Development and Implementation of Public Awareness Campaign on Ransomware

United Nations Office on Drugs and Crime(UNODC)
Nonprofits / องค์กรไม่แสวงหาผลกำไร
1189
21 Sep 2021
28 September 2021

Terms of Reference

“Development and Implementation of Public Awareness Campaign on Ransomware”

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 that can and cannot be delivered, strategic communication campaign masterplan, plan of execution in timeline, cost breakdown, point of contact and key experts that will be dedicated in this campaign. All deviations from the Terms of Reference should be clearly indicated in the proposal. UNODC has the right to split the supply between vendors.

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.

Purpose of the assignment:

Under the overall supervision of the UNODC Cybercrime Communication Officer, the vendor will be responsible for developing and implementing 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.

Required Services:

PLANNING with close coordination with UNODC (4 weeks)
Strategic planning and implementation of public awareness campaign on ransomware prevention	Segment groups of target audience in development of persona(s) detailing age, location, profession, income, interest, behavior, sociopolitical values etc. Public sector personnel (e.g.: government authorities etc.) Private sector employees (e.g.: SMEs, hospitals etc.)
	Develop a 12-week strategic and creative master plan from kick-off to exit Campaign branding: name, tagline, logo, mood and tone, look etc. Plan of execution in timeline detailing methodology, approaches, strategies, SWOT analysis, material production plan, launch event, dissemination plan, required resources, proposed platform(s), cost breakdown and way of working Alignment with UNODC’s key performance indicators: Social media reach: 10,000,000 Social media engagement: 200,000 Digital media coverages: by minimum of 30 outlets Content journey of key and supportive messages on ransomware attacks: Malware Phishing Prevention best practices Reporting mechanisms Message crafting: Campaign messages must be specifically tailored to meet specific interest of each target group. They shall be creatively relatable, persuasive and clear.
DEVELOPMENT AND EXECUTION with close coordination with UNODC (8 weeks)
Content development	Content will mainly be in English with subtitle and voiceover in Thai, Bahasa, Vietnamese, and Chinese. (Costs for each language should be indicated separately) Develop written contents (in the specified languages above) Minimum of 40 Social media post captions 2 Real-life stories for online articles Develop visual contents (in the specified languages above) Minimum of 30 infographics Minimum of 10 visual graphics (e.g.: poster, quotegraphics, illustrative visuals etc.) 1 master awareness videos across all countries
Content marketing	Boost campaign materials and posts across all platforms Engage with influencers to amplify campaign messages and materials Monitor activities ensuring that adverts run accurately Submit a monthly analytics report and final report
Coordination with mass and social media coordination	Conduct a mapping of mass and social media in all implementing countries both at national and regional level) Develop a press kit including press release, success stories, case studies as required Coordinate with selected mass and social media outlets for coverages
Development and general administration of all online presence	Develop a campaign landing page and/or social media accounts as agreed with UNODC Maintain active interaction and respond to enquiries with public audience across platforms
Event planning and organization	Plan 1 campaign event (offline/online/hybrid—public event/workshop) Organize the event as planned and agreed with UNODC

Important notes:

For all materials developed the vendor shall keep in view gender and cultural sensitivities specific to Southeast Asia to produce campaign materials.
The vendor shall maintain confidentiality of the information shared and produced till the broadcasting time.
The vendor shall adhere to the UNODC guidelines and instructions in connection with producing content.
The vendor shall develop a comprehensive Monitoring & Evaluation plan with monthly update on the progress achieved. A weekly call will be scheduled, for the vendor to update UNODC on the deliverables.
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.

How to apply

An interested media agency should submit by 28 September 2021 the following documents to nongnuch.boonridruethaikul@un.org, cc: thanita.wongprasert@un.org:

A company portfolio
CV of the specialist in charge of the campaign
A technical proposal stating your interest, an initial planning for ransomware prevention communication campaign and budget with 1-page plan of execution
A signed quotation

For more information, please contact thanita.wongprasert@un.org.