• We are seeking a supplier to help us define the Collaboration's target audiences among the general public, including their characteristics, needs, and how they interact with different media.
  • This work should develop practical segments or personas of audience groups to target, with recommendations for reaching them and driving engagement.
  • We anticipate bids up to £60,000 inclusive of VAT and expenses.
  • Deadline for responses is midday on 6 December 2021.

About the Collaboration for Wellbeing and Health

The Collaboration for Wellbeing and Health is a new initiative funded by the Health Foundation, aiming to develop a bold, cross sector movement calling for action on the wider determinants of health. Its vision is a society where everyone has the building blocks for good health, wherever they are born, work and live.

Co-developed by a set of founding members and a small team within the Health Foundation, the Collaboration seeks to develop a clear campaigning voice and powerful communications to reach audiences across the public, private and third sector. It aims to build a movement that calls on policy makers, sector leaders and the public to recognise the nation’s health as an asset to society and invest in policies known to create the conditions for healthy lives. 

To achieve these objectives, the Collaboration aims to shift public discourse around health and build a new narrative about how health is created, moving away from focusing on individual responsibility and the health care system supporting people when they are unwell, to how the wider determinants influence our health.

This will include directly engaging the public through awareness raising campaigns. Alongside this, members will build pressure for policies across government that put good health and wellbeing at their heart.

Agency partner to undertake audience research

Understanding and categorising groups of the public that the Collaboration can move to support its agenda is essential to enable the Collaboration to carry out its inaugural public awareness campaigns, as a new charitable campaigning initiative. Its campaigns must reach and resonate with the public, inspire trust and empower action among audiences. 

We are looking for an agency partner to help us achieve our objectives, to:

  • Gain a deep and practical understanding of our target audiences among 'the public', including their needs, attitudes towards issues of importance for the Collaboration, how and where they access news and interact with different media.
  • Create a view of distinct audience groups – represented as segments, personas or 'tribes' that the Collaboration can effectively target through its campaigning activities, to drive engagement, raise awareness and move people to support our agenda.

Groups may include those who can act as influencers and advocates to persuade others, including policy makers. Audience information should include clear recommendations of media outlets and channels to target to effectively reach them.

This project will help the Collaboration to define its target market and pinpoint distinct groups that can be effectively targeted and engaged through its campaigns, complemented by an understanding of their needs, motivations and behaviours.

As well as helping to shape its campaigning strategy, it is anticipated that findings from this research will inform the creation of the Collaboration's brand identity, tailoring this to resonate with its key audiences. The identity will be used on all of the Collaboration’s communications channels.

A successful project will ultimately lead to a growing audience base among the recommended groups, with increasing awareness and support for the issues and positions set forth by the Collaboration.

The successful applicant will be appointed in December, with work commencing in the New Year.

How to apply

Please complete and email electronic copies of the tender response form, budget template and any accompanying documents to Nicole Welsh, Communications and Stakeholder Manager, nicole.welsh@health.org.uk by midday 6 December 2021.

Further instructions around the information expected to be included in your proposal are in the invitation to tender document. If you have any questions or would like to discuss the brief, please contact Nicole Welsh.

An acknowledgement of your application will be made and you will be notified of whether you have been shortlisted for interview by end of day Wednesday 9 December 2021.

Interviews will take place on the afternoon of Tuesday 14 December and morning of Friday 17 December 2021. These will take place remotely over video call.

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