Campaign development for increase PrEP uptake

  • Anywhere
Organization: FHI 360
Closing date: 11 Sep 2023

About FHI 360:

FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions. Our staff includes experts in health, education, nutrition, environment, economic development, civil society, gender, youth, research, technology, communication, and social marketing- creating a unique mix of capabilities to address today’s interrelated development challenges. FHI 360 serves more than 70 countries and all U.S. states and territories.

EpiC Project Background:

Meeting Targets and Maintaining Epidemic Control (EpiC) has been supporting the rollout of the targeted, PrEP campaign targeting young MSM to raise awareness and promote PrEP service update at CBOs’ health centers under the project since the beginning of FY20, the campaign is primarily – though not exclusively – focused on online reach and conversion due to shifting preferences among our target audiences, the potential for greater targeting afforded by online platforms, the (relatively) low cost of online advertising per size of potential audience reached, and the opportunity to test and iterate demand generation approaches quickly in digital spaces.

Starting with “PrEP Me Now” campaign with its focus on highly sexually active MSM/MSW between the ages of 19-35 broadly speaking, with sub-audiences of “well-educated, gay-identified men” and “fitness-driven men” for whom messages will be framed around reduction in HIV risk and healthy lifestyles, respectively. The focus on these two initial groups is intended to help our media agency to rapidly test and refine targeting and message framing strategies so that this “microtargeted” approach can then be applied to other audience segments. The campaign has consistently generated a positive impact toward PrEP uptakes in the previous quarters and has been re-introduced to “The Journey to Your Health” campaign in the beginning of 2021 up to the present day. The campaign is primarily designed to continue to focus on PrEP promotion with the extension to other key services namely “treatment initiation” and “U=U messaging”, specific health content for MSM who engage in Chemsex as an alarming issue in Thai MSM community, “Index-testing” as a main strategy to improve HIV case finding under the project “HIV self-testing” as an alternative testing and strategy available in FY 22.

The “PrEP Journey” campaign aims to combine the critical health goal of increasing PrEP uptake with a high-demand giveaway item—underwear. By offering branded underwear as an incentive, the campaign aspires to attract more individuals to either start taking PrEP or to continue their existing prescriptions.

Require Services:

The purpose of the project is to create tailored creative marketing tools both still and motion pictures to reach and communicate with the MSM focused on PrEP promotion

The deliverables of this project will be used on all Social Media Platforms to reach the targeted population. The main aim of the deliverables from this project is to curate visual tools that are specifically made for aiding communications and increase engagement.

Motion Videos that are produced will aid in the better understanding of communication agendas and will also be designed to fit social media platforms which is the main platform of communication.

Worklist and Deliverables:

Work Item:

  1. Online PR
  2. Campaign Initiation
  3. Partnerships and Giveaways
  4. Campaign Launch


  1. Generate awareness for the upcoming PrEP uptake campaign.
  2. Develop foundational content and a posting schedule for the PrEP campaign.
  3. Secure incentives and manage logistics for the PrEP campaign.
  4. Kick off the campaign with coordinated posts and activities.


  1. List of potential influencers or media partners, Agreed terms and deliverables for promotion
  2. Campaign Initiation
  3. Confirmed partnerships for giveaways
  4. Logistics plan for distribution of incentives
  5. Synchronized launch activities, Initial report on engagement metrics

Deliverable Period: All the services need to be submitted to FHI 360 no later than September 25, 2023


  • High expertise on social media planning and online marketing tools, namely Facebook, Line chatting application and Google Ad
  • High expertise on website content development, UI and UX design
  • High expertise on develops the HIV and sexual health related creative content for online marketing
  • Having experiences and expertise on content development related to the lifestyle of Man who have sex with man (MSM), Sex worker (SW), and Transgender women (TGW)
  • Familiarity with MSM, SW and TGSW context and knowledge of HIV testing, PrEP/PEP, HIV treatment, U=U and Chemsex issue in Thailand for content production

The vender must include the following components:

  • Company profile or past portfolio
  • Short concepts note
  • Quotation
  • Any relevant documents

How to apply

Method of Submittal:

  • Respond via e-mail with attached document in MS Word / PDF format
  • The vender will be submitted all document to

Timetable and Address for Submission:

  • Proposals are due no later than 5:00 PM on September 15, 2022
  • Required documentation listed below must be e-mailed to:

Evaluation Criteria: Proposals will be evaluated in accordance with the following criteria:

  • Demonstrated understanding of the required technical area: 25%
  • Soundness of Social Media approach: 25%
  • Demonstration of experience: 10%
  • Value for the proposed cost: 25%
  • Clarity/professionalism of proposal and communication: 15%


Weekly Opportunities .

Sign up to receive opportunities in your inbox.

We don’t spam! Read our privacy policy for more info.