KP REACH Radio Ad Brief

Title: Radio Ad Production Company

Email: WSprocurement@mcsaatchi.com

 Project Background:

The goal of the KP REACH programme is the reduction in HIV infections and HIV-related deaths among key populations in Southern Africa through improved access to HIV prevention, testing and treatment services. We are working with sex workers (SW), men who have sex with men (MSM), transgender people (TG) and women who have sex with women (WSW). As part of this programme, we are working on a communications campaign to address the stigma and discrimination faced by people on the basis of sexual orientation, gender identity or sex work. The more stigma and discrimination people from these communities’ experience in their daily lives from family, friends, neighbours, co-workers and healthcare professions, the less likely they are to feel safe accessing vital HIV prevention and treatment services. Forms of stigma and discrimination include exclusion and isolation, verbal abuse and physical violence.

Communications Strategy:

We conducted research to see what stories and messages would be most likely to reduce stigma and discrimination. We found that when we share stories about human rights violations, there are people who empathise with these stories, however we also found that these stories are unlikely to change behaviour as they reinforce current social norms (i.e. I believe that people like me are stigmatising and discriminating against these groups, so I should too so as not to stand out). Human beings are social animals and behavioural change theory demonstrates that we are more likely to behave according to a social norm than we are our own individual attitudes or even the law!

Therefore, our campaign will aim to show the other side: the unheard stories of people who are gay, lesbian, bi-sexual, transgender or sex workers and their friends, family, co-workers, neighbours, teachers, religious and community leaders and healthcare providers who have come to accept them for who they are over time.

Research showed the stories most likely to change behaviours are ones where the audience can identify with people like themselves who may have struggled with someone’s sexual orientation, gender identity or sex work at first but have become more accepting and supportive over time. The more people see that people like them are behaving in this way, the less likely they are to feel that they should discriminate against these groups as a default.

The Ask:

  • Record and mix 33 x 60” Radio Ads.
  • Translation of 1x generic script into South Sotho, Afrikaans, Zulu, Chewa and Oshiwambo, as well as 4 x KP specific scripts into South Sotho and Zulu. For ease, we have a radio ad breakdown of the radio ads below, and which ads needs to be translated into what languages.
  • Sourcing of 93 x voices to read the scripts, plus performance fees and usages for 1 year in 8 countries, as well as usages for online. Please see voice artist reuirements below.
  • Music licenses – campaign fee.
  • Studio costs for +/- 2 weeks of recording and mixing.
  • Have all radio ads ready to be live for 12 March (launch date).
  • Submit a timing plan to show how you are able to meet the deadline, from voice artist selection, to translations, to recording, to mixing, to delivering of final material.

 

Radio Ads:

Please see the 5 x Radio Scripts, 1 x generic, and 4 x KP Specific Ads-

 Generic –

Announcer:                When did you fail as a parent?

FVO:                            I failed as a parent when I found out that my son was transgender… and I

didn’t protect her from those who caused her pain.

FVO:                            I failed as a parent, when I learnt that my son was gay… and I kicked him

out the house.

MVO:                           I failed as a parent when my daughter came out as a lesbian, and I forgot

that she deserved to be happy.

MVO:                           When I found out that my daughter was a sex worker… and I forgot that

she was just working hard to make a good life

Announcer:                Hear how these parents, and so many others, have overcome their

differences to reconnect with their loved ones on unheardvoices.africa. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. Share one of our stories or your own, and together we can make these stories of hope, heard.

 KP Specific: Lesbian –

Woman:                     My sister told me that she was a lesbian.
She’d changed. Everything had changed.

What I didn’t realise was that she was still the same wonderful, kind, amazing woman that she’d always been. After I stopped talking to her, she lived a happy life. She finished her studies, she got a good job, bought a home, and made a life with her wife. Now I can never make it right – I wasted 13 years mourning her death while she was still alive. Now she’s passed away and I can never get that time back.

Announcer:                Hear how this sister, and so many others, have overcome their prejudices on unheardvoices.africa. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. Share one of our stories or your own, and together we can make these stories of hope, heard.

KP Specific: Sex worker –

Male VO:                    When my daughter became a sex worker,

she lost all her morals.

I said.

For years I didn’t speak to her, but over time I realised that sex work is still work. I’d taught her never to give up, that success took hard work, and to be there for her family. She’d done everything I taught her, maybe not the way I would have liked, but she’s done it. Now it’s time to for me to stop judging her.

Announcer:                Hear how this father, and so many others, have overcome their differences to reconnect with their loved ones on unheardvoices.africa. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. Share one of our stories or your own, and together we can make these stories of hope, heard.

 KP Specific: Transgender –

Transgender person:           You can’t decide to be a man, when you’re a woman.

They say. I say that they’re wrong.

At first, my father tried to change me. He said that you can’t just decide you’re a man, if you’re born a woman. He’d force my mother to make me beautiful dresses, he forced me to grow my hair long and wear make up. But eventually, my mother convinced him that it just wasn’t going to work. And slowly, very slowly, he realised that I wasn’t the daughter he expected, but I could be the son he never had.

Announcer:                Hear how this person’s parents, and so many others, have overcome their differences to reconnect with their loved ones on unheardvoices.africa. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. Share one of our stories or your own, and together we can make these stories of hope, heard.

 KP Specific: Gay –

Male VO:                    Poor man, his son is gay.

He must feel like such a failure.

Said the neighbours.

And at first, I thought I was a failure too. I kicked my son out of the house, banished him from his childhood home. Until I realised that I had taught him to love, to care, and to be kind. I raised him to be someone that I could be proud of and he is. Just because he’s is a different kind of man, doesn’t make him less of a man.”

Announcer:                Hear how this father, and so many others, have overcome their

differences to reconnect with their loved ones on unheardvoices.africa. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. Share one of our stories or your own, and together we can make these stories of hope, heard.

 Radio Ad Breakdown:

Generic Ad (60” including 5 voices)

  • English in SA voices
  • South Sotho in SA voices
  • Afrikaans in SA voices
  • Zulu in SA voices
  • English in Malawi voices
  • English in Botswana voices
  • Oshiwambo in Namibia voices
  • English in Namibia voices

Lesbian Ad (60” including 2 voices)

  • English in SA voices
  • South Sotho in SA voices
  • Zulu in SA voices
  • English in Malawi voices
  • English in Botswana voices
  • English in Namibia voices

Gay Ad (60” including 2 voices)

  • English in SA voices
  • South Sotho in SA voices
  • Zulu in SA voices
  • English in Malawi voices
  • English in Botswana voices
  • English in Namibia voices

Transgender Ad (60” including 2 voices)

  • English in SA voices
  • South Sotho in SA voices
  • Zulu in SA voices
  • English in Malawi voices
  • English in Botswana voices
  • English in Namibia voices

Sex Worker Ad (60” including 2 voices)

  • English in SA voices
  • South Sotho in SA voices
  • Zulu in SA voices
  • English in Malawi voices
  • English in Botswana voices
  • English in Namibia voices

Voices:

Overall

  • We must avoid any recognizable voices for safety and security reasons.
  • All voices must be native to the country – we want to avoid diaspora/migrants living in country where people will detect that they are not fully ‘from here’.

Announcer

  • The Announcer will be the same across all 5 x scripts for specific country/language
  • We are open to a male or female voice
  • Although it says ‘announcer’ in the script we think it is better guidance to think of this person as an interviewer who is in conversation with the people sharing their stories. Someone who has the skills to encourage people to share their stories. Their tone should be warm, empathetic and encouraging. For example, in the generic script where they say (when did you fail as a parent?) this must not sound judgmental or critical. It should sound like a radio interviewer staring a conversation that may be hard for people she is talking to.
  • We want to avoid:
    • An advertising style of read – the end announcement should feel like the conclusion read by an interviewer affected by the stories they have heard. Not an advertising voice plugging something.
    • Creating hierarchical relationship between voices sharing stories / interviewer. They should feel like they are having an equal conversation rather than one person carrying all the gravitas and authority.
    • Classic stereotypes – authoritative voice / wise sage etc.

Voices sharing stories

  • The most important thing is authenticity. We are telling real stories and we are only using actors to protect people’s identity.
  • All voices should sound natural / conversational / intimate and reflective. We don’t want actor/advertising intonation where sentences feel over rehearsed or over thought.
  • We want to focus on voices from lower social economic background and avoid voices that would be perceived as coming from privileged groups in society. This is important as often people who have higher economic status face less stigma and are better able to negotiate safe spaces for themselves. We do not want to leave the most disadvantaged behind.

Voices we need:

4 x specific scripts

  • MVO – father of sex worker (same voice for sex worker / generic scripts)
  • MVO – father of gay son
  • FVO – sister of lesbian
  • MVO – trans man
  • Announcer (same one throughout all ads)

Generic Script

  • MVO – father of sex worker (same voice for sex worker / generic scripts)
  • FVO – mother of transwoman
  • FVO – mother of gay son
  • MVO – father of lesbian daughter
  • Announcer (same one throughout all ads)

Usages:

  • 1 year usage on various radio stations in 8 Southern African Countries (SA, Lesotho, Swaziland, Namibia, Botswana, Zimbabwe, Zambia and Malawi) – usage based on standard territory percentage as per PMA ruling. Please also note that we will be using these ads on the web too, so please also cost for this in your usages for 1 year. These also may be played in taxis, so if this is a different usage rate, please also include this in your costing.

NDA:

  • Due to the sensitive nature of this content, please may we ask that you sign an NDA, for us to keep on record.

Budget:

  • The budget is R1 200 000 including VAT.

Your Submission:

Your submission should include the following:

  • Technical submission (max 5 pages)
  • Why your organization or audio studio is well-equipped to record and deliver the radio spots (i.e. organization’s/studios credentials and past performance)
  • How you will ensure authenticity (i.e. stories feel believable)

(30 points)

  • Financial Submission
  • Budget that includes all mentioned above in the ask section.

(20 points)

The deadline for submission is: 9 February 2018 by 18:00 GMT.

All proposals must be submitted electronically to WSprocurement@mcsaatchi.com. Technical and financial proposals should be submitted separately (as two separate documents in one email), labelled as follows:

– KPREACH_RadioAd_Technicalproposal

– KPREACH_RadioAd_Financialproposal.

 

Thank you.

 

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