ThaiNGO

This Terms of Reference (ToR) aims to seek for digital/ media agency to develop a 12-week long, comprehensive multi-layered regional awareness campaign on ransomware prevention. The multi-layered approach shall be discussed and presented to UNODC by the vendor before the campaign starts.

This Terms of Reference will be used for the preparation of proposals for the provision of services related to the development and implementation of an awareness and visibility campaign for prevention of ransomware. The proposal should contain a detailed description of the services to be provided and the key experts/personnel with relevant knowledge / good understanding on the topic to be assigned for preparation of the abovementioned documents. The cost breakdown for each activity should be included in the proposal. All deviations from the Terms of Reference should be clearly indicated in the proposal. UNODC has the right to split the supply between vendors.

1. Introduction
UNODC will work in close cooperation with other UN agencies, key stakeholders, and counterparts during the implementation of the designed campaign. The developed campaign shall be disseminated through governmental and private industry counterparts within the region (local media, social media, radio/TV spots, universities and others as identified and recommended by the vendor).

In order to meet the deliverables indicated above, UNODC has prepared this Terms of Reference (ToR) to guide perspective vendors in the development of the campaign.
 

2. Required service

1. Development of creative awareness and information campaign for educating target groups on prevention of ransomware.
2. The key target group’s of the media campaign are:
   • Public and Private Sector organization (e.g.: SMEs, central/local government authorities, hospitals, etc.)
   • Employees including the management and executive level of the organization
3. The key messages to be delivered through the campaign will focus on ransomware attacks.
   (malware, phishing, prevention best practices, reporting mechanisms)
4. The messages in the campaign shall be adapted to each target groups’ specificity, be persuasive, simple, and clear in expression and be designed in English with subtitles and voice over in Thai, Bahasa, Vietnamese, and Chinese. Costs for each language should be indicated separately.
5. Propose the methodology and approach for conducting campaign.
6. Present the SWOT analysis of the proposed methodology.
7. Elaborate the time schedule for the execution of the campaign, identify the required resources and channels, and provide a cost breakdown.
8. Negotiate advertising space and airtime (online, broadcast and print) to reach the highest number of people in the target audience at the lowest possible cost and monitor activities to ensure that the adverts run accurately.
9. Develop a press kit including general and event-specific press releases and success stories/case studies, as needed, including campaign launch event.
10. Ensure the alignment with UNODC Key Performance Indicators (KPI) for the campaign:
    • 2 million Reach for 2 awareness videos across all countries
    • 1 million Impressions for 2 awareness videos

3. Planning Phase (4 weeks)

1. The vendor shall prepare a detailed project plan containing the timeline, audience analysis, budget for the development and the delivery of the campaign, ensuring that all planned activities stay within a predefined budget.
2. Elaborate the time schedule for the execution of the campaign, identify the required resources and channels, and provide a cost breakdown.
3. Review existing resources and campaigns focused on the prevention of ransomware.

4. Development and Execution Phase (8 weeks)

1. The vendor shall design the campaign including its brand name, official logo, and slogan, and shall develop the design of appropriate communication and advocacy materials highlighting the key messages mentioned above to be used in the public awareness campaign, in close coordination with UNODC who will be responsible for the approval of all materials. The campaign materials will include a variety of creative and innovative media materials to reach the target audience.
2. According to the findings in the planning phase, the vendor shall produce a minimum of 2 videos (one with actors and one animated/CGI). Videos should be available in English and with subtitles/voice over in Thai, Bahasa and Vietnamese. The duration of the videos must not exceed 2 minute 30 seconds (can be adjusted in discussion with UNODC). The live video should focus on ways that ransomware can infect the computer while the animated video should focus on prevention best practices. The vendor shall present their approach on carrying out this activity in their proposal.
3. Preparation and delivery with UNODC of an official launch event of the campaign including press release. 
4. The materials will be released in a phased approach over the 8 weeks period and will be planned for maximum effectiveness with dissemination on various media channels.
5. The awareness campaign should also use different information channels including mass media and social media, public events, promotional materials, workshops etc. The vendor will be responsible for presenting UNODC with different information channels identified.
6. The vendor shall identify and facilitate/establish connections with key stakeholders including private organizations, key government organizations, hospitals, or industry partners in order to further the effect of the campaign.
7. The vendor shall also produce at least 30 infographics in the specified languages above, illustrative visuals, and posters (online and paper version in .ai version) to accompany the video messages. The vendor shall provide a list of ideas and discuss with UNODC prior producing. A cost breakdown for each language should be provided to UNODC.
8. The vendor shall also identify the potential beneficiaries for a 2-hour training (online / on-site) on protecting against ransomware threats. The content and delivery will be carried out by UNODC.
9. For all materials developed the vendor shall keep in view gender and cultural sensitivities specific to Southeast Asia to produce campaign materials.
10. The vendor shall develop a comprehensive strategy for the dissemination of the products and interaction with the media.
11. The vendor shall maintain confidentiality of the information shared and produced till the broadcasting time.
12. The vendor shall adhere to the UNODC guidelines and instructions in connection with producing content.
13. The vendor shall develop a comprehensive Monitoring & Evaluation plan with weekly update on the progress achieved. A weekly call will be scheduled, for the vendor to update UNODC on the deliverables.
14. The vendor shall handover all the campaign materials, designs, plans and any other materials produced under this contract to UNODC. The developed materials shall be the sole and exclusive property of UNODC and will not be reproduced on any other platform/forum without taking written consent.

5. How to apply

An interested media agency should submit by 27 August 2021 the following documents to kritsada.tulkijjawong@un.org and nongnuch.boonridruethaikul@un.org 

1. A company portfolio

2. CV of the specialist in charge of the campaign

3. A technical proposal stating your interest, an initial planning for ransomware prevention communication campaign and budget

4. A signed quotation