ThaiNGO

1. Background of the assignment:

The United Nations Office on Drugs and Crime (UNODC) is a global leader in the fight against illicit drugs and international crimes. It is a leading provider of specialized assistance to Governments for addressing the legal, criminal justice and rule of law aspects of counter narcotics, crime prevention and counter-terrorism. It operates in all regions of the world through an extensive network of field offices. UNODC Global Programme on Cybercrime supports countries in strengthening capacities to prevent and combat cybercrime and has a particular focus on capacities in the areas of cybercrime and abuse prevention, cybercrime investigations and electronic evidence, and international cooperation in criminal matters involving electronic evidence crime and recover the proceeds of crime. This Terms of Reference will be used for the preparation of proposals of services related to the development and implementation of an online awareness and visibility campaign for the prevention of online child abuse, exploitation and trafficking. With technical and logistical support from the Agency, UNODC will work in close cooperation with other UN agencies, key stakeholders, and counterparts during the implementation of the designed campaign. The developed campaign tools shall be promoted and disseminated in 5 implementing countries: 1) Thailand, 2) Vietnam, 3) Laos, 4) Malaysia and 5) the Philippines.

2. Purpose of the assignment:

Under the overall supervision of the Associate Cybercrime Programme Officer, and in close coordination with National Programme Officer, the agency will be responsible for developing and implementing a 5- month long, comprehensive multi-layered regional awareness campaign on the prevention of online child abuse, exploitation and trafficking. The multi-layered approach shall be discussed and presented to UNODC by the vendor before the campaign starts.

3. Specific tasks to be performed by the consultant:

Under supervision of the Associate Cybercrime Programme Officer, and in close coordination with National Programme Officer, the Agency will virtually attend a technical brief prior to the production period, as well as weekly progress-checking meetings. Selected Agency is tasked to deliver the followings:

CAMPAIGN OVERVIEW:

Campaign development and implementation period: 15 June 2022 – 15 October 2022

Target audience: • Thailand • Vietnam • Laos • Malaysia • The Philippines

Implementing countries:

1. Children/Youth aged 13 – 17 spending time online

2. Parents of children of all ages

Campaign key performance indicators:

• Analytics on calls to action

• Website analytics

o Total number of visits: 500,000

• Social media reach across platforms (likes, comments, shares, views) for campaign materials:

o Thailand: 3,000,000

o Vietnam: 1,000,000

o Laos: 1,000,000

o Malaysia: 3,000,000

o The Philippines: 3,000,000

• Media coverages of campaign call to action:

o 2 national well-known outlets per implementing country

• Engagement with macro influencers

o 2 per implementing country

Platforms:

• Tik Tok • YouTube • Facebook • Twitter • LinkedIn

DELIVERABLES:

PHASE 1: PLANNING (June 2022)

AREA OF WORKS: Strategic planning of public awareness campaign

DELIVERABLES:

▪ Submission of strategic campaign masterplans, detailing:

o Goal

o Objectives

o Audience segmentation

o Strategies

o Calls to action

o Campaign branding: name, tagline, logo etc.

o Creative crafting of key messages

o Content journey

o Campaign materials production plan

o Campaign tools production plan

o Amplification/digital marketing plan

o Campaign milestones

o Platforms

o Plan of execution

▪ Submission of a list of influencers

▪ Submission of a list of national and regional media outlets

PHASE 2: PRODUCTION (July 2022)

AREA OF WORKS: Production of campaign materials, tools and platform(s)

DELIVERABLES:

▪ Development of campaign landing page on UNODC website

▪ Development of reel to mobilize online/social media movement

▪ Submission of campaign video

▪ Submission of key visuals and other materials as agreed with UNODC

▪ Submission of online article highlighting campaign call to action for media coverages

PHASE 3: IMPLEMENTATION & AMPLIFICATION (August – October 15, 2022)

AREA OF WORKS: Execution of campaign plan and amplification

DELIVERABLES:

▪ Development of written and visual content

▪ Translation of all content in local languages

▪ Dissemination of campaign messages and tools on UNODC Twitter, webpage and YouTube

▪ Submission of press kit

▪ Organization of campaign event(s)

▪ Coordination with media outlets for coverage

▪ Coordination with macro influencers for amplification

▪ Marketing of campaign content

PHASE 4: EVALUATION & REPORTING (15 October ,2022)

AREA OF WORKS: Campaign reporting

DELIVERABLES: 

▪ Submission of monthly campaign analytics

▪ Submission of campaign report

▪ Submission of donor report

4. Expected tangible and measurable output(s)/deliverable(s):

Timely organization and delivery of expected outputs, in accordance with deliverables, key performance indicators and timeline. Payments will be made based upon the full, acceptable delivery of the outputs described below.

5. Dates and details of deliverables/payments:

Deliverable/ Output/ To be accomplished by (date):

A./ Completion of tasks outlined in Phase 1: Planning/ 30 June 2022

B./ Completion of tasks outlined in Phase 2: Production/ 29 July 2022

C./ Completion of tasks outlined in Phase 3: Implementation & Amplification/ 7 October 2022

D./ Completion of tasks outlined in Phase 4: Evaluation & Reporting/ 15 October 2022

* Payments will be made upon satisfactory completion of the deliverables, Failure to complete deliverables and meet agreed deadlines may result in reduction of payment or may be withheld pending satisfactory completion. *

6. Qualifications/expertise sought (years of relevant work experience, other special skills or knowledge required):

 • A minimum of 5 - 7 years of relevant progressively responsible professional experience in the field of communications is required.

• Experience of developing and implementing campaigns for international development organizations is required.

• Experience gained from work for the United Nations or international organizations is desirable.

• Good understanding of cybercrimes issues is desirable.

Skills

• A minimum of 5 - 7 years of relevant progressively responsible professional experience in the field of communications is required.

• Experience of developing and implementing campaigns for international development organizations is required.

• Experience gained from work for the United Nations or international organizations is desirable.

• Good understanding of cybercrimes issues is desirable.

Skills

• Public campaigning

• Communications

• Project management

• Journalism

• Visually representing ideas

• Attention to detail

• Time management

Language: English and French are the working languages of the United Nations Secretariat. For this position, fluency in English, with excellent drafting and communication skills, is required.

Important notes:

i. For all materials developed the vendor shall keep in view gender and cultural sensitivities specific to Southeast Asia to produce campaign materials.

ii. The vendor shall maintain confidentiality of the information shared and produced till the broadcasting time.

iii. The vendor shall adhere to the UNODC guidelines and instructions in connection with producing content.

iv. 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.

v. 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 17 May 2022 the following documents to Prae Kampee at Prae.Kampee@un.org :

1. A company portfolio

2. CV of the specialist in charge of/dedicatedly assigned to coordinate this campaign

3. A technical proposal and/or a plan of execution

4. A signed quotation with cost breakdown