Centre for Catalyzing Change (C3) is an Indian organization dedicated to ensuring that no woman or girl in India is denied her fundamental rights. With over 35 years of experience, we have been designing and implementing interventions aimed at delivering scalable solutions by engaging with girls and women at every stage of their lives. Our programs focus on providing access to education, health, nutrition, and livelihood opportunities while empowering women to make informed decisions and advocate for gender equality in their communities.

Under C3’s Reproductive and Maternal Health vertical, we have a project being implemented in the following states – Maharashtra, Telangana, and Jharkhand, to increase awareness, demand, and provision for Respectful Maternity Care within various health facilities. Through social behavior change communication, the aim of the initiative is two-fold, to encourage the knowledge and demand for RMC among women and community members, as well as to inculcate positive behavior among healthcare service providers to deliver and provide RMC to pregnant women accessing services at the facilities.

Respectful Maternity Care is a universal human right that is due to every childbearing woman in every health system around the world. RMC is an integral part of the Quality of Care (QoC), which is increasingly recognized internationally as a critical aspect of the maternal and newborn health agenda. It is recognized that high coverage alone is not enough to reduce maternal mortality and that increased coverage should be accompanied by improved quality throughout the continuum of care. It's become ever so important to grow awareness and realization that respectful care is both a healthcare practice as well as a rights-based issue, which is not an 'optional extra', but an inextricable component of quality maternity care.

We are looking for a design-thinking creative agency to build an overarching strategy for communication, messaging, and nudging with the outcome of awareness of RMC and behavior change in the supply and demand of RMC.

Our Requirements / Scope of Work:

• 6 to 8 months of retainership
• Strategy Design with detailed messaging, collaterals, and medium of communication
• Visual Language and Identity design for the overall project
• Set of 8 videos (live action, contextual) in three Indian languages
• Set of 8 posters for each facility covering different topics in three Indian languages

Selection Criteria:

• Prior experience in behavior change communication
• Ability and experience to design and implement both digital and in-person/on-ground SBC activities.
• As offline activities such as Nukkad Natak, and other visual platforms – are some of the activities that will be a part of the project, preference will be given to an agency that has prior experience in designing and executing such ideas
• Experience with running WhatsApp-based campaigns.
• Can provide in-depth reporting and data analytics of all messaging and communication collaterals including dissemination, reach, and uptake of content
• Willing to travel to implementation states
• Willing to expand the scope of work as we move along the project. However, costs will be additional as per changes in activities.