the visibility of the program across the country
• Design and place collaterals as per the strategy and in accordance with various stakeholders and potential future partners
• Create strategy to promote the mission of HaNSA across social media, print media, and digital/TV press media to coordinate and maximize the effectiveness of all communications and partnership efforts

Outputs

• Planning and Strategy: Detailed description of activities to be included as part of the assignment. Identify potential channels and mediums to maximize the impact and outreach of the program. Create a timeline and action plan for the same.
• Events and Workshops: Assess/organize opportunities at the national, state, and district level to publicize the program. Identify priority areas – G20/Climate, etc. and stakeholders that could encourage industry bodies to include biofortification as a priority agenda in fighting hidden hunger.
• Design Collaterals: Propose, develop, and design all HaNSA program collaterals for stakeholders to understand the key aspects of the program, such as brochures, flyers, standees, etc.
• Media: Identify and outline leading platforms, including social, print, and digital media, for integration of biofortification and provide recommendations; coordinate press releases through relevant channels to amplify objectives of the HaNSA program

Scope of Work

Stage 1

• Develop a comprehensive Communication and PR strategy; provide communications approach and program implementation advice; proactive information dissemination regarding the activities under the program
• Establish a strong connection with the public, media, and relevant stakeholders
• Nurture and enhance the profile of the program among HarvestPlus partners, relevant stakeholders in the government and private sector, and the media
• Increase visibility and outreach of the program among its large audience
• Initiate and implement a well-orchestrated PR program to provide credible perspectives on issues relevant to the program

Stage 2

• Propose/create collaterals including brochures, flyers, e-newsletters, etc.
• Develop/write/edit content for program reports, activities, case studies, etc.
• Develop innovative content to reach target groups of the program and generate regular infographic and/or video content
• Create messages about the program that engage stakeholders
• Translate/create any given text in other Indian regional languages in the correct form as required
• Create social media plans and content in Hindi/English and other Indian regional languages as required
• Engage with print media for placing public notices concerning press releases and other important announcements
• Place opinion pieces and interviews by leaders of the program and academics in mainstream newspapers, magazines, and TV channels
• Formulate campaign on selected themes/areas
• Identify platforms where program leads can contribute as speakers, experts, etc.

Stage 3

• Share a detailed report on the activities conducted as per timelines along with necessary data in the form of interim and final reports
• Present the impact and outreach of the program to an internal team of experts at HarvestPlus
• Highlight where HarvestPlus could strengthen program impact.

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Timeline