Reference: Job #1511

Issued: 4/15/2014

Closing Date: 5/16/2014


Women’s World Banking seeks an advertising agency to develop and execute a communications campaign for a health microinsurance product offered by a microfinance institution in Morocco.

About Women’s World Banking

Women’s World Banking is a global non-profit devoted to giving more low-income women access to the financial tools and resources essential to their security and prosperity. For more than 35 years we have worked with financial institutions to show them the benefit of investing in women as clients, and as leaders. We equip these institutions to meet women’s needs through authoritative market research, leadership training, sustainable financial products and consumer education. Headquartered in New York, Women’s World Banking works with 39 institutions in 28 countries with a reach of 14 million women to create access to finance on a greater scale that ever before.

About the Project

Women’s World Banking is partnering with a local microfinance institution in Morocco on the design and optimization of a health microinsurance product.  The product is offered by the microfinance institution to existing credit clients, providing them a way to mitigate risk and protect their assets when they are faced with costly medical problems such as critical illness and health emergencies.  Women’s World Banking is leveraging its successful experiences with hospital-cash health microinsurance in Jordan and currently working on the design and implementation of similar products in Peru, Mexico, Uganda, and Egypt, in addition to Morocco.


The selected Firm will be responsible for proposing, developing and executing a campaign that achieves the following objectives:

  • Build awareness of the health microinsurance product and its key features. The campaign should communicate product benefits in a simple and engaging manner.
  • The campaign should build trust around the product and motivate clients to avail the product in time of a heath emergency.


Campaign:  The agency should propose an awareness-building campaign positioned around the product.  The customer awareness strategy should encompass multiple touch points such as visual posters placed in branch, engaging product brochure with focus on visuals, product membership cards, and client testimonials to generate positive word of mouth.  

Product Name:  The agency should propose a simple product name that will resonate with the target audience: clients of the partner microfinance institution.

Location of Work & Project Team

The Project Team consists of product and marketing experts from Women’s World Banking and the local microfinance institution. Team members collaborate regularly through remote and on-site work.  The Firm should be based in Morocco and able to meet regularly with team members in Rabat or Casablanca. The Firm will also be required to be able to collaborate with Women’s World Banking team members who are located in the United States (New York), Jordan (Amman) and elsewhere via conference calls and remote work.

Preferred Qualifications

  • Proven success with communications campaigns in Morocco
  • Experience with campaigns targeting low-income individuals
  • Experience tailoring campaigns to audiences who cannot read
  • Proven success using both above-the-line and below-the-line tactics to raise awareness and achieve campaign goals
  • Experience with consumer goods, financial services and/or insurance
  • Ability to utilize and incorporate Moroccan local languages and cultural nuances into campaign
  • Commitment to working with Project Team to produce a high-impact campaign on time and within budget

Application Process:

Candidates interested in the position are required to email stating interest and providing information on the Firm (including samples of relevant past projects) no later than 5:00pm EST, April 25, 2014.  Interested candidates will then receive the full Communications Brief detailing all information necessary to develop a proposal.  Proposals should include but not be limited to the following components:  (1) initial concept proposal; (2) timeline to fulfill deliverables; (3) detailed fee proposal; and (4) project team roles and responsibilities; and (5) samples of relevant past projects. Candidates will have a final deadline of Friday, May 16, 2014 for submission of full proposals.

Please sign and include the Statement of Integrity found at the below link and return with your proposal:

Statement of Integrity

Proposals must be submitted to no later than May 16, 2014. Please include in the e-mail subject line: “RFP: Local Firm for Marketing & Communications Campaign in Morocco.”

This RFQ does not guarantee or commit Women’s World Banking to proceeding with the above described work. Due to the overwhelming responses not all candidates will be contacted.

Women’s World Banking is an equal opportunity employer for all regardless of race, color, citizenship, religion, sex, sexual orientation, gender identity or expression, age, disability, veteran or reservist status or any other category protected by federal, state or local law