Annex to Rfps-Ukra-2016-0012/ Lrps-2016-9126991

ANNEX TO RFPS-UKRA-2016-0012/ LRPS-2016-9126991

Amended on 25-08-2016

ANNEX A

TERMS OF REFERENCE

Purpose of Contract:

UNICEF is a leading humanitarian and development agency working globally for the rights of every child. UNICEF has a various number of priorities including:

Child survival and development
Basic education and gender equality
HIV/AIDS and children
Child protection
Policy advocacy and partnership

UNICEF has a strong track record for Communication for Development (C4D) that is achieved by employinga mix of social mobilization, advocacy, behavior and social change strategieson all priority issues.

UNICEF UKRAINE has a very strong C4D program and is frequently planning and implementing various communication activities and campaigns on several issues related to health, child protection and education. To this end, UNICEF Ukraine is in continuous need for advertising agencies/ partners to help in planning and implementing comprehensive health communication campaigns, social mobilization activities, web, and social media activities.

Objective of the Contract with expected results/outcome/products/sub products/outputs:

UNICEF Ukraine is seeking a long-term agreement (LTA) with an agency/agencies in the three below categories:

1)Advertising

The agency will be required to develop and execute complex communication strategies, campaigns, and social marketing interventions. Develop various communication materials including print materials (posters, leaflets, billboards, citylights, booklets, banners, etc)

2)Production

The agency will be required to produce communication materials, such as video (filming and animation), audio, still photography.

3)Social mobilization/ below the line (BTL) activities and events

The agency will be required todevelop, plan and implement activities that will involve face-to-face interpersonal communication activities. These activities will reach out to different audiences in different oblasts based on issues within specific oblasts. Activities could include but is not limited to: In mall activations, Parents events, media events, road shows, puppet shows, concerts, et. Bidders are requested to list other activities they might be seen useful and would help achieve objectives.

4)Digital /social media

The agency will be required to produce web and social media content, messages, run and operate social media pages, as well as design wed and social media banners (animated, and still)

The main objective of these contract (s) will be to:

•Increase and improve Knowledge, behaviors and attitudes of specific audiences on certain issues

•Increase Risk Perception for non compliance of desired behaviors by communicating the risk of non-compliance to the specific behaviours promoted

•Ensure that people are aware of the importance of following specific behaviors.

•Inform and educate people of issues relating to their children health and rights

Deliverables based on the work plan.

All listed below deliverables can include the below, but not limited to.

Category 1: Advertising

Illustrative list of deliverables (UNICEF might decide to do one item or more or the full list based on the needs of the work to be carried out). Deliverables can include the below, but not limited to.

Category / Deliverables / Products / Duration
1). Advertising / Development and execution of communication strategy, campaign, communication activities and products. / Creative concepts, messages, implementation strategy, print advertisements (design, layouting), media strategy, supervision of the execution. / Per communication strategy/ creative concept

Category 2: Production

2). Production / Production of video commercials / Animations (2D) / 30 scs
45 scs
60 scs
Live action/story / 30 scs
45 scs
60 scs
Testimonials / 30 scs
45 scs
Production of audio commercials / Dialogue, story and or testimonials / 30 scs
45 scs
60 scs
Documentation (reportage)
Still photography
Video shooting

Category 3: Social mobilization/ below the line (BTL) events and activities

Category / Deliverables / Style / Duration
3). Social mobilization/ below the line (BTL) /events / Planning and implementation of one day events with parents and families / Local level event involving parents and families at the oblast level to promote specific behaviors and messages. Events could include sports events, concerts, family/kids fun events and activities / 4-5 hour events
In mall activations / A pop up stand in the mall for the weekends promoting behaviors / 2 days in each location/mall
Puppet shows / Revolving puppet show that travels from one oblast to the other disseminating messages to kids in a fun entertaining way / A 20 min performance with messages for kids and parents
Road shows in oblasts, towns and cities / A branded vehicle with promoters touring different oblasts with mega speakers promoting messages and stopping at different parks and areas of heavy attractions to disseminate materials with messages to people (flyers and take home reminders) / 5 days per oblast

Category 4: Web and social media

illustrative list of deliverables (UNICEF might decide to do one item or more or the full list based on the needs of the work to be carried out). Deliverables can include the below, but not limited to.

Category / Deliverables / Style / Duration
4)Digital /social media / Development of web and social media banners / Still / Na
Animated / 15 Scs
Development of social media content and messages / Development of attractive content on a specific issue (approx. 30 messages per topic) / One month
Run and operate social media pages / One month operation of Facebook, Instagram, and Twitter accounts / One month

Details of how the work should be delivered:

Advertising:

Agencies will be requested to present an overall strategy and several concept and ideas for each type of material to be developed. Revise the strategy and concepts based on UNICEF comments and present the revised concepts for final approval
Develop storyboards and draft materials based on the approved concepts and strategy
Plan and hold necessary Pre Production meetings, obtaining all necessary approvals on all elements of production including crew, cast, locations, wardrobe, probes, etc…
Edit materials based on UNICEF approved boards
Hold shooting with the presence and approval of UNICEF
Present final materials in high quality and all forms (digitally and hard copies) to UNICEF for approval
All materials will be owned and copyrighted to UNICEF, agencies will not be authorized to use the materials in part or whole without the written consent and approval of UNICEF

Production:

Conduct filming, audio recording
Develop animations
Conduct photo sessions
Post production services

Social mobilization:

Agencies will be requested to present an overall strategy, and detailed plan for the different social mobilization activities.
Revise the strategy and plan based on UNICEF comments and present the final ones for approval
Plan and hold necessary planning for the social mobilization activities obtaining all necessary approvals on all elements from UNICEF before implementation.
Ensure UNICEF approval on messages, locations, teams, crew, and all details of the activities
Present daily and weekly reports to UNICEF on the progress and outcomes of the activities
Present a final report with still and visual documentation for each and all activities, including reach and impact of each activity

Digital/social media

Agencies will be requested to present an overall strategy and several concept and ideas for digital and social media proposed activities that can reach out to millions of Ukrainians
Develop draft materials based on the approved concepts and strategy
Edit materials based on UNICEF approved strategy and concepts
Present final materials in high quality and all forms (digitally and hard copies) to UNICEF for approval
Develop message structure and topics and present to UNICEF for approval, based on this develop a list of messages and clear them from UNICEF before actual dissemination
Develop a plan on social media pages and how they will be operated, how the pages will be promoted and how the interaction with audiences will be carried out
All materials will be owned and copyrighted to UNICEF, agencies will not be authorized to use the materials in part or whole without the written consent of UNICEF
Present a final report with documentation with screen shots and analysis of each and all activities, including reach and impact
Present a monitoring mechanism that is being proposed by the agency to monitor the social media and web operations and feedback daily

Performance indicators for evaluation of results:

Quality of developed communication materials following latest technological advances
Innovation developed/applied
Target audience feedback/ pre-testing reports feedback
KPI reached
Good response and client servicing
Strict adherence to the deadlines

Qualifications/specialized knowledge/experience required to complete the task:

The profile of the agencies and team proposed should include the following credentials and competencies:

Be an advertising agency, a digital company, an events/social mobilization/below the line agency, production agency or a consortium of institutions with at least 5 years of successful experience in these fields
Have comprehensive knowledge and experience in planning and implementing communication campaigns and social mobilization activities to engage different audiences at the oblast level, and planning and running digital campaigns
Experience in developing communication campaigns/materials and activities on health, development, and social issues is an asset (relevant experience should be highlighted)
Previous successful experience with UNICEF or other UN agencies is an asset
Demonstrated ability to meet deadlines and work under pressure

Fluency in Ukrainian or Russian, and English.

Definition of supervision arrangements:

The contract will be supervised by the Communication for Development specialist, UNICEF Ukraine.

LIQUIDATED DAMAGES

For late delivery of services or for services which do not meet UNICEF's specifications, requirements, terms of reference or statement of works and are therefore rejected by UNICEF, UNICEF shall be entitled to claim liquidated damages from the successful proposer, and deduct 0.5% of the value of the services pursuant to Institutional/Corporate Contract, per additional day of delay, up to a maximum of 10% of the value of the Institutional/ Corporate Contract. The payment or deduction of such liquidated damages shall not relieve the successful proposer from any of its other obligations or liabilities pursuant to any Institutional/Corporate Contract.

Support provided by UNICEF:

The UNICEF C4D Officer, Child Protection Specialist and other relevant team members, will provide day-to-day support for the assignment. It will include relevant information sharing, briefing and de-briefing sessions. The key messages, background information, expert comments, baseline sociology survey among young people from target groups will be provided by the UNICEF team.

Requirements to documents for Technical Proposals - PER CATEGORY

Bidders are requested to submit the following as part of their technical requirements to respond to the specific category and the RFP, and this will constitute how bidders will be evaluated for each category of this TOR

CATEGORY 1: ADVERTIZING

Company profile
Number of years of professional progressive experience
Previous and current client list,
Number of campaigns/projects planned and implemented)
Showreel of company work relevant to all requested work under this TOR (different types of TVCs: animation, and live action should be provided)
Proposed staff CVs and samples of their work: Director, Creative Director, Art Director, Account Manager, copyrighter, Graphic Designer, etc.
Two options for routine immunization (RI) slogan and logo (RI messages detailed In Annex B)
Two different Concepts for two TVC promoting routine immunization for kids under the age of two years
One print material concept for routine immunization a Poster to be used to promote routine immunization
One web banner concept for routine immunization to be used to promote routine immunization
One design for a promotional materials T-shirt
A clear description of how the work required will be carried out and implemented
List any international or local awards received for the agency’s work

CATEGORY 2: PRODUCTION

Company profile
Number of years of professional progressive experience
Previous and current client list,
Number of campaigns/projects planned and implemented
Showreel of company work relevant to all requested work under this TOR (different types of TVCs: animation, and live action should be provided)
Proposed staff CVs and samples of their work: Director, Creative Director, Art Director, Account Manager, copyrighter, Graphic Designer, etc.
Two different Concepts for two TVC promoting routine immunization for kids under the age of two years
A clear description of how the work required will be carried out and implemented
List any international or local awards received for the agency’s work

CATEGORY 3: Social mobilization/ below the line (BTL) /events

Company profile
Number of years of professional, progressive experience
Detailed relevant experience and outcomes of similar social mobilization activities/below the line activities
Number of social mobilization activities handled (events with parents/families, mall activities, and road shows).
Previous and current client list
Samples of similar work carried out
Proposed staff CVs and their relevant experience, years of experience in this field, and samples of their work
A strategy and plan for how the company proposes to carry out social mobilization activities to reach out to parents of kids under 2 years of age in Odessa and Lviv. Bidders are encouraged to propose any activities if seen necessary and useful.

CATEGORY 4: Digital/social media

Company profile and detailed company experience in digital/social media including samples of work developed (still and animated banners
Number of years of professional, progressive experience
Detailed relevant experience and outcomes of similar web and social media projects
Number of social media projects and activities handled
Previous and current client list
Samples social media content developed and social media pages operated and outcomes including engagement, interaction, volume, clicks, and returns
Proposed staff CVs and their relevant years of experience and samples of their work in similar projects (social media strategist, art director, copyrighter, account executive, etc..)
A social media strategy to promote routine immunization for parents of kids under 2 years of age including:
A clear listing of suggested web and social media outlets,
A sample of 5 content messages
A monitoring and evaluation section including how weekly monitoring and re-planning will be carried out by the agency
Research and evidence to support choices selected in the strategy including internet and social media penetration to back up the suggested strategy

Annex B: Routine Immunization Brief

INFORMATION FOR SAMPLE ASSIGNMENT

Table of contents

Vaccination and Routine immunization

Introduction

Ukraine vaccination overview

Facts about immunization

Overall communication goals

Desired results:

Timeline:

Target audiences

Immunization Messages

Social data

Data on routine immunization from 2014 (UNICEF survey)

Rumors around routine immunization (according to 2014 study)

Main challenges for communication on immunization in Ukraine

Additional data, opinion poll 2016 (polio immunisation campaign)

Reference including relevant materials:

Vaccination and Routine immunization

Introduction

Vaccines are among the most successful and cost-effective public health tools available for preventing disease and death. They not only help protect vaccinated individuals, but also help protect entire communities by preventing and reducing the spread of infectious diseases.

Ukraine vaccination overview

Ukraine currently has the lowest vaccination rates in Europe. A number of factors contributed to a decline in vaccination coverage in Ukraine over the past years, including loss of confidence in vaccination among the population. This stems to a large degree to a high-profile case in 2008, when a boy died following measles and rubella vaccination.His death was unrelated to the vaccination, but widely incorrectly reported in media as being linked. According to a 2014 survey, 72 per cent of mothers in Ukraine now perceive vaccinationpositively, compared with 46 per cent in 2012 and 28 per cent in 2008.

On 1 September 2015, the Ministry of Health of Ukraine announced that two cases of circulating vaccine-derived poliovirus (cVDPV) had been confirmed by WHO regional laboratory in stool samples from two children from Zakarpatskaya region in southwestern Ukraine. A full-scale immediate response was planned and implemented successfully resulting in a huge shift in parent’s attitudes and practices towards vaccination and polio specifically.

The Ministry of health in Ukraine made an outstanding job to regain public trust, bring back vaccination services, and encourage parents to vaccinate kids according to the regular vaccination schedule. MOH is currently working with UNICEF and WHO to procure all needed vaccines to start a full-fledged RI program.

Facts about immunization

Vaccines are among the most successful and cost-effective public health tools available for preventing disease and death.
Over the past 50 years, immunization has saved more lives than any other health intervention.
The World Health Organization estimates that every year, more than 2 million deaths are prevented worldwide due to immunization.
Immunization provides cost-savings to an individual and to the society.

Vaccines are highly effective and extremely safe. Vaccines are among the safest medical products available. Serious side effects, such as severe allergic reactions, are very rare.
Prior to use of any vaccine, extensive testing and submission of scientific and clinical evidence are demonstrates to ensure the safety and efficacy of the vaccine.
The benefits of vaccines are much greater than the minimal risks. Most side effects are minor and temporary.

Immunization prevents illness, disability and death from vaccine-preventable diseases including diphtheria, measles, pertussis, pneumonia, polio, rotavirus diarrhea, rubella and tetanus.
Preventive vaccination can protect populations from disease during outbreaks, including after natural disasters.
Vaccines have the power not only to save but also to transform lives, giving children a chance to grow up healthy, go to school and improve their life prospects.

Overall communication goals

Maintain and increase awareness of routine immunization
Maintain and extend trust in routine vaccines
Drive steady increase in routine immunization coverage through creating demand for available routine vaccines.
Foster knowledge and favourable beliefs regarding routine immunization
Address myths and fears that lead to distrust in routine immunization

Desired results:

Decreased negative attitude towards immunisation among parents from 13% to 6% nationally, and with focus in Western regions (from 19% to 10%), Southern regions (from 16% to 8%), and Kyiv city (from 18% to 9%).