Production of a holistic, multi-platform advocacy campaign with information and communication materials to support Year 2 for 'First Embrace' in the WHO Regional Office for the Western Pacific

Background

A newborn dies every two minutes in the Western Pacific Region. Some 230 000 newborns die each year. While there has been steady progress in the past two decades, much remains to be done to lower the number of deaths among newborn children.

54% of children who died in the Region before their fifth birthday were newborns. Babies die from being born too soon (prematurity) or too small (low birth weight), from severe infections, or from lack of oxygen around the time of birth (asphyxia). Moreover, newborn death rates in the Western Pacific Region have declined at a slower rate than deaths in older children.

This, however, can be prevented with simple precautions.

The World Health Organization (WHO) First Embrace initiative aims to decrease neonatal mortality and improve maternal health.

EENC (Early Essential Newborn Care)

• Early essential newborn care (EENC) is the simplest, most cost-effective preventive measure to significantly reduce newborn deaths.
• EENC could save at least 50 000 newborn lives each year in the Western Pacific Region. EENC addresses the most important causes of newborn death through the First Embrace, primarily by eliminating harmful or outdated newborn care practices.
• EENC focuses on improving the quality of childbirth and newborn care in the first 24 hours. It is implemented through existing services and results in stronger health systems.
   

The First Embrace

• The First Embrace refers to immediate skin-to-skin contact shortly after the baby is born. This simple act of love transfers lifesaving warmth, placental blood and protective bacteria from the mother to the newborn. It also has the added benefit of promoting a natural bond between mother and child that improves the condition of all babies including those who are premature, sick or born by caesarean section.
• Through colostrum, the first milk secreted from the mother's breast, newborns are provided essential nutrients, antibodies and immune cells to protect them against diseases. Mothers can initiate exclusive breastfeeding when feeding cues from their babies occur such as drooling, tonguing, rooting and biting fist or fingers.
• Routine care for the baby such as providing Vitamin K, eye prophylaxis, immunizations, complete examination and weighing should be done after the first breastfeeding is completed. Bathing should be delayed until 24 hours after birth. Care for newborns should be given in the proper sequence given their fragile state.
   

WHAT DO WE WANT TO HAPPEN?

Our main objective is to raise awareness and create an enabling environment for EENC (Early Essential Newborn Care) through First Embrace in the Western Pacific Region.

Our communication aims to:

• Educate mothers and health workers about the benefits of skin-to-skin contact.
• Engage health workers (nurses, midwives and doctors) about Early Essential Newborn Care interventions.
• Motivate health professional organizations, health facility administrators and Ministries of Health to adopt EENC and invest time and resources towards its implementation.
• Influence political and social support for the campaign.
• Mobilize families to adopt EENC practices and increase demand for it in their core groups and communities.
   

WHO ARE WE TALKING TO?

• Primary: Mothers and Health Workers (e.g. nurses, midwives, doctors)
• Secondary: Ministries of Health, Policymakers, Health Professionals, Health Professional Societies, Health Facility Administrators, Media
   

WHAT DO WE WANT TO COMMUNICATE TO OUR TARGET AUDIENCE?

• The First Embrace saves lives
  • While there has been progress in reducing deaths among children under-5, progress in reducing deaths among newborns lags behind. The First Embrace, along with the other interventions of EENC, addresses the most common causes of newborn death and is estimated to help prevent 50 000 newborn deaths every year. 
     
• The First Embrace is simple and cost-effective
  • EENC does not require advanced or complicated set-ups in health facilities. It can be implemented in all settings where mothers give birth. Improved outcomes benefit the facility’s bottom line and reduces the burden of health care costs for families.
     
• The First Embrace is an investment for the future
   
  • EENC results in healthier mothers and babies. Babies who will grow up and become productive members of society. Due to its simplicity, EENC can be implemented in low-resource settings helping address health inequities and strengthen health systems.
     

REQUIREMENTS/DELIVERABLES

The Agency is expected to conceptualize a holistic, multi-platform advocacy campaign anchored on the abovementioned key messages of First Embrace.  Here are the proposed deliverables:

1. Film

   A film that contains testimonials that highlight the importance of First Embrace. Context for each testimonial can be separately skewed towards the three key messages. It aims to delve deeper into the personal experiences and resulting emotional benefits of First Embrace as attested to by a:

• Mother
• Midwife/Health Worker
• Doctor
   

Requirements: Two outputs (for two countries/Member States - same narrative, different setting and different talents). Travel costs not included; only production costs. Concept/creative treatment will be provided by client.
 

Duration: 3-5 minutes total running time

1. Media Event Launch

   Concept and execution for an event to launch Year 2 of First Embrace. Venue is c/o client (to be held either in the WHO Regional Office for the Western Pacific grounds or St. Luke’s Hospital).

   Explore non-traditional ideas where there is high visibility and effective engagement.

   Requirements: All event elements (design, staging and logistics), excluding venue and food and beverages.

2. Digital

   Requirements:

   Redesign, redevelopment and reprogramming of a mobile-friendly version of the website www.thefirstembrace.org (does not include CMS).

   Creation of digital media plan and placement of digital ads on Facebook and Google.

3. PR Plan

   Flesh out a media plan for First Embrace.

   Elements to be considered:

• Two features (press release or exclusive interviews)
• Media relations
• Media follow-up
• PR counsel and planning
• Post mortem media coverage report
• Daily and monthly monitoring of pick-ups (2 months)
   

Required profile of the contractor

Full service Agency that can provide integrated services (from producing a film to mounting an event). The applicants should include links and/or materials demonstrating their products, available in the public domain.

Interested should submit the following documents to the Supply Officer (WPRO) at SAO@who.int by 24 June 2016. Please use Tender Notice No. 46241 as subject to all submission.  Contract start date is Aug 2016 with a duration of 5 months.

• Expression of interest (cover letter) that includes a financial proposal
•  Company Profile (for institutional applications)

Please note that the application may be closed before the indicated closing date if a sufficient number of applications are received. Only successful candidates will be contacted.