Terms of Reference (ToR)
Hiring an Agency for Communication Campaign in Madhya Pradesh
Background & Context
Bhartiya Grameen Mahila Sangh (BGMS), Indore, is a leading NGO dedicated to adolescent and youth development in Madhya Pradesh. In collaboration with the Department of Education, Department of Health and Family Welfare, and Directorate of Skill Development, Government of Madhya Pradesh and UNFPA, BGMS providing technical support to Life Skills Education program in Madhya Pradesh. BGMS also works on Health and RH issues in Madhya Pradesh.
To enhance awareness of family planning methods, with a particular focus on spacing methods, it is proposed to implement a communication campaign through the use of mobile outreach vehicles across four districts of Madhya Pradesh. The campaign will be conducted over a period of one month in identified villages within these districts. It will aim not only to promote awareness and understanding of various family planning methods but also to disseminate information about the AI-enabled chatbot “Just Ask,” which provides reliable guidance on adolescent health
Objectives: The primary objectives of the campaign are:
- To run field level campaign and to enhance awareness on family planning uses among the community.
- To engage with different stakeholders, ensure widespread community participation using interactive and locally understood communication methods
- Popularizing Just Ask! Chatbot with posters, strategically displayed in high-traffic public areas, such as railway stations, bus stands, educational institutes (government, private)
- To Promote sexual and reproductive health and family planning services, and increase demand for and awareness of modern contraceptives.
Scope of Work The selected agency will be responsible for the following:
- Planning and Strategy: Develop a detailed district-wise campaign strategy across the four selected districts to implement the campaign in identified locations/Gram Panchayats. The strategy will include a comprehensive engagement methodology to ensure effective outreach, active community participation, and wide dissemination of key messages on family planning—particularly spacing methods—and the AI-enabled chatbot “Just Ask” for adolescent health awareness.
- Execution of Skits (Nukkad Natak): Conduct Street plays in identified locations with trained performers to communicate key messages.
- Audio-Visuals: Organize and execute systematic miking announcements in selected areas to disseminate campaign messages, display engaging audio-visual content on Family Planning, Maternal Health and Adolescent Health.
- Community Engagement: Engagement with youth and gram panchayat, conduct interactive sessions with villagers to encourage discussions and demonstration of JustAsk chatbot.
- Operation: The communication vehicles will operate in pre-selected villages, ensuring coverage in hard-to-reach areas where awareness on Family Planning, Maternal Health and Adolescent Health is most needed.
- Organize some engaging activities near colleges/ schools: The agency will organize some engaging activities near colleges/ schools in the selected blocks of the districts.
- Distribution of Leaflets and Chatbot Cards: To enhance community awareness and understanding of Sexual and Reproductive Health Services, the agency will set up stalls in public areas like Panchayat Bhawans or Anganwadi Centers. These stalls will serve as distribution points for leaflets and Chatbot cards, which will contain a QR code that, when scanned, will direct community members to Family Planning, Maternal Health and Adolescent Health information via a JustAsk Khulke Puchoo Chatbot.
- Placement of Standees: Standees promoting the Chatbot must be placed in key public locations within each village to ensure maximum visibility.
- Village Engagement and IEC Distribution: The communication vehicle is expected to spend 1.5 to 2 hours in each village. During this time, the agency will actively distribute IEC materials and display audio/visual content via LED/LCD panels, Street play and ensuring an engaging and informative outreach experience.
- Daily Reporting: The agency is required to submit a daily report. The report should detail the villages covered, activities conducted, and the number of individuals reached along with the signature of local body functionaries/ field level functionaries. This will ensure consistent monitoring of the awareness campaign's progress and impact.
- Support from the hiring agency: BGMS or the funding agency will provide the IEC materials and communication materials which are approved by Government of Madhya Pradesh and the requisite permission from Government will be obtained before undertaking the campaign.
Deliverables The agency is expected to deliver:
- A structured work plan, along with a defined timeline, for executing the campaign simultaneously across four districts of Madhya Pradesh before June 2026.
- A list of selected villages/ gram panchayats and targeted locations for activities.
- Scripts for skits - Family Planning and Maternal Health.
- Daily report with pictures of the ground activities, signatures of the Panch/ Sarpanch/ ASHA/ ANM/ CHO.
Vehicle Specifications:
- A total of four vehicles are required, each legally registered, licensed to operate, and equipped with GPS to monitor movement. Standard marketing campaign vehicles, preferably Tata Ace, are to be used.
- The agency must have the capacity to manage and maintain vehicles equipped with audio-visual equipment, ensuring their reliable operation and upkeep throughout the duration of the assignment
- Customizable for the campaign
- Visual display (no smaller than 46 inches) with sound system in each vehicle
Operational Requirements
- The contract period shall be 40 days, to be implemented concurrently across four locations, including 22–25 days of field-level vehicle-based campaign activities across the assigned districts.
- Coverage – Selected villages/ blocks in four districts across Madhya Pradesh.
- Frequency – Minimum cover 3-4 villages/ day in 2 blocks from each district
- Timing: All the four vehicles is required to operate full-day, from 9:00 AM to 7:00 PM, ensuring consistent and effective outreach throughout the day
Eligibility Criteria Interested agencies must meet the following criteria:
- At least 3 years of experience in conducting community outreach programs and awareness campaigns.
- Prior experience in performing skits and using miking for mass communication.
- Proven capability to work in rural settings, particularly in Madhya Pradesh.
- Availability of a trained team of performers and communication experts.
Selection Process The selection of the agency will be based on:
- Technical Proposal: Including the approach, methodology, and past experience.
- Financial Proposal: A detailed budget breakdown of the campaign.
- Presentation & Interview: Shortlisted agencies will be invited to present their approach.
Budget: The agency should provide a comprehensive and competitive budget that includes logistics, ground team personnel, travel, and all other associated expenses, exclusive of taxes. Applicable taxes must be indicated separately for relevant components.
Submission Guidelines Interested agencies should submit their proposals, including the following:
- Organization profile and relevant experience.
- Detailed proposal covering methodology, team composition, and timeline.
- Financial proposal.
- Samples of past similar work.
Technical Proposals should be submitted to, BGMS Indore through email bgmslse@gmail.com and Financial Proposal should be submitted at bgms.financialbid@gmail.com by EOD, 6th May 2026. Financials proposals of the technically qualified agency will be considered. Proposals received after deadline will not be considered. For any queries or clarifications, please drop a email to directorbgmsindore21@gmail.com before two days of the submission deadline of the proposals.
This Terms of Reference (ToR) outlines the expectations and requirements for hiring an agency to conduct a comprehensive community awareness campaign. Agencies with the required expertise are encouraged to apply and contribute to meaningful community engagement in Madhya Pradesh.