RFP for Social Media and Creative Services

Duration: The assignment will be till March 2026, with the option to renew based on performance and mutual agreement.

Deadline to Apply: 10^th July 2025

Introduction:

The Pratigya Campaign for Gender Equality and Safe Abortion is seeking proposals from qualified social media/creative agencies or individual consultants to enhance their digital presence and engage target audiences effectively. The selected partner will manage Pratigya’s existing social media accounts, develop creative content, and execute their campaigns across platforms, as well as support in creating a presence on new social media platforms.

Background:

The Pratigya Campaign for Gender Equality and Safe Abortion, has been a cornerstone in advocating for women’s rights to safe and legal abortion services across India. Launched in 2013, Pratigya is a network of over 120 individuals and organisations working towards protecting and advancing women’s rights and their access to safe abortion care in India, working with governments, organisations, and media at the national and state levels. Together, the coalition has worked tirelessly to challenge stigma, advocate for policy change, and ensure that every woman can make informed decisions about her reproductive health. The campaign is managed by the Secretariat, hosted by the Foundation for Reproductive Health Services India (FRHS India), with guidance from the Campaign Advisory Group (CAG). 

Currently the Pratigya Campaign has a social media presence on Facebook, Instagram and YouTube. The Pratigya Campaign is currently not present on LinkedIn, and we would require the support of the selected agency/consultant in establishing our presence on the platform.

Scope of Work:

The selected Agency/Consultant will be responsible for the following:

Social Media Strategy: Propose a social media and strategy for the Pratigya Campaign, across platforms with the following objectives:

• Increase visibility for abortion related issues with a focus on positive messaging and create online space/s for conversation on abortion.
• Increase visibility for the Pratigya Campaign brand and coalition among the target audience.  (Primary: Abortion seekers and their allies, young people, medical/law students, OB/Gyns, Chemists, policy makers, government stakeholders, etc.; Secondary: Development sectors partners, CSOs, etc.)
• Increase engagement with Pratigya Campaign coalition partners. Strengthen engagement among coalition partners.  
• Promote the Pratigya Campaign official website and the knowledge products developed.
• Increase engagement in the target audience, including with law and medical students, with the aim of creating the next generation of abortion champions. .    

 Social Media Posts: Content, Design and Promotion

• Create engaging, visually appealing social media content in varied formats (static posts, carousels, videos, reels) in both English and Hindi, aligned with the goals of the Pratigya Campaign. Content types include, but are not limited to:

1. Abortion Updates – Posts highlighting the evolving legal, policy, and service delivery landscape of abortion in India and globally, including emerging issues and developments.
2. Partner Spotlights – Features showcasing the work and impact of individual coalition partners.
3. Knowledge Products & Website Promotion – Posts promoting campaign resources and driving traffic to the official website and social media accounts for continued info and revisiting of messaging.
4. Conversation Starters – Content that initiates and encourages dialogue on abortion rights, stigma, and reproductive justice.
5. Youth-Focused Posts – Targeted content for young people and adolescents, with a focus on law and medical students to raise awareness and build a new generation of abortion champions.
6. Commemorative Days & Global Observances – Posts and campaigns marking key national and international days relevant to abortion and reproductive rights, such as; International Safe Abortion Day (28 September); International Women’s Day (8 March); World Contraception Day (26 September), etc.

• Ensure posts are tailored to the target audience and aligned with the branding and messaging of the Pratigya Campaign.
• All strategy, messaging and posts will be implemented only after approval from the Pratigya team.

Channel Management

• Manage and maintain the Facebook, Instagram and YouTube accounts for the Pratigya Campaign.
• Create new account for the Pratigya Campaign on LinkedIn.
• Respond to comments, messages, and queries in a timely and professional manner.
• Monitor performance metrics and provide regular insights and recommendations for improvement.
• Develop and implement strategy for boosting social media posts for maximum reach and engagement.

Monthly Content Calendar and Bank

• Develop a monthly content calendar that outlines the posting schedule and key themes for the month.
• Create a content bank comprising of minimum 10 posts (static posts, carousels, videos, reels) per month.

Campaign Planning and Execution

• Design and execute 3-4 targeted campaigns annually in both English and Hindi.
• Develop campaign strategies, objectives, and key messages to achieve desired outcomes.
• Monitor campaign performance and provide post-campaign reports with insights and learnings.

Live Sessions

• Conceptualize, set up, and execute 4 Facebook/Instagram/YouTube Live sessions annually.
• Handle all aspects of the Live sessions, including technical setup, content planning, promotion, and post-session analytics.

Expected Outcomes:

• Increased awareness of abortion issues and enhanced engagement with key audiences.
• Greater visibility for the Pratigya Campaign and coalition, with a growing follower base across social media platforms.
• Strengthened engagement with coalition partners and stakeholders.
• Consistent, professional social media presence.
• Successful execution of targeted campaigns and live sessions to promote key initiatives.
• Higher visibility of knowledge products and increased website traffic.

Reporting and Coordination:

• Monthly performance reports detailing social media metrics, insights, and recommendations.
• Regular coordination meetings to review progress, discuss strategies, and plan upcoming activities.

Proposal Requirements: Interested agencies or individual consultants are requested to submit a detailed proposal that includes:

1. Approach and methodology for executing the scope of work based on: 

• A fact-based understanding of social media platforms and possibilities, including collaborations and hashtag development.
• Experience of managing social media accounts for similar organizations/issues in India and their growth and engagement trajectory.
• A plan to use geography, target audience and performance marketing tools built into social media platforms.
• Organize existing content to be repurposed and create new social media specific assets.

1. Relevant experience and portfolio of past work, particularly in the public health or non-profit sector.
2. Proposed timeline for deliverables.
3. Financial quotation, including a breakdown of costs.
4. References from previous clients (if available).

Submission Deadline: Proposals must be submitted by 10^th July 2025 via email to admindelhi@frhsi.org.in cc: m.srinivasan@frhsi.org.in with the subject line "Proposal for Social Media and Creative services”.

Evaluation Criteria: Proposals will be evaluated based on the following criteria:

• Relevance and quality of past experience
• Creativity and approach
• Cost-effectiveness
• Understanding of Pratigya Campaign objectives
• Client references with similar use cases

Contact Information: For any queries or clarifications, please contact Ms. Neha Srivastava, Manager- Program Operations & Communications (neha.srivastava@frhsi.org.in)

We look forward to receiving your proposals and collaborating to strengthen our social media presence!

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