Terms of Reference for agency, company or organization to implement a communication campaign in BiH and Serbia aimed at raising public awareness related to improvement of the access to and quality of inclusive education during Covid-19

“Terms of Reference for agency, company or organization to implement a communication and advocacy campaign in BiH and Serbia aimed at raising public awareness related to  improvement of the access to and quality of inclusive education during Covid-19 pandemic for vulnerable children in NWB”

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

Through the proposed intervention Save the Children NWB aims to work on some of the most burning needs and gaps identified in the provision of quality and inclusive online education in the context of Covid-19 pandemic in BiH and Serbia. Most notably, Save the Children MWB will tackle the issue of monitoring and preventing school drop-out by strengthening local multi-sector protocols and referral mechanisms in three project locations – Una Sana Canton and Bosnia Podrinje Canton in Bosnia and Herzegovina, and in Belgrade, Serbia. Save the Children will also work with selected schools in these locations (3 schools per location) to assess their gaps in terms of ensuring quality, inclusive and safe education in the context of the pandemic.  Save the Children NWB will equip the schools with necessary items ensuring access and protection, and build the capacities of teachers to work in digital environment and support the most vulnerable children and families through the education process. Save the Children NWB will also target parents and build their capacities to provide quality support to their children’s education. Finally, through advocacy and communications work, the general public and relevant decision-makers will be targeted to raise the awareness about the issues faced by vulnerable children and families in the “new normal” imposed by the pandemic, and to lobby for greater prioritization and investment in the quality and inclusiveness of the education process.

3.     Objective

Save the Children in the North West Balkans seeks an agency/company/organization (from now on: the Agency) to plan and implement an informative awareness raising campaign focused on Una Sana Canton and Bosnia Podrinje Canton in Bosnia and Herzegovina, and in Belgrade, Serbia; with the goal to bring to public attention the importance of access to quality inclusive education for vulnerable groups of children in the context of online teaching in targeted primary schools.

Engagement involves the development of a communication campaign implementation strategy and plan, as well as the actual implementation of the campaign, based in the following inputs:

•        The aim of the campaign is to raise public awareness of the importance of education for all children including vurnelable groups during the Pandemic of COVID 19, with specific focus on the quality and inclusiveness of the teaching process and the wellbeing of children, teachers and parents in the extraordinary circumstances caused by the pandemic.

•        The main target groups of the campaign are  primary school teachers, primary school children and their parents.

•        The development and the implementation of the campaign are expected to be completed between May and December 2021 in Bosnia and Herzegovina and Serbia.

4.     Expected outputs 

•        Developed campaign implementation strategy and 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.

•        Developed visual identity and messages of the campaign and applied to various promo materials (modern, innovative and low-cost products).

•        Developed all products covered by the campaign implementation plan, including all print, audio/video /multimedia materials. For each subgroup from the first engagement outcome point, at least two communication products are expected that are suitable for widespread distribution and mobilisation of the target group. All products must be linguistically adapted for Bosnia and Herzegovina and Serbia (Latin and Cyrillic).

•        Realised distribution and placement of produced materials through selected communication channels, as well as through unpaid PR 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.

•        Production and distribution of a video with children's active participation

•        Production and distribution of a video for parents (how to help children with online school, mental and physical wellbeing, etc.) 

•        Radio show series production in Una Sana Canton and Bosnia Podrinje Canton in Bosnia and Herzegovina

•        Preparation of nine PR articles (3 in each of three target locations – Bosnia and Herzegovina and Serbia)

•        Additional visuals (infographics) and online based campaign to promote mental health and wellbeing during the pandemic

•        Online round table for professionals, practitioners, government stakeholders

•        Promotional campaign for all deliverables

•        Monitoring and reporting on campaign implementation and overall reach.

5.  Timeframe and methodology

In order to complete the above-specified tasks, the consultant will be engaged from May 1  to December 31^st 2021. The consultant will develop and implement the work plan in consultations and with the support of SCINWB designated staff, in line with the proposed timeframe below.

v  All of these activities imply mandatory participation of children, parents, and/or teachers

v  *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. 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 consulting company/agency/organization is responsible for the organisation of the campaign, production of materials and the fieldwork in Una Sana Canton and Bosnia Podrinje Canton in Bosnia and Herzegovina, and in Belgrade, Serbia.

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

Responsibilities and duties of consultant:

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

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

•        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 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.

   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 education and/or 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;

8. Budget

The Agency should indicate the amounts of fees and costs of the services it expects in the engagement, with currency, in the document "Bidding Response", and complete the form "SC-PR-10 - Request for Quotation". 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* Companies/Organisations/Agencies should take into account travel, food and accommodations, and all other expenses related to their tasks as they will not be reimbursed.

9. Formal Expression of Interest for Consultancy

The interestedconsultantshoulddevelopandsubmitthefinancialproposaltorespondto the above mentionedspecifictasks.Theproposalshouldinclude:

1.      Submission of the Bidders response document with a specified budget breakdown (Annex 1);

2.      Letter of interest with confirmation of the availability for the proposed dates and work dynamics;

3.      Biography of each team member listing relevant experience in SCI template (Annex 2);

4.      Conceptual concept of the campaign;

5.      Reference list and at least two examples of previously designed and implemented campaigns.

Interested applicants should submit their proposals to Procurement.NWB@savethechildren.org no later than April 20, 2021. Only the shortlisted applicants will be contacted.

Detailed necessary forms can be downloaded at: https://drive.google.com/file/d/18iG5S3klBaCf1dg4UjtZ-6H8HypdeiCN/view?usp=sharing

Particular requirement: no person is performing any task on behalf of Save the Children may, in any way, be involved in or connected with abuse or exploitation of children.