TERMS OF REFERENCE (TOR): U-REPORT MALAYSIA PROMOTIONAL CAMPAIGN AND NATIONAL LAUNCH

Transcription

1 TERMS OF REFERENCE (TOR): U-REPORT MALAYSIA PROMOTIONAL CAMPAIGN AND NATIONAL LAUNCH 1.BACKGROUND U-Report New and emerging technologies present a powerful opportunity to connect directly with young people, tap into their direct knowledge of the challenges they face and to engage them in a meaningful dialogue in solving these issues. U-Report is a proven mobile-based communication and advocacy platform that allows young people to share their ideas and opinions on issues that matter to them. With more than 2.5 million users across 23 countries and four continents, U-Report is already empowering young people by connecting them with government and civil society leaders and sharing important information that allows them to take positive action in their own lives and communities. UNICEF works closely local partners, encouraging civil society groups, media and government partners ( U-Partners ) who have a shared interest in genuine youth participation to take ownership of the U-Report platform. Through a range of communication channels such as word of mouth, volunteer networks, public events and and media advertisements, young people throughout the country are encouraged to join the U-Report platform. Interested youth between the ages of can register directly through their mobile phones via Twitter, Facebook, a dedicated U-Report app or basic SMS channels. They will be asked a short series of questions to create a user profile (age, gender, location, organization). Once registered, U-Reporters can respond to weekly poll questions on key social issues sent out by U-Partners and receive important and relevant information in return. All responses are anonymized, aggregated and visualized in real-time online, and regularly shared back with participating U-Reporters, along with the public and relevant decision-makers. UNICEF Malaysia has been pilot testing the U-Report platform, using Facebook, Twitter and mobile app channels. Procurement of a toll-free, dedicated short code is also currently underway, and is expected to significantly increase mobilization efforts in communities with connectivity challenges by enabling free SMS registration and messaging across all mobile networks. To support national scale-up prior to a public launch event in March 2017, UNICEF is now seeking the services of a leading media organization to help increase visibility, reach and participation of target users through sustained and creative promotion. Promotional Campaign U-Report has, so far, found success as a youth engagement tool primarily in least-developed countries, and it is recognized that new strategies and approaches are required in order to resonate strongly with young people in a context like Malaysia. Challenges experienced to date during the U-Report Malaysia pilot phase include: low brand recognition of UNICEF among young people (and the amplification and advocacy value that the organization lends to key social issues), competition from competing mobile-based technologies and low-level trust that decision-makers are interested in listening to and meaningfully representing the ideas and experiences of young people. At the same time, youth beyond the Klang Valley (including in Sabah and Sarawak) have

2 expressed keen interest in U-Report participation, highlighting opportunities for targeted mobilization activities in these areas. Wider adoption of U-Report Malaysia as a relevant tool for youth engagement is seen to largely depend on development of a brand resonance strategy that includes creative content development and promotion (using both both online and traditional media platforms and community activities) to establish awareness, registration and active participation in the U-Report Malaysia platform and activities at national level. 2.OBJECTIVE To increase awareness, registration and active participation among young people (aged 15-30) in the U- Report Malaysia platform and project activities. 3.AUDIENCE Primary: Young people (aged 15-30, with a focus on mobilizing users beyond the Klang Valley) 4.DURATION 8 months (November 1, 2016 June 30, 2016) 5.CHANNELS Print (Youth / college magazines, including online versions) Video (online use) Social media (Facebook, Google, Twitter, LINE, Instagram) Other online platforms (i.e. YouTube, Buzzfeed, Upworthy etc) Radio (a mixture of national and local radio stations, especially targeting youth in Sabah & Sarawak, such as Kupi Kupi FM) Offline public events (road shows and national launch event) 6.DESIRED OUTCOME To increase visibility and engagement around U-Report Malaysia (target to be determined upon completion of service negotiation) 7.DELIVERABLES To be determined upon UNICEF review and approval of strategy and proposal. 8.PRODUCT FORMAT To be determined upon UNICEF review and approval of strategy and proposal. 9.SERVICES Design Development of brand resonance and mobilization strategy (digital & traditional media channels) Creative content development (assets for digital promotion, videos and radio advertisements) Graphic design (social media assets and video content, as required) Production Production, music rights, post production (videos for TV and online use; radio advertisements), Translation (English, Malay)

3 Post-production Digital promotion (Facebook, Twitter, Instagram, LINE, Google banner advertisements, as well as on other relevant online platforms) Monitoring and analytics (all channels) Radio broadcasting of advertisements Events Planning and implementation of roadshows throughout the country Public national launch event (Kuala Lumpur) 10.STYLE & TONE & MANDATORIES We strongly encourage the agency to think outside of the box and adopt a unique, refreshing edutainment (education + entertainment) approach that can capture and hold the attention of Malaysian youth. We are not looking to emphasize what UNICEF is doing but to emphasize the message and opportunities offered by the U-Report Malaysia project. The focus of the campaign is on youth participation as a basic right of adolescents and young people. U-Report is a communication platform that enables adolescents and young people to make their voices heard by their peers, public decision-makers, private sector leaders and the media. U- Report s unique value-adds should be emphasized to distinguish it from other social media platforms: information shared remains anonymous, is aggregated and visualized in real-time and shared with the media and government & civil society leaders - enabling young people to influence public discussion & decision-making. Linking U-Report promotion with key social issues that resonate with Malaysian youth is important, as this will help promote word-of-mouth and digital sharing of project information and materials once the campaign has been launched. All materials and activities must be developed in compliance with UNICEF ethical guidelines (including seeking written parental consent when using images of children under the age of 18) All materials produced should be upbeat, optimistic and youth-friendly in both appearance and language (i.e incorporating popular youth buzzwords and/or slang as appropriate), and conform to U-Report global branding style and guidelines. A consistent visual and language identity should be maintained across all platforms with messaging that is simple, relatable and relevant. Each asset should include U-Report Malaysia logo, website address and call to action (i.e. key registration info) 11.RIGHTS UNICEF is the exclusive owner of all materials produced.

4 12.MANAGEMENT, ORGANIZATION AND TIMEFRAME The contracted agency will coordinate and report directly to UNICEF Malaysia, who will oversee all contract issues and supervise and quality assure the final deliverables in regular consultation with the relevant Programmes teams (Innovation, Communication for Development). The contracted firm will not be provided any equipment, office space or other services by UNICEF. 13.QUALIFICATIONS OR SPECIALISED KNOWLEDGE/EXPERIENCE REQUIRED Professional media company with 5+ years of industry experience and proven ability to run successful multi-media promotional campaigns at national level, including experience: Developing creative brand resonance strategies for top brands in Malaysia Designing, producing and disseminating video, radio and social media content Managing high-visibility projects (that include both on and offline activities) targeting youth audiences in Malaysia 14.STRUCTURE OF THE PROPOSAL (MANDATORY DOCUMENT REQUIREMENTS) The proposal shall include the following components: 1. Creative deck of the campaign concept, describing the agency s vision and approach in line with project objectives 2. Corporate profile of the organization, detailing experience and expertise providing similar services, including a website and reel with examples. 3. Proposed timeline and milestones. Please provide project implementation and work-plan showing the detailed sequence and timeline. 4. Financial proposal (proposed budget) 15.EVALUATION PROCESS AND METHODS Each proposal will be assessed first on its technical merits and subsequently on its price with a maximum possible total score of 100 points. The proposal obtaining the highest score after adding the scores for the technical and financial proposal is the proposal that offers best value for money and will be recommended for award of the contract. 16.EVALUATION OF THE PROPOSAL The evaluation panel will first review the technical aspect of the proposal, followed by the review of the financial proposal of the technically compliant proposals. (i) Technical Proposal: The technical proposal should address all aspects and criteria outlined in this RFPS. The total amount of points allocated for the technical component is 70. Technical proposals will be evaluated against the following criteria: Criteria #1: The proposed work plan and timeline. Only agencies that are able to meet the timelines in Section 4 of this TORs will be considered for technical evaluation. Criteria #2: The creativity and novelty of the proposal (25 points) Criteria #3: Prior experience and demonstrated successes in providing similar services. (15 points)

5 Criteria #4: Proposer s organizational capacity, profile of the team being proposed for the assignment in providing similar services. (10 points) Criteria #5: Ability of the proposer to grasp the U-Report concept and reflect it in the proposal. (20 points) Only proposals that receive a minimum of 60 points will be considered technically compliant and will be assessed for further financial evaluation. (ii) Financial Proposal: The total amount of points allocated for the financial component is 30. The price should be broken down for each component of the proposed work. 17.PAYMENT/ AGREED FEE As a non-profit UN agency, UNICEF expects to receive rates that reflect opportunities for shared value and positive social impact (this may include, for instance, negotiation of pro-bono broadcasting time from local radio stations) Payment will only be made for work satisfactorily completed and accepted by UNICEF Payment will be made only upon acceptance of the deliverables and invoice submission per the following schedule: Agreed fee will be payable in three installments: - First payment (20% of the total value of the contract) due upon satisfactory delivery of the storyboard and treatment. - Second payment (30% of the total value of the contract) upon satisfactory delivery and acceptance of the agreed-upon deliverables - Third payment (50% of the total value of the contract) upon satisfactory implementation of the national public launch event and digital promotion strategy.