Terms of Reference for agency, company or organization to implement a communication and advocacy campaign in BiH and Montenegro aimed at raising public awareness related to the importance of Drop-in centers’ (DiC) sustainability and engagement of children

Friday 24 March 2023

“Terms of Reference for agency, company, organization and individual consultant to implement a communication and advocacy campaign in BiH and Montenegro aimed at raising public awareness related to the importance of Drop-in centers’ (DiC) sustainability and engagement of children beneficiaries of DiCs to speak out on the issues that they face in everyday life through child-led local actions.


Project name

ENVISION – Creating ENabling enVIronment for Social InclusiON of children phase III


Save the Children Italy

Project location:

Bosnia and Herzegovina, Montenegro


NGO „Nova Generacija“ Banja Luka

NGO „Otaharin“ Bijeljina

Youth Centre „Vermont“ Brčko

Association „Altruist“ Mostar

Association “Centar za prava djeteta Crne Gore” Podgorica

Association “Defendology” Nikšić


Project Duration

January 1, 2022  –  December 31, 2023

Communication Campaign Duration

April, 2023 – December, 2023

Lead Applicant

Save the Children


1.        Introduction

Save the Children believes every child deserves a future. In the North-West Balkans and around the world, we work every day to give children a healthy start in life, the opportunity to learn and protection from harm. When crisis strikes and children are most vulnerable, we are always among the first to respond and the last to leave. We ensure children’s unique needs are met, and their voices are heard.  We deliver lasting results for millions of children, including those hardest to reach. We do whatever it takes for children – every day and in times of crisis – transforming their lives and the future we share.

Save the Children (SC) is the world’s leading independent organization for children. SC vision is a world in which every child attains the right to survival, protection, development and participation. SC mission is to inspire breakthroughs in the way the world treats children, and to achieve immediate and lasting change in their lives.

In the North West Balkans Region, SC strives to improve child rights situation in general and especially in the areas of education, child rights governance, protection of children from all forms of violence and emergencies. In all of the mentioned areas SC aims at providing professional and financial support to partners.

Since 2000, SC in the North West Balkans has programming in the Bosnia and Herzegovina, Serbia and Montenegro and it supports implementation of regional initiatives in the region of South East Europe.

Save the Children in North West Balkans (SCiNWB), based in Sarajevo, Bosnia and Herzegovina (BiH) conducts its activities in three countries: BiH, Serbia and Montenegro and supports realization of regional initiatives in the area of South East Europe.        


2.        Background and Rationale

Street-involved and at-risk children present one of the most jeopardized groups in the state of social need that, due to the poverty and high unemployment rate, remain excluded from all relevant social systems. The number of street-involved children has increased rapidly over the past few years. Most street-involved children live below the poverty line, often part of a cycle of poverty passed on from generation to generation.  As a group, street-involved children have been ‘hidden’ from the public eye and excluded from the main spheres of political, economic and social life in B-H. 

Opening Drop-in centres (DiC) for street-involved and at-risk children was, on several occasions, characterized as the only positive example of support for this population. Strengthening the existing and replicating quality services for street-involved children has become a basis of the ENVISION project within which Save the Children has established strategic partnerships with governmental institutions and NGOs in Sarajevo, Mostar, Banja Luka, and Brčko in Bosnia and Herzegovina, as well as Podgorica and Nikšić in Montenegro. 

This service consists of several components: from specialized programs for children and families, legal assistance, psychological counseling, educational activities, school inclusion, and reintegration to access to welfare benefits.

Drop-in centres are now well integrated into their communities and have served over 8,000 children and 1,100 families. DiCs are critical in responding to the above-described pressing needs for vulnerable children as they provide various protection and education services to children and support programs for parents and caregivers. Three of the six DiCs have received official accreditation from relevant authorities and some have secured a portion of their funding in the local budgets. Due to the lack/inadequate implementation of relevant legislation and continued de-prioritization of children’s rights amidst permanent political struggles, the need for DiC services for children and families is even more present.


3.        Objective

Save the Children in the North West Balkans is looking for an agency, company, or organisation (hereinafter referred to as "the Agency") to design and execute an informative awareness-raising campaign that targets six Drop-in Centers located in Banjaluka, Bijeljina, Brčko, and Mostar in BiH and Nikšić and Podgorica in Montenegro. The campaign aims to bring public attention to the valuable contributions that these centers make to the well-being of children and communities, as well as the importance of their service provision and sustainability.

Engagement involves the development of a communication campaign design document and its operationalization in form of the implementation plan and implementation of the campaign according to the following guidelines:

•        The aim of the campaign is to raise public awareness of the importance of systematic recognition and long-term sustainability of Drop-in centers and to support children to be involved in creating their own content to drive campaign engagement on the local level.

•        The main target groups of the campaign are DiC beneficiaries (street-involved children and children at risk), their parents/caregivers, child protection professionals, and decision-makers in the above-mentioned locations.

•        The development and implementation of the campaign are expected to be completed between April and December 2023 in Bosnia and Herzegovina and Montenegro.


4.        Expected outputs 

•        Developed tailored campaign design document and implementation plan - including clear segmentation of target groups, development of specific messages for all segmented groups, development of campaign slogans and visuals, communication channels, and communication products that contribute to campaign goals, and plan for mobilisation of target groups and the general public.

•        Previously developed visual identity and messages of the general campaign applied to various digital and other promo materials following branding and communication standards of Save the Children (modern, innovative and low-cost products).

•        Series of online refresher training sessions for professionals working in six DiCs is developed and delivered.  The Agency is mandated to develop and execute these sessions that aim to build the capacity of professionals in working with children to help them develop and execute successful local advocacy campaigns in their respective communities. The objective of these online refresher training sessions is to enhance the skills of DiC professionals, thereby increasing their ability to empower and support children to take charge of their own advocacy campaigns. The training will be specifically tailored to the needs of each DiC center, keeping in mind the unique circumstances and challenges each DiC faces. These training sessions will be conducted online to ensure accessibility and convenience for all participants. The curriculum will be designed to provide a comprehensive understanding of the process of developing and executing advocacy campaigns, including campaign planning, stakeholder engagement, message development, and evaluation. Through these training sessions, the Agency hopes to equip DiC professionals with the knowledge and skills necessary to effectively support children in their communities to develop and execute successful advocacy campaigns that will positively impact their lives.


•        Developed all products covered by the general campaign implementation plan, including all print, audio/photo/video/multimedia materials. All products must be linguistically adapted for Bosnia and Herzegovina and Montenegro (Latin and Cyrillic). All video materials must have subititles included (local language version and English version).

•        Developed plan to include key stakeholders in the campaign (e.g. influencers in the field, key media channels, etc.) and products that can be offered for campaign participation.

•        Empower young voices by conducting online mentoring sessions for groups of children previously trained in each of the six Drop-in centers. The purpose of these sessions is to provide additional support and guidance to these children as they develop their own child-led local advocacy campaigns in their communities. During the mentoring process, work closely with the children to help them apply and expand their skills in creating compelling content to drive engagement with their campaigns on the local level. Encourage them to identify important community issues, develop effective messaging and outreach approaches, and mobilize support for their causes. Through these online mentoring sessions foster a sense of empowerment and agency among the children, encouraging them to see themselves as agents of change in their communities and beyond. Giving children the tools and support they need to develop their own advocacy campaigns helps them make a meaningful impact on the world around them.

•        As a result of the online mentoring sessions, six local campaigns designed and prepared by the children, each targeting a specific challenge in their community.

•        Prior to the completion of campaigns and to further amplify the children's voices and promote their message, an online child-led debate with local community decision-makers is to be organized, facilitatedand moderated by the Agency. The Agency will collaborate closely with the DiCs  to create a comprehensive and well thought-out strategic plan that will effectively generate interest and capture the attention of decision-makers for this important debate. The objective is to leverage the Agency's expertise and knowledge to guarantee the selection and lobbying of relevant and diverse local stakeholders, ensuring their active participation in the online debate.To achieve this goal, the Agency will devote considerable effort to identifying the key issues that need to be addressed during the debate and the most effective ways to engage with potential participants. The Agency will employ a range of communication channels and tools, including social media, email marketing, and targeted outreach, to promote the debate and encourage participation from local stakeholders.Additionally, the Agency will work with the DiCs to identify and overcome any potential barriers to participation, such as language or technical issues, to ensure that the debate is accessible to all interested parties. Overall, the Agency is committed to creating a successful and impactful online debate that will help drive positive change in the relevant sectors and communities.This forum provides an opportunity for the children to engage with local decision-makers, raising awareness and advocating for the identified issues and challenges related to sustainability and the work of DiC. The forum also serves as a platform to promote the importance and benefits of sustainability in children's lives, encouraging local decision-makers to take action and support the children's initiatives. The children's participation in this forum provides them with a sense of agency and empowerment while promoting the message of DiC importance and sustainability to the wider community.

•        The Agency assists with developing a strategic approach to generate interest and capture decision-makers' attention for DiC-organized events. The Agency collaborates with the DiC staff to provide guidance, support, and expertise to help the organization achieve its goals and maximize the impact of its events. The Agency is responsible for working with the DiC staff and helping them develop a comprehensive plan to reach decision-makers, communicate the benefits of the events, and persuade them to attend. This may involve market research to identify the key decision-makers, assistance in creating compelling marketing materials, and developing effective communication strategies. The

Agency plays a vital role in ensuring that the child-led events are successful and generate adequate turnover. This may involve working with the children to develop exciting and engaging event conceptsand creating strategies to support the events.


•        Videos, photographs and statements document the process from the mentoring sessions and campaign development process until the final products (child-led campaigns). It is crucial for children to take on the responsibility of documenting the campaigns' progress with the Agency's assistance. This is important for several reasons, but most notably, it ensures that the messages conveyed in the campaigns are authentic and effective. By allowing children to take on this task, they are given the opportunity to take ownership of the campaign and have a greater understanding of its purpose and impact. With the guidance of the Agency, they can learn how to document the progress of the campaign in a way that is informative and accurate. This not only ensures the authenticity and poignancy of the messages conveyed in the campaign but also provides a valuable learning experience for the children involved (possible documentation formats: written or digital journals, video or audio recordings, photo albums or scrapbooks, blogs or social media posts, newsletters or flyers, surveys or feedback forms, etc.).

•        Comprehensive media campaign with increased child participation including media appearances in traditional media (Radio, TV ) and digital media (social network posts web sites articles), etc.


•        Realised distribution and placement of developed materials through selected communication channels, as well as through unpaid promotion in the media (“media pitching” for thematic shows, collages and programs on current affairs in local and state media). Promoting manufactured materials through various media channels, including boosting and mobilising social network users for a wider distribution of produced materials.

•        Preparation of general Press Release about the kick-off as well as finalisation of the campaign and results for all BH media as well as preparation of 6 PR Articles for each of six target locations.

•        Production and distribution of at least 2 general videos with children's active participation as well as six short videos depicting the activities at each DiC. One of the general videos should summarize all campaigns developed by children from all 6 locations (subtitled in the local language)  and the other general video should represent the campaign in SCI global  communication channels (subtitled in the English language).

•        Additional visuals (infographics) and an online based campaign to promote the importance of DiC sustainability and systematic recognition in order to be recognized and integrated within social, legislative and policy environments.

•        Promote the events organised by Drop-in Centres in six specific locations, locally and nationally. The promotion of events is a critical aspect of increasing awareness and participation. To ensure that resources are utilised effectively, the agency prioritises no-cost communication channels and platforms while maximising the impact of its promotional efforts. Overall, the Agency's commitment to promoting the events organized by Drop-in Centers is essential to increasing access to essential services for vulnerable populations. By leveraging cost-effective communication channels and platforms, the Agency can continue to increase awareness of the Drop-in Centers' services and activities, ultimately supporting the well-being of those who rely on them.

•        Top of Form

•        Monitoring and reporting on campaign implementation and overall reach. The Agency is required to submitmid-term and final reports on implemented campaign activities in the English language.


5.  Timeframe and methodology

In order to complete the above-specified tasks, the Agency will be engaged from April 20 to December 20, 2023. The Agency will develop and implement the work plan in consultations and with the support of SCINWB designated staff, in line with the proposed timeframe below.




Develop strategy and implementation plan for the geographic areas in which it will be implemented (Bosnia and Herzegovina; Montenegro in B / H / S language)

by April 25, 2023

Integrate existing visual identity and develop new messages to be used in the media campaign

April – May 2023

Video production and infographics

May – November 2023

Develop and deliver capacity-building refresher online training for DiC professionals

by June 15, 2023


Develop detailed plan for mentoring sessions with children groups in the field

May – June 2023


Mentoring sessions for children’s group in 6 DiCs

June – October 2023

Preparation  of child-led campaigns

July –October 2023

Preparation of PR Articles

July - October 2023

Distribution and placement of produced materials through selected communication channels, as well as through unpaid promotion in the media

July – November 2023

Promoted materials produced through social networks (boosting) and mobilization of social network users for a wider distribution of materials produced and promotion of events organized by DiCs

June – December 2023

Mid-term report on campaign implementation and overall reach

by July 10, 2023

Children-led campaigns implementation in 6 targeted locations

October-November 2023

Preparation and implementation of the online regional round table with participation of children from all DiCs

November 2023

Preparation of Press Release

October - November 2023

Documenting the whole process from capacity building workshops for children until the final products

May – December 2023

Monitor and report on campaign implementation and overall reach

 by December 22, 2023

All of these activities imply mandatory participation of persons/children and their parents

*Timeframe can be changed in consultations with SCINWB.


The engaged agency will be tasked with developing a detailed campaign plan and implementing agreed activities, in collaboration with SCiNWB and partner organisations. The methodology should include an innovative approach to the topic being addressed, using modern communication channels (including social media).


   6. Funding and logistical support and organisations

Funding will be provided by Save the Children in North West Balkans. The Agency is responsible for the organisation of the campaign, production of materials and the fieldwork in 6 targeted locations in BiH and Montenegro.

The Agency will design and implement the task through consultation and support from relevant SCiNWB staff.

Responsibilities and duties of the Agency:

•        The Agency will be in contact with Save the Children staff throughout the process, regularly updating the process (on a monthly basis) and seeking information and guidance when needed.

•        The Agency is responsible for developing a strategy and plan for campaign implementation in BiH and Montenegro.

•        The Agency will draft a strategy and develop the visual identity of the campaign, and forward it to Save the Children promptly for possible comments and suggestions.

•        The Agency will include feedback received from Save the Children and Project Partners in the final version of the said document, where appropriate.

•        The Agency will develop products covered by the Campaign Implementation Plan, including audio/video/multimedia materials.

•        The Agency will develop a plan to involve key stakeholders in the campaign and the products that can be offered to participate in the campaign.

•        The Agency will abide by the timing of the agreed consultancy work.

•        Upon completion of the assignment, the Agency will be required to present achievements in terms of reach and coverage of the Save the Children campaign and other relevant actors.

•        The Agency will ensure the ethical participation of children in accordance with the Save the Children policy on safeguarding child safety.

•        The Agency will produce a final report about all activities implemented, and outputs developed in local and English language.


  7.Qualifications and Specialized Knowledge/Experience Required  

Minimum expertise and skills an Agency must possess:

•        At least five years of domestic and / or regional experience in implementing similar tasks, with experience in communicating/conducting campaigns aimed at children and/or parents;

•        Years of proven experience in designing and implementing awareness-raising campaigns and public campaigns, focusing on PR and social networks;

•        Knowledge and experience of working in the field of inclusion will be considered an advantage;

•        Expressed a creative and innovative approach and ability to find cost-effective alternative methods of communication and message transmission;

•        Experience in direct work with groups of children will be considered a definitive asset.


8. Budget

The Agency should indicate the amounts of fees and costs of the services it expects in the engagement, with currency. All budget items should be clearly described, explaining how they fit into the proposed methodology and work plan. It is mandatory to indicate the names of budget items as well as specific budget lines within the proposed budget.

Save the Children will particularly appreciate the potential pro-bono contribution of the applicant to maximise the effects of the campaign, as well as its visibility, which we will be happy to announce through the campaign.

Note* - Agency should take into account travel, food and accommodations, and all other expenses related to their tasks as they will not be reimbursed.


9. Selection criteria


Save the Children will engage an experienced, independent third-party Agency to implement a communication and advocacy campaign in BiH and Montenegro aimed at raising public awareness related to the importance of Drop-in centers (DiC) sustainability and engagement of children beneficiaries of DiCs to speak out on the issues that they face in everyday life through child-led local actions.


The third-party Agency will:

  1. Be financially and legally separate from Save the Children and partner organizations
  2. Have staff with demonstrated knowledge, skills, and experience in conducting advocacy and communication tasks
  3. Provide expertise and guidance in designing and implementing advocacy campaigns and mentoring, producing relevant audio/video materials, producing PR and media campaign materials and other required expertise as outlined in these Terms of Reference considering the following guidelines:

a.         Methodological approach

b.        Budget

c.         Curriculum Vitae with a detailed summary of the consultancy / projects conducted previously for individuals/companies. If the consultancy was done for a company/organization, please include a profile of such company/organization

d.        A minimum of two letters of reference from organizations with which it/s/he has conducted previous consulting work

Save the Children will make the award to the Bidder whose proposal provides the best value, considering both technical and cost factors. Technical and cost factors will be evaluated relative to each other, as described herein. The technical evaluation factors, taken as a whole, are of greater importance than cost or price in determining the best value. 

Bidders should note these criteria: 

(1) serve as the standard against which all proposals will be evaluated, and 

(2) serve to identify the significant matters which Bidders should address in their proposals. 

The proposal submitted will be the primary document upon which each Bidder will be evaluated.  

Save the Children reserves the right to waive any minor or technical defects or irregularities and reserves the right to reject any or all bids. 

Save the Children emphasizes that all the accompanying costs of the process of evaluation and implementation of the engagement (travel costs, accommodation, etc.) should be included in the offer.

Candidates interested in the engagement should send their bids to Procurement.NWB@savethechildren.org no later than April 6, 2023. Only short-listed candidates will be contacted. 

Please find enclosed link for application: https://drive.google.com/file/d/1B-DaCWYlixYVPAYt_QrzOBg4AyIw2sUO/view?usp=share_link

Special requirement:

No person working on any task for or on behalf of Save the Children may in no way whatsoever be involved or related to child abuse or exploitation as defined in Save the Children's Child Safeguarding Policy. 

The contracting authority also requires that the personal data of all evaluation participants must be protected and stored in accordance with the General Data Protection Regulation - (EU) 2016/679 and the national law on personal data protection in Bosnia and Herzegovina (BiH Law on Personal Data Protection, Official Gazette of Bosnia and Herzegovina No. 49/06)