POPULATION SERVICES INTERNATIONAL (PSI) TENDER NOVEMBER 2025
| REQUEST FOR PROPOSALS |
(PSI-RFP-2025-002)
CONSULTANCY SERVICES: HIRING A CREATIVE AGENCY TO LEAD AND IMPLEMENT THE REGIONAL PHARMACY-BASED IMMUNIZATION DELIVERY (PBID) CAMPAIGN
Closing date: 11 Nov 2025
1.0 Introduction
Population Services International (PSI) is a leading non-profit organization headquartered in Washington, DC, USA. PSI uses social marketing to bring about lasting health impact to poor and vulnerable populations through its programs in over 45 countries around the world with the majority of them in sub-Saharan Africa. For further information on PSI’s size, scope, structure, and strategy refer to www.psi.org
2.0 Bidding Costs
Bidders are under no obligation to prepare or submit bids in response to this RFP and do so solely at their own risk and expense. PSI does not undertake to reimburse any costs incurred, therefore.
3.0 Review of RFP
Bidders are solely responsible for the careful examination of all the terms and conditions of this RFP and to comply fully therewith. Failure to do so will be at the Bidder’s risk and expense.
4.0 Language
All documents submitted in response to this RFP, as well as all correspondence in connection with the RFP, shall be in the English language.
5.0 Clarifications
All requests for formal clarification or queries on this RFP must be submitted in writing via email at procurement@psinairobi.org by November 5th, 2025.
Please make sure that the e-mail mentions the RFP reference number (PSI-RFP-2025-002)
6.0 Bid Preparation
Bidders should submit their responses to this RFP to include:
- Technical Proposal
- Financial Proposal – which should be password protected.
7.0 Bid Evaluation
In evaluating the proposals, PSI will seek the best value for money rather than the lowest priced proposal. PSI will use a two-stage selection procedure:
- The first stage will evaluate the Technical Proposal.
- The second stage will evaluate the Cost Proposal for proposals that pass the Technical Proposal evaluation.
PSI is not bound to accept the lowest or any proposal and reserves the right to accept any proposal in whole or in part and to reject any or all proposals.
8.0 Payment Terms
Payment will be made only upon PSI’s acceptance of the work performed in accordance with the contractual milestones. The terms of payment are net 30 days, after receipt of invoice and acceptance of work.
Objective of the Assignment
The objective of this assignment is to identify and onboard a qualified creative agency to lead, produce, and implement the regional PBID demand generation campaign.
This assignment seeks a partner who can creatively position pharmacy-based vaccination as a trusted, accessible, and community-friendly service.
Specifically, the agency will:
- Develop a unifying creative concept or “Big Idea” that drives awareness and demand for pharmacy-based vaccination services;
- Produce compelling video, visual, and social media content adaptable for each of the three pilot countries;
- Recommend influencer engagement strategies suitable for target audience segments;
- Lead campaign rollout across digital platforms and pharmacy activation sites in close collaboration with PSI country teams; and
- Ensure alignment, consistency, and quality across all campaign executions.
Scope of Work
Develop a central creative concept that anchors the campaign—emotionally resonant, relevant, and adaptable across three countries. The idea should normalize pharmacy-based vaccination, emphasize trust and convenience, and reflect community realities. The Big Idea must allow for adaptation across Ethiopia, Kenya, and Nigeria, using a consistent visual identity and tone but flexible cultural execution.
Deliverables
- Creative Concept Deck, Comprehensive “Big Idea” presentation, including rationale, audience insights, influencer strategy, and sample creatives. Delivered in PDF / PPT formats within 3 weeks of contract signing.
- Regional Adaptation Framework, Outline of how the concept will be adapted for Ethiopia, Kenya, and Nigeria, delivered in PDF within 5 weeks of contract signing.
- Full Campaign Production Package, Final produced assets (videos, visuals, captions, influencer content, and activation materials). Delivered in editable + final formats within 10 weeks of approval of the Big Idea.
- Social Media Content Calendar Three-month calendar covering posting frequency, influencer activity, and key messages. Delivered in Excel / PDF formats by week 8
- Activation Report, Summary of pharmacy activation events with visuals and performance insights. Delivered in PDF within 2 weeks after campaign completion
- Media Consultation Summary, recommendations for team TV appearances or earned media features. Delivered in Word / PDF formats by week 10.
- Final Implementation Report, Comprehensive summary of activities, reach, performance metrics, and lessons learned delivered in PDF format at End of contract.
Eligibility
Eligible applicants are creative agencies legally registered in any African country with permission to operate regionally and demonstrate experience implementing campaigns in Ethiopia, Kenya, and Nigeria. Agencies may deliver through their in-country presence or via subcontracted local partners under their supervision. Preference will be given to agencies headquartered in one of the three pilot countries (Ethiopia, Kenya and Nigeria).
Experience in health communication, behavioral change, or social impact marketing is strongly preferred. Agencies should demonstrate a proven track record of campaign leadership and end-to-end implementation across multiple markets.
Agencies must demonstrate the ability to deliver high-quality outputs under tight timelines and multi-country coordination contexts.
Submission Requirements
Applicants must submit:
- Company profile and proof of legal registration
- Description of regional structure (offices or local partners)
- Creative concept deck (maximum 15 slides)
- Key staff bios
- Portfolio of similar health or social campaigns
- Detailed cost proposal (in USD, inclusive of taxes)
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