RFP FOR A DIGITAL CAMPAIGN ON POSITIVE EXPERIENCES OF CARE
Background
What makes a maternity care experience a positive one? Beyond clinical outcomes, women value being treated with dignity, listened to, informed, supported and responded to with care throughout pregnancy, childbirth and the postnatal period. Yet these dimensions of maternity care are often less visible and less consistently understood than clinical quality.
Centre for Catalyzing Change (C3) has been working in India to advance Respectful Maternity Care (RMC) and promote a woman-centred approach to maternity care, where quality is understood not only in terms of clinical outcomes, but also in terms of how women experience their care.
As part of its ongoing work, C3 has undertaken a large-scale research initiative to understand women's positive and respectful experiences of pregnancy, childbirth and postnatal care. The research captures what women value in their interactions with healthcare providers and institutions and provides important insights into what can make maternity care more respectful, responsive and woman centred.
C3 is now seeking a creative and experienced Design and Digital Marketing Agency to conceptualize, design and implement a high-impact digital campaign that brings these findings to life and sparks a wider conversation about what good maternity care looks and feels like.
Campaign Vision and Focus
The larger vision of this initiative is to strengthen the understanding of respectful and compassionate maternity care as an integral part of quality healthcare, particularly within the private healthcare sector.
The campaign, expected to run for approximately 2–3 months, should focus on:
- Making positive experiences of maternity care visible, demonstrating that dignity, communication, responsiveness, support and respect are integral to quality care and the patient experience.
- Bringing women's voices and research findings into the public conversation, translating evidence on what women value in maternity care into compelling and accessible digital content.
- Creating visibility and engagement around C3's digital RMC Compendium of Best practices, highlighting practical, evidence-informed approaches that healthcare institutions can adopt to strengthen experiences of care.
- Encouraging healthcare professionals and institutions to take action and publicly demonstrate their commitment to better maternity care, moving from awareness to tangible changes in how women experience care.
Scope of Work
The selected agency will be responsible for developing and executing an innovative and audience-focused digital campaign on Respectful Maternity Care.
1. Campaign Concept and Creative Strategy
- Conceptualize and develop a compelling, public-facing campaign on RMC. Develop the overall campaign identity, creative concept, messaging framework and visual language.
- Create a content and performance marketing strategy across different digital platforms and audiences.
2. Campaign Creative Assets and Templates. Develop a set of strong, adaptable master creative formats that can be used across the campaign. These may include:
- Static social media ad template
- Short-form video/reel concepts and visual template
- Copy, scripts, headlines, calls-to-action and messaging adaptations for different campaign themes and audiences.
- Adaptable design templates that allow the campaign to incorporate research findings, women's experiences, expert voices and other campaign content.
The agency should recommend the most effective mix and volume of creative formats based on the proposed campaign strategy.
3. Digital RMC Compendium. C3 has already developed a Compendium on Positive Experience of Care. The selected agency will transform the existing content into a visually compelling and highly engaging digital product, such as an interactive PDF, or any other suitable format.
4. Design RMC Webpage
- Conceptualize and design an engaging, appealing webpage based on the Digital RMC Compendium.
- Ensure the webpage is visually compelling, intuitive, mobile-responsive and aligned with the overall campaign identity.
- Coding and development will be taken care of by C3
5. 360 degree VR Hospital
- Conceptualize and develop a simple but engaging 360° virtual hospital/healthcare experience that allows users to observe and experience what a high-quality, patient-centred hospital environment looks like in practice.
- The experience should be accessible through VR headsets and 360° video platforms such as YouTube.
The agency should recommend an approach that is creative, technically feasible and appropriate to the available budget.
5. Media Strategy and Campaign Execution
- Develop and implement a promotional strategy (including paid media) to maximize campaign visibility and public endorsement of the compendium.
- Recommend the most appropriate platforms, channels, and media mix based on the campaign objectives and audiences.
- Achieve a minimum cumulative campaign reach of 60 lakh people (6 million) during the campaign period.
- Recommend additional campaign performance indicators that can realistically be achieved within the available budget, such as engagement, campaign webpage traffic, Compendium downloads, digital endorsements or other relevant actions.
Requirements for the Agency. The agency should demonstrate:
- A strong track record of conceptualizing and executing impactful digital and social media campaigns across India.
- The ability to develop a comprehensive campaign strategy and translate complex social or health issues into simple, compelling and engaging communication.
- A demonstrated ability to think beyond conventional social media campaigns and propose innovative, audience-centred approaches and digital experiences.
- Strong capabilities in creative strategy, design, video production, digital content development and interactive experiences.
- Experience in developing interactive digital products and immersive experiences. Experience with web-based interactive platforms and/or virtual reality solutions will be an advantage.
- Demonstrated experience in achieving measurable campaign outcomes, including large-scale reach, engagement and audience growth.
Target Audiences.
Primary Audiences
- Private hospitals and healthcare institutions.
- Hospital leadership, administrators and healthcare decision-makers involved in healthcare management, quality of care and patient experience
- Healthcare providers and senior clinical professionals.
- Professional medical and healthcare bodies, associations and networks.
Secondary Audience
Application Process
Interested agencies are requested to submit a PowerPoint presentation showcasing relevant work and experience. The presentation should include:
- An overview of the agency and its relevant experience
- Examples of major media and social media campaigns designed and implemented
- Communication and media strategy adopted
- Platforms and mediums leveraged
- Types of content and creative assets developed
- Experience relevant to interactive digital products and/or immersive experiences, if available
- Examples of campaigns where measurable reach or performance targets were achieved.
Shortlisted agencies will be invited for a detailed briefing and will be required to present their proposed approach and pitch to the C3 team. The final agency will be selected based on the overall quality of its experience, creative and strategic capabilities, demonstrated campaign impact, proposed approach and presentation to the selection committee.
Budget: Up to Rs 15 lakh, inclusive of all costs related to strategy, creative development, design, digital development, campaign execution, and performance marketing.
Last date for submission: September 8, 2026.
Please submit the PowerPoint presentation to procurement@c3india.org with the subject line: Digital Campaign on Positive Experiences of Care