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Food Safety & Quality Response Campaign During Covid-19 Epidemic

Background & Description

1.      CONTEXT

The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based establishment propelled at the United Nations in 2002 to handle the human enduring brought about by ailing health. Working with governments, organizations and common society, we mean to change food frameworks, so they convey increasingly nutritious nourishments for all individuals, particularly the most helpless.

Headquartered in Geneva, Switzerland, GAIN has workplaces in nations with elevated levels of ailing health: Bangladesh, Ethiopia, India, Indonesia, Kenya, Mozambique, Nigeria, Pakistan, and Tanzania. To help work in those nations, we have delegate workplaces in Denmark, the Netherlands, the United Kingdom, and the United States. At GAIN, we accept that everybody on the planet ought to approach nutritious, safe, and moderate food. Today, one out of three individuals - drawn from about each nation on the planet - can't devour enough nutritious food.

What matters most for GAIN is impact. Our purpose is to improve the consumption of nutritious and safe foods for all. We focus on children, adolescents, and women because we know that working with these groups is crucial to transforming attitudes about food and hence life chances and livelihoods. We are supported by over 30 donors and work closely with international organizations and United Nations agencies.

GAIN Pakistan

In Pakistan, four out of ten children under five years of age are stunted while 17.7% suffer fromwasting. The double burden of malnutrition is becoming increasingly apparent, with almost one in three children underweight (28.9%) alongside a high prevalence of overweight (9.5%) in the same age group. The prevalence of overweight among children under five has almost doubled over seven years, increasing from 5% in 2011 to 9.5% in 2018.

Stunting is a major problem in Pakistan (national average is 40.2%), with 12 million children with low height for age. To ensure that this form of malnutrition does not continue to compromise the human capital required to sustain the socioeconomic development of Pakistan, stunting reduction is a top national priority. Whereas Since 1997, the prevalence of low weight for height among young children is on the rise its currently standing at 17.7% as of NNS-2018, acute malnutrition remains in a state of nutrition emergency. This is the highest rate of wasting in Pakistan’s history. More than half (53.7%) of Pakistani children are anaemic and 5.7% are severely anaemic. The prevalence of anaemia is slightly higher (54.2%) amongst boys than girls (53.1%). Children in rural areas are more likely to be anaemic (56.5%) than in urban areas (48.9%).

The Impact of Covid-19 on Nutrition & Food Security.

According to a report by the UN, the COVID-19 pandemic is a health and human crisis threatening the food security and nutrition of millions of people around the world. A huge number of individuals are at the point of experiencing hunger and lack of healthy sustenance before the infection hit and, except if prompt move is made, we could see a worldwide food crisis. In the more drawn out term, the joined impacts of COVID-19 itself, as well as relating moderation measures also, the rising worldwide downturn could, without huge scope composed activity, disturb the working of food frameworks. Such disturbance can bring about consequences for health and nourishment of a seriousness and scale unseen for the greater part a century.

Khyber Pakhtunkhwa province is one of Pakistan’s most affected provinces nutrition wise. In KPK more than 30 % of children are underweight; 44% are stunted, and 49 % of women are moderately anemic. More than half of children under the age of five are anemic, and 39% of children are zinc deficient. In a province like KPK, where there is already an issue of food safety & quality, COVID-19 has furthermore decreased the food safety & quality.

COVID-19’s impact in Pakistan; manufacturers, and shop keepers in KPK are unable to get their food supplies properly sanitized nor are they able to properly stock them, before forwarding whatever food supplies, they have to the customers. Due to the unawareness, non-implementations of SOP’s, and not adhering to the procedure’s food safety has become a great challenge.

To ensure that manufacturers, shop keepers, staff, & consumers; get safe food items, adopt preventive measures, implement COVID-19/post COVID-19 SOP’s, adopt hygienic packaging and for an increased awareness on how to disinfect the food items and , making the market activities more safe, GAIN Pakistan intends to design & execute an aggressive digital media awareness campaign.


The Food safety & Quality preservation response campaign of KP Food Safety & Halal Food Authority (KP FS & HFA) aims at formulating inclusive messages with the technical assistance from GAIN to limit the issues of food safety & quality, especially during & post Covid scenario among the shop keepers, manufacturers, and the consumers. The messages will essentially cover the categorical issues of food safety & quality of nutrition in KPK before and by spreading awareness regarding the handling food products by the manufacturers, shop keepers, as well as by the customers during this pandemic. The campaign will also include general awareness messages on Covid-19 and how to curtail its impact.

GAIN and KP FS & HFA partnership is seeking services of a firm with a strong background in designing a comprehensive awareness raising Digital Media campaign by considering different activities underlined. The firm will work closely in collaboration with GAIN & KP FS & HFA designated teams to understand the programs of GAIN & KP FS & HFA and take the guidance to understand target audience for this campaign. The scope for this assignment will include two main parts:

  1. The Concept and influencing strategy of the Food safety & Quality preservation response campaign
  2. Designing Digital Media awareness campaign & its Execution.


The target audience of this social media campaign is the general public of KPK province in Pakistan, but specific focus must be:

a)      Manufacturers

b)      Shop keepers/ Food Handlers/ Distributors

c)      General Public/buyers (male, female & children)


GAIN & KP FS & HFA partnership brand identity will be highlighted all through the campaign. Further branding details will be communicated with clear guidelines & instructions.


The general time range of the campaign creation, including its composition, planning, branding, and creation, is three (3) months after the signing of the agreement with no adaptability in delays.


While partnership wants to promote their message on how Covid-19 has/can affected the food safety & quality status among people in KPK; the consultant will scale up the scope of the campaign to all social media mediums & this campaign will run for 3 months approximately.

The consultant will develop:

  • Campaign strategy
  • Documenting the impact of Covid-19 on food Safety & quality status among people of KPK, & dissemination through all social media platforms with the relevant hashtags.
  • Developing & handling of content for circulation through the identified digital media  (campaign medium) such as Facebook, Twitter, Instagram & You tube etc. 
  • Maintaining & posting of Facebook page for GAIN Pakistan
  • Designing of posts, Public service announcements, animated videos, polls, short videos, interviews, info graphs, live sessions for digital media platforms.
  • A final report highlighting the beneficiaries reached out through the campaign as well as a brief impact analysis. The report should also present an estimated count of the number of receivers reached through each of the mediums.




assignment requirement

Facebook, Twitter, Instagram

  • Making a Facebook account for GAIN Pakistan, to promote what they are doing.
  • 90- 100 Posts in total based on food Safety & quality: illustrations, infographics, GIF’s, & instructional posts

Content and Design of the posts. Posts will be in English, Urdu & Pashto version as well.



Animated / Info-Graphical Videos

(20-60 Secs)

  • 15 Animated Videos emphasizing on food safety & quality by the manufacturers & shop keepers.



Video content, design, and execution. Each video will be in Pashto & Urdu with subtitles.





  • 12 Polls need to be conducted on all social media platforms highlighting the food safety & quality issue at hand.



Polls; (content and design of each poll) to be made for all social media platforms in all 3 languages.





Short Videos/Video reports

(20-60 Secs)

  • 5 short videos (info-graphical videos, video reports & video messages) stressing on the importance of food safety & quality.




Short videos (content and design & dissemination) on all social media platforms.





Proposed Activity

(8-10 minutes)


  • 3   proposed activities, like how manufacturers, suppliers, shop keepers & customers are following the safety measures (proposed by KP FS & HFA), different steps taken by the food manufacturers, suppliers, shopkeepers and consumers.


Content, design, dissemination & production of these interviews will be done in Urdu & Pashto language.


Live sessions/Recorded Talk shows

(30 minutes)

  • 3 live sessions or recorded talk shows with the GAIN & KP FS HFA management, food safety & regulations authorities, as well as a few manufacturers, shop keepers on food safety & quality.



Content, design, dissemination & productions of these live sessions on all social media platforms.




Service provider/consultant is supposed to share a detailed dissemination plan for the duration and get it approved during the inception.


All the campaign materials, designs, plans and any other materials produced by the consultant/service provider under this agreement will be the sole and restrictive property of the GAIN & KP FS & HFA and won't be repeated on some other stage/gathering without taking composed approval.


90 days approximately (3 months),  Total budget for this assignment is ranging from PKR 2,000,000 to 2,200,000 (inclusive of all taxes)





Organizational Qualification



a)     Legally registered, national coverage






a) Organization’s Media linkages



b) Social Media campaign expertise



Approach and Methodology -



a)     Narrative description of the approach to the tasks, showing a clear understanding and methodology linked to the expected outcome



b)    Feasible work plan outlining your proposed activities within the project timeline with clear milestones



c)     Project Team – Profile



d)    Risk Management – What are the perceived risks associated with this project and what are the mitigation strategies.



Financial proposal



a)     Adequately justified price & Schedule of payment




a)      Firm needs to have a minimum of 3 years of experience in Digital Media with a highly skilled & experienced digital media team.

b)      Have experience working with International organizations like Embassies, UN agencies, International donors, Government sector, INGO’s etc.

c)      Firm should have an active tax payer status

d)      Firm should also be registered with the FBR.

e)      Firm should have NTN

f)       The firm should have previously run digital media campaigns successfully.

g)      Should have ethical work relationships.

h)      The firm should have their own graphics team as well as a highly experienced digital media team, with own production & pre-production equipment.

i)        The firm should have good understanding of the topic at hand.



a)      The firm needs to give their company profile.

b)      Proof of FBR registration & NTN registration.

c)      Experience certificates/Work Orders; the firm needs to provide a list of organizations that the firm has worked with previously.


The video script is available online “CLICK HERE