Terms of Reference (TOR) for Advertising Company

Video / Documentary on Peek Driven Eye Care Project in Chakwal, Layyah Punjab

Project Title:

Production of Video / Documentary on Eye Care Project Chakwal, Layyah in Punjab

Project Overview:

This project aims to create a high-quality, progress sharing and engaging video on provision & progress of eye care project in Punjab district. The video will focus on provision of eye care services / advanced primary eye care level, preventive eye care, the importance of regular eye examination and promoting the inclusive eye health services in the region. The video should cater to a diverse audience, including rural and urban populations, and be distributed across multiple platforms, including TV, social media, and healthcare facilities.

Objective of the Assignment:

The selected advertising company will be responsible for:

1. Conceptualizing, scripting, producing, and delivering a video, promo, documentary showing the provision & progress of eye care services, including beneficiaries.
2. Ensuring the video is culturally relevant and appeals to the people of Punjab, with an emphasis on local dialects, visuals, and contexts in selected districts.
3. Conveying the importance of eye care, early diagnosis, treatment options, and preventive measures in a simple, engaging, and accessible manner by highlighting the project activities.
4. Beneficiaries’ interviews, including interviews of health authorities and higher management officials.

Scope of Work:

The selected advertising company will capture COAVS, Eye department Mayo, LHW screening, LHV screening, Triage, ophthalmologist, WGSQs. Referrals, Low vison, Cataract Surgery, procedure of follow ups of clients.

Pre-Production:

1. Collaborate with teams (different districts Punjab) to understand the project’s objectives and target audience.
2. Develop a creative brief, including storyline, script, and key messages.
3. Provide storyboards for review and approval.

Production:

1. Film on location (project area) to capture relevant footage or interviews in District.
2. Use professional equipment for high-quality visuals and sound.
3. Ensure the inclusion of relevant stakeholders, such as eye care professionals, patients / beneficiaries and community leaders, Persons with disabilities in the video.

Post-Production:

1. Edit the video with appropriate transitions, music, voiceover/narration in relevant languages (Urdu, English), and subtitles, along with a small screen language interpreter for deaf.
2. Incorporate graphics, animations or infographics to simplify referrals existing health systems.
3. Include branding elements as per agreed guidelines.

Distribution-Ready Formats:

1. Deliver the final video in multiple formats (HD, mobile-optimized, social media versions).
2. Ensure the video is suitable for dissemination across multiple platforms: television, social media, websites, and clinics.

Deliverables:

1. Creative Concept: Detailed concept and storyboard for approval.
2. Script:Full video script in Punjabi, Urdu, and English (if required) for approval.
3. Raw Footage:All filmed materials.
4. Final Edited Video:3-5 minutes video in all required formats.
5. Promo:30-second Promo versions for social media and other platforms including CBM
6. Documentary: 7-minutes video in all required formats whole procedure of the project
7. Subtitled Versions:Versions with subtitles in English/German/Arabic, including sign language window.

Timeline: start date 10^th October end date 10^thNovember

1. Inception meeting : Within one day of contract signing.
2. Concept & Script Approval:01weeks from kick-off.
3. Production Phase:02 weeks from script approval.
4. Final Video Delivery:Before 10th November.

Reporting & Communication:

1. The company will report directly to Focal Person CBM Projects / Senior Programme Officer CBM Projects.
2. Regular updateson daily basis will be required to ensure the project is progressing as planned.

Qualifications of the Advertising Company:

1. Proven experience in producing high-quality videos, preferably in the healthcare sector.
2. Strong portfolio with a focus on culturally relevant projects.
3. Ability to work with diverse communities, particularly in Punjab.
4. Expertise in video production, including scriptwriting, filming, editing, and post-production.
5. Familiarity with delivering content in multiple languages and formats.

Budget & Payment Terms:

1. The total project budget will be inclusive of all production costs& inclusive of all taxes.
2. 30% payment at the time of submission of Drafted version
3. 70% payment at the time of last submission (Final /approved)

Confidentiality & Intellectual Property:

1. The selected company will maintain the confidentiality of all project-related materials.
2. All intellectual property (including video content, raw footage, and scripts) will belong to COAVS upon project completion.