Opportunity Information: Apply for RFA 388 12 000001
Apply for RFA 388 12 000001
- The Bangladesh USAID Dhaka in the health sector is offering a public funding opportunity titled "Marketing Innovation For Health" and is now available to receive applicants.
- Interested and eligible applicants and submit their applications by referencing the CFDA number(s): 98.001 USAID Foreign Assistance for Programs Overseas.
- This funding opportunity was created on Feb 15, 2012 and posted on Feb 16, 2012.
- Applicants must submit their applications by Mar 11, 2012. (Agency may still review applications by suitable applicants for the remaining/unused allocated funding in 2026.)
- The funding agency has allocated a total of $15,000,000.00 to eligible and selected applicants.
- Each selected applicant is eligible to receive up to $15,000,000.00 in funding.
- The number of recipients for this funding is limited to 1 candidate(s).
- Eligible applicants include: Others (see text field entitled Additional Information on Eligibility for clarification).
- Open only to Bangladeshi Non Government Organizations
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Opportunity Summary:
The Marketing Innovation For Health opportunity is a USAID/Bangladesh funding call for a major, multi-year public health program that relies on social marketing and private-sector style approaches to expand access to health-related products in Bangladesh. USAID’s mission in Dhaka is inviting applications specifically from qualified Bangladeshi non-government organizations, with the intention of supporting a new, more dynamic phase of health-focused social marketing that builds on USAID’s long track record in the country. The central idea is to increase the availability and use of both new and already-existing public health products by using innovative marketing methods designed to reach people who have not been effectively served through traditional channels.
The award is structured as a Cooperative Agreement, which typically means USAID expects to remain actively involved during implementation rather than simply providing funds and stepping back. USAID anticipates making one award, but it leaves open the option to make multiple awards if that ends up being the better approach based on the applications received. The planned total funding level is approximately USD 15,000,000, and the opportunity lists a floor and ceiling of USD 15,000,000, indicating an expectation that the award size will be around that amount, subject to the availability of funds. The planned performance period is four years, reflecting a program designed for sustained market development, behavior change, and distribution system strengthening rather than short-term campaigns.
Programmatically, the activity is framed as “marketing innovation for health,†emphasizing new and creative strategies to reach new beneficiaries using a private sector social marketing model. In practical terms, this points to approaches that may combine consumer-oriented behavior change communications, branding, demand generation, and market segmentation with efforts to strengthen supply and distribution through commercial channels and other non-public pathways. The focus on “access to new and existing public health related products†suggests the program is not limited to a single commodity, but rather is intended to improve uptake and availability across a range of health products relevant to public health goals, while adapting methods to reach underserved or newly targeted populations.
The opportunity sits within USAID/Bangladesh’s broader health portfolio and is meant to be implemented under the Mission’s Health Service Delivery Project (HSDP). It is also explicitly aligned with USAID/Bangladesh’s Country Development Cooperation Strategy (CDCS) and the U.S. Government’s Global Health Initiative (GHI), signaling that the activity is expected to contribute to wider national health outcomes and U.S. government global health priorities. The funding is categorized under health and is listed as a continuation opportunity, which often indicates it is connected to an existing line of programming or builds directly on prior investments and lessons learned in the same thematic area.
From an applicant standpoint, eligibility is limited to Bangladeshi NGOs, meaning international organizations would not be eligible as prime applicants unless they meet the specific definition provided in the full announcement (the listing indicates “Others†but clarifies that eligibility is open only to Bangladeshi non-government organizations). The opportunity also requires cost sharing or matching, so applicants are expected to contribute resources toward program costs, whether in cash or allowable in-kind contributions, consistent with USAID rules and whatever specific percentage or structure is described in the full solicitation.
Administratively, the opportunity was posted on February 16, 2012, and the application closing date is March 11, 2012. The Funding Opportunity Number is RFA-388-12-000001, and the CFDA number is 98.001 (USAID Foreign Assistance for Programs Overseas). For applicants who cannot access the full announcement electronically, the listed point of contact is Kaiser Ali, Acquisition and Assistance Specialist at USAID Dhaka, reachable by phone at 880-2-8855500 or by email at kali@usaid.gov.
Frequently Asked Questions (FAQs): Marketing Innovation For Health (USAID/Bangladesh)
What is the "Marketing Innovation For Health" grant opportunity?
Marketing Innovation For Health is a USAID/Bangladesh funding opportunity for a major, multi-year public health program in Bangladesh. The program is designed to use social marketing and private-sector style approaches to expand access to health-related products, especially for people who have not been effectively reached through traditional channels.
Who is funding this opportunity?
The opportunity is funded by USAID/Bangladesh, through USAID's mission in Dhaka.
What is the main goal of the program?
The central goal is to increase the availability and use of both new and existing public health-related products in Bangladesh by using innovative marketing methods and a private sector social marketing model, with a particular emphasis on reaching underserved or newly targeted populations.
What types of approaches does USAID expect the program to use?
The opportunity emphasizes "marketing innovation for health" and points to approaches that may include consumer-oriented behavior change communications, branding, demand generation, and market segmentation, combined with efforts to strengthen supply and distribution through commercial channels and other non-public pathways.
Is the program focused on a single health product or multiple products?
The description suggests the program is not limited to a single commodity. It is intended to improve uptake and availability across a range of public health-related products, including both new and already-existing products, consistent with public health goals.
What kind of award mechanism is being used?
The award is structured as a Cooperative Agreement. This typically means USAID expects to remain actively involved during implementation rather than only providing funds without ongoing engagement.
How many awards does USAID plan to make?
USAID anticipates making one award, but it notes that multiple awards could be made if that is determined to be a better approach based on the applications received.
What is the expected funding amount?
The planned total funding level is approximately USD 15,000,000. The opportunity lists both a floor and a ceiling of USD 15,000,000, indicating an expectation that the award size will be around that amount, subject to the availability of funds.
How long is the planned performance period?
The planned performance period is four years, reflecting a program designed for sustained market development, behavior change, and distribution system strengthening rather than short-term campaigns.
Where will the program be implemented?
The program is intended to expand access to health-related products in Bangladesh and is part of USAID/Bangladesh's health portfolio.
How does this opportunity fit into USAID/Bangladesh's broader work?
The activity is meant to be implemented under USAID/Bangladesh's Health Service Delivery Project (HSDP). It is explicitly aligned with USAID/Bangladesh's Country Development Cooperation Strategy (CDCS) and the U.S. Government's Global Health Initiative (GHI).
Is this a new program or a continuation of prior work?
The funding is categorized under health and is listed as a continuation opportunity, which generally indicates it connects to an existing line of programming or builds on prior investments and lessons learned in the same thematic area.
Who is eligible to apply as the prime applicant?
Eligibility is limited to qualified Bangladeshi non-government organizations (NGOs). International organizations would not be eligible as prime applicants unless they meet the specific definition provided in the full announcement. The listing clarifies that eligibility is open only to Bangladeshi NGOs.
Does the opportunity require cost share or matching?
Yes. The opportunity requires cost sharing or matching. Applicants are expected to contribute resources toward program costs, either in cash or as allowable in-kind contributions, consistent with USAID rules and the specific requirements described in the full solicitation.
When was the opportunity posted?
The opportunity was posted on February 16, 2012.
What is the application closing date?
The application closing date is March 11, 2012.
What is the Funding Opportunity Number?
The Funding Opportunity Number is RFA-388-12-000001.
What is the CFDA number for this opportunity?
The CFDA number is 98.001 (USAID Foreign Assistance for Programs Overseas).
Who can applicants contact if they cannot access the full announcement electronically?
Applicants can contact Kaiser Ali, Acquisition and Assistance Specialist at USAID Dhaka, by phone at 880-2-8855500 or by email at kali@usaid.gov.
What is the intended strategy for reaching people who are not served by traditional channels?
The opportunity emphasizes innovative marketing methods and a private sector social marketing model designed to reach people who have not been effectively served through traditional channels, including new beneficiaries and underserved populations.
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