Every Last Child (ELC) Campaign – Thailand
Campaign Creative Brief
Topic: Education for All – Promoting access to education for the most excluded children in Thailand
Priority group: Thai Millennials, aged 17–35, living in Bangkok
Save the Children is seeking a creative agency to produce a costed creative concept and execution plan to promote Education for All (EFA) in Thailand, to attract and engage with Thai millennials living in Bangkok through interactive exhibition or a public stunt campaign.
The creative agency will initially propose three creative pitches for the campaign, where we will choose one for the agency to produce the full creative concept and implementation plan.
One of the three pitches will have to be an adaptation of the original campaign activity the “Immersive Migration Experience: A pop-up travelling exhibition and digital activism platform” (please refer to 2. Big Idea above). The other two pitches can be of any type of public stunts, public engagement activity, or events/exhibitions that will:
Every Last Child Campaign
Save the Children has a global campaign “Every Last Child” (2016–2019) to ensure that 15 million of the world's most excluded children have access to life-saving healthcare and quality education – contributing towards progress on the 2030 sustainable goals that aim at preventing 600,000 child deaths and helping 50 million more children to learn from a quality education.
Excluded groups of children are those who are not benefitting from recent global progress in social well-being – particularly in health and learning – because of a toxic mix of poverty and discrimination. The discrimination they face can be deliberate or the result of neglect or oversight.
Save the Children’s Every Last Child campaign in Thailand is focused on improving access to education for poor Thai children and migrant children living in Thailand.
Background and Current context
The majority of migrant children in Thailand – an estimated 61% (or 225,000) – are still not in school despite the existing Education for All (EFA) policy. Much of the reason for limited enrolment is due to discrimination and social exclusion. When schools’ budgets limit enrolment, for example, school directors give Thai children priority.
Our research shows that Thai people see immigrants as low-skilled, illegal workers coming from less developed countries, which drives attitudes of indifference, neglect or animosity towards migrant populations particularly among urban communities.
Tackling these issues requires shifting public negative attitudes towards migrants through sustained awareness raising and allowing audiences to interact with migrant education issues and become actors of migrant children’s success through campaigning and financial contribution.
2. Big Idea – Campaign Plan 2018
We are planning to launch a public event this year, “Immersive Migration Experience: A pop-up travelling exhibition and digital activism platform”.
Our current concept and plan for the campaign this year is to engage and reach out to our target audience through:
This project will trigger understanding – through bridging the gap between communities and allow them to connect on common themes – empathy and action.
3. TARGET AUDIENCE
Urban Thai have the most negative perception of migrants. Among them, we found that millennials are the easiest to mobilize. They display a more optimistic attitude towards migrant’s right to access education, are active social media users and influencers, and can generate the most word-of-mouth.
We will capitalize on millennials’ potential to mobilize and use innovative, interactive and trendy media (pop-up container style exhibit, temporary art show, smartphone friendly fundraising and personalized online campaign) in line with Thai’s tech-savviness and good-heartedness, offering them an outlet to promote their engagement on social media.
4. MARKET RESEARCH & KEY MESSAGES
Identifying The Most Effective Communication Point
From our market research, to effectively campaign for migrant children’s education, we learned that our campaign must not only communicate what migrant children will gain but a WIN-WIN situation for both parties, a message (incentive) that inspires the target audience to take immediate take action.
Messages that didn’t work.
Save the Children’s past campaign messaging did not communicate a win-win situation, and wasn’t effective in communicating to our target audience:
5. The ‘mood’ of Campaign Creative
This campaign is positive, fierce and empowering, and focus on humanizing migrant children and bridging the gap between the Thai and migrant communities in Bangkok. The campaign should make it clear that all children, regardless of who they are and where they’re from, should enjoy their child rights, and access to education and health care, free from discrimination.
It should raise the profile of inclusive education rather than highlighting the injustice and vilify governments or general publics of their discrimination.
6. SCOPE OF WORK – Campaign Creative Output
The key outputs will include: (1) a detailed pitch deck of the selected creative concept, (2) a detailed costed implementation plan (see details below).
This output will be used to develop and implement the campaign activity based on the creative concept by December 2018, raise fund and create partnerships for the campaign.
Up to three revisions of the outputs may be required before final approval by Save the Children.
Summary of outputs:
Scope of Work
Initial proposal: Three creative pitches for a public stunt/engagement campaign.
The first three creative pitches will be presented to the Save the Children team, who will choose one creative concept/direction to build on.
Output 1: Detailed creative concept in a draft pitch deck and, Output 2: costed implementation plan presented to Save the Children.
The ad agency will deliver a detailed presentation of the chosen creative concept. This will need to include:
(1) Detailed creative concept and a scale-down version (23,000 USD)
(2) Implementation plan composed of:
a. A detailed implementation timeline,
b. Two versions of cost and budget breakdown (23,000 USD and 45,000 USD)
c. An estimate of Human Resources required (or staff time),
d. A list of potential partners,
e. A list of potential suppliers,
f. Suggested locations for the stunt/exhibition,
g. A PR strategy (free, key media and social media) to go along with the stunt/exhibition
Output 3: Final creative concept/pitch deck, implementation plan and budget.
The ad agency will present the final version of the creative concept in a pitch deck, implementation plan and budget proposal.
The consultant will report to the Campaigns, Communications and Media Coordinator.
8. DURATION OF CONTRACT
The duration of this assignment will be maximum 22 Working Days after having work order. Nevertheless, the expected period of performance begins as soon as possible and ends by 31 July 2018
It is expected that the competency of the contracted consulting agency should meet the following requirements:
10. Application Process
Applications should be addressed to Save the Children via email:
Not later than 25th June.
Please indicate in the subject as “Application for selection process: Creative Agency for ELC Campaign”
Only shortlisted candidates will be notified.
Contact : THA_Procurement_BKK@savethechildren.org