Request for Proposal (RFP)

Hiring a Consultant / Social Media Agency to Develop Campaigns for Bhoomi Ka on Sustainable Food Systems
Organization: VAAGDHARA
Apply By: 30 May 2025

About the Organization

• VAAGDHARA is a non-profit organization working to support indigenous communities for their development in the tri-junction area of Rajasthan, Madhya Pradesh, and Gujarat.

• Currently, VAAGDHARA is spearheading the project 'Bhoomi Ka – Co-creating Clean, Green, and Fair Food Systems' in Rajasthan, Madhya Pradesh, Punjab, and Haryana.

• The project aims to enhance inclusive framework conditions shaping agroecological value chains and food systems for smallholder producers, ecopreneurs, and consumers.

• Key challenges addressed include market access, fair pricing, ecological farming, and policy advocacy.

• The program supports various social enterprises through a multi-stakeholder networking platform and capacity-building programs.

• The overarching goal is to cultivate a food ecosystem that is economically viable, environmentally sustainable, and socially inclusive.

About the Proposal

• Two distinct campaigns are required on:

  1. Participatory Guarantee System (PGS) & promotion of organic food products

  2. Role of bio-inputs in agro-ecosystem

• The campaigns should focus on:

  • Highlighting the benefits and adoption of these systems by local producers and consumers.

  • Increasing the market demand for organic products and bio-inputs.

  • Outlining a future promotion and expansion plan.

Campaign Objectives

• Highlight opportunities for farmers and FPOs in adopting PGS and increase consumer awareness of organic food products.

• Increase awareness among farmers about bio-organic inputs and promote rural entrepreneurship.

• Engage with consumers, policymakers, CSOs, market actors, and stakeholders to strengthen ecological food systems.

Scope of Work

The selected agency/consultant will be responsible for:

• Conducting situational analysis to identify key issues and opportunities.

• Developing a campaign strategy with objectives, target audiences, key messages, and communication channels.

• Creating diverse content, including videos, infographics, social media posts (Instagram, Facebook, LinkedIn, Twitter, YouTube), blogs, and case studies.

• Identifying and leveraging partnerships with media, civil society organizations, and key government departments.

• Implementing digital campaigns and engaging stakeholders to increase visibility of organic products, bio-inputs, and PGS.

• Monitoring campaign reach and impact using data analysis and feedback.

Target Audience

• Small and Marginal Farmers and CSOs in Rajasthan, Madhya Pradesh, Punjab, and Haryana, encouraging PGS adoption.

• Ecopreneurs and Consumers to build awareness and demand for PGS-certified organic products and bio-organic inputs.

Deliverables

• A detailed campaign strategy and work plans for both campaigns.

• Communication materials tailored for print, digital, and video platforms.

• Reports on campaign implementation and impact assessment.

• A toolkit for future replication of campaigns by Bhoomi Ka and partners.

Eligibility Criteria

• Minimum 3 years’ experience in campaign design and communication strategy.

• Proven track record on agriculture, sustainable food systems, rural development, or related issues.

• Strong skills in content creation, digital engagement, and large-scale promotion.

• Ability to coordinate with diverse stakeholders, including policymakers.

• Experience working with FPOs, farmer groups, and value chain actors is preferred.

How to Apply

Interested agencies must submit:

• A detailed technical proposal including:

  • Company profile highlighting relevant experience and past projects.

  • Proposed approach, methodology, and timeline.

• Portfolio of previous work (campaign samples, content, social media engagement).

• Financial proposal with a detailed cost breakdown.

Proposal Evaluation Criteria

• Quality of work portfolio and experience.

• Proposed approach and methodology.

• Cost-effectiveness and adherence to budget.

• Timely deliverability.

Submission Details

• Submit proposals by 30 May 2025.

• Email proposals to: [email protected]

• Use subject line: Proposal for Bhoomi Ka Campaign Development

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