Objectives

The primary objective of this tender is to appoint a service provider to assist the National Gambling Board (NGB) with broad-based public education and awareness promotions. The focus is on using mass media community radio to communicate messages about legal and responsible gambling, gambling addiction, and the socio-economic impacts of gambling, especially contrasting legal versus illegal gambling. The campaign aims to reach diverse communities across South Africa, including rural, urban, and township areas, over a period of two years.

Scope

The scope includes:

• Design, production, translation, and placement of radio advertisements (60-second pre-recorded spots) on selected community radio stations across all nine provinces.
• Selection of four community radio stations per province (two rural and two township/urban stations with highest audience reach).
• Scheduling and flighting of 20 slots per station (two slots per day over 10 days), during peak drive times (morning and afternoon).
• Implementation of quarterly campaigns from April 2026 to March 2028, with flexibility to reduce campaigns based on operational needs.
• Inclusion of value-added activities such as interview slots for NGB spokespeople and impact reporting.
• Monitoring and tracking of advertisement flighting and impact measurement, including ROI and reach assessments.

Technical Requirements

The technical requirements encompass:

• Development of a high-impact campaign plan, including methodology for selecting radio stations, tracking flighting, and impact measurement.
• Production of radio adverts in English and translation into the predominant language spoken in each province, with approval from the NGB.
• Content placement on selected community radio stations, with specified slots (morning and afternoon drive shows, 30-60 seconds, 20 slots per station).
• Repetition of messages over the campaign period to maximize reach and comprehension.
• Provision of impact and ROI reports after each campaign, including proof of flighting and listenership data.
• Inclusion of value-added activities such as interviews with NGB representatives at no additional cost.

Skills Requirements

The bidder must demonstrate:

• Proven experience in media planning, radio advertising, and community outreach campaigns, supported by at least five reference letters from relevant clients in the past five years.
• Strong team composition with CVs highlighting relevant expertise in media buying, content creation, translation, and impact evaluation.
• Capability to develop culturally and linguistically appropriate content tailored to diverse South African communities.
• Ability to design and implement monitoring and evaluation methodologies, including tracking flighting, reach, and impact measurement.
• Experience in managing multi-provincial campaigns with a focus on rural and township audiences.
• Capacity to produce high-quality radio adverts in multiple languages and ensure timely delivery and placement.