International Women's Day Radio Campaign (7th March 2024 - 11th March 2024)

 Background:

International Women's Day (IWD) is celebrated annually on March 8th to recognize women's social, economic, cultural, and political achievements globally. It is also a day to raise awareness about the challenges and issues that women face worldwide, including gender inequality, discrimination, and violence. This year's theme for IWD is “DigitALL: Innovation and technology for gender equality” highlighting the need to challenge gender stereotypes and biases to create a more inclusive world.

Objective:

The primary objective of the radio campaign is to celebrate International Women's Day and empower older women in specific regions of Pakistan (Islamabad, Lahore, Dadu, Jacobabad, and Nowshera) by broadcasting awareness raising messages in Urdu, Sindhi, and Pashto.

Target Audience:

The campaign will specifically target older women in the identified regions, aiming to inspire, acknowledge, and appreciate their contributions to society. By broadcasting messages in local languages, we aim to ensure maximum reach and resonance with the diverse cultural backgrounds of the target audience.

Duration:

The radio campaign will run for 5 days, commencing on 7^th  March 2024 and concluding on 11^th  March 2024, strategically aligned with International Women's Day on 8th March.

Content and Languages:

Five unique messages will be developed, focusing on themes that celebrate the achievements, wisdom, and resilience of older women. The content will be developed in three different languages, namely Urdu, Sindhi, and Pashto, ensuring cultural relevance and resonance with the specific regions where HelpAge International’s intervention and projects are going on.

Implementation:

The campaign will be implemented through collaboration with local radio stations in each region. Customized schedules will be developed to ensure optimal broadcasting times, maximizing audience reach during peak hours. Additionally, the messages will be disseminated through social media channels to extend the campaign's impact.

Campaign Impact

The impact of this campaign is anticipated to be multifaceted. Firstly, it aims to raise awareness about the rights and well-being of older women, fostering a sense of respect and appreciation for their invaluable contributions to society. By delivering messages in local languages, the campaign ensures cultural relevance and a deeper connection with the target audience. Furthermore, it seeks to inspire positive societal attitudes towards older women, promoting inclusivity and recognizing their role in community development. The repetition of messages will reinforce the key themes, leaving a lasting impression and potentially influencing behavioral change within the communities. Ultimately, the campaign aspires to contribute to a more supportive and respectful environment for older women in the targeted areas, fostering a sense of empowerment and recognition of their rights.

NOTE:

Interested communication/advertising agency(s) shall submit their proposals (Technical and financial) by 29^th February 2024 by 2:00PM at the following address in the name of the Procurement Committee.

HelpAge International, Office No 6, Ground Floor, Shah Tower, E-11/2, Islamabad, Pakistan

Please write “Consultancy services for Radio broadcasting - International Women Day” on the envelope.