ANNEX IV RFP/UNDP-REDD+/005/2012

Transcription

1 ANNEX IV RFP/UNDP-REDD+/005/ PROVISION OF PUBLIC AWARENESS CAMPAIGN FOR REDD+, CLIMATE CHANGE, GREEN ECONOMY AND BIO-DIVERSITY CONSERVATION TERMS OF REFERENCE A. GENERAL INFORMATION Title Reports to Location : "PROVISION OF PUBLIC AWARENESS CAMPAIGN FOR REDD+, CLIMATE CHANGE, GREEN ECONOMY AND BIO-DIVERSITY CONSERVATION". : REDD+ Taskforce. Expected Places of Travel : Not Applicable. Duration of Assignment : REDD+ Taskforce, Gedung Badan Nasional Penanggulangan Bencana Jl. Ir. H. Juanda No. 36 Jakarta Pusat, Indonesia : Expected four (4) months the period of which will be calculated based on the contract starting date and will end no later than 31 December. PROVISION OF SUPPORT SERVICES: Location : Yes No Equipment (laptop etc.) : Yes No Secretarial Services : Yes No B. BACKGROUND INFORMATION REDD+ Initiative in Indonesia: Indonesia is the third largest emitter of carbon dioxide (CO2) and the world s largest emitter from agriculture, forestry and other land use. Over the past five years, Indonesia s annual deforestation rate has averaged around 1 million hectares, which contributes more than 80 per cent of Indonesia s estimated annual emissions. In response to this situation, the Government of Indonesia has initiated a range of programmes designed to reduce the nation s carbon emissions and improve forest and peat-land governance. These programmes, which began in earnest following the 13 th Session of the Conference of Parties (COP-13) to the United Nations Framework Convention on Climate Change (UNFCCC) which Indonesian hosted in 2007, range from national policy reform (National Action Plan for Greenhouse Gas Emission Reduction, RAN-GRR), financial support structures (Climate Change Trust Fund, ICCTF and Green Investment Fund, IGIF) through to local demonstration activities, and a global mechanism referred to as REDD (Reducing Emissions from Deforestation and forest Degradation). This mechanism, now called REDD+, has evolved since its initial inception (hence the plus) to include 21 of 37

2 forest conservation, sustainable management of forests, and enhancement of carbon stocks through afforestation and reforestation. On 26 May 2010 the Governments of Indonesia and the Kingdom of Norway signed a Letter of Intent to establish a REDD+ Partnership as a part of the government s programme to tackle greenhouse gas emissions resulting from deforestation and forest degradation in Indonesia. This partnership is an opportunity for Indonesia to move towards climate-resilient development through the implementation of REDD+ activities and, for an industrial country like Norway, to support a reduction in global carbon emissions by contributing funds for these activities. For Indonesia REDD+ also offers a way to achieve the government s voluntary commitment to the world to reduce emissions as much as 26 per cent unilaterally or up to 41 per cent with international support by The first phase of this REDD+ Partnership is to establish an institute with the capacity to implement and manage REDD+ initially in the pilot province Central Kalimantan and eight other priority provinces across Indonesia and eventually throughout the archipelago. A Task Force (Satuan Tugas, Satgas) has been established to facilitate the setting-up of this REDD+ Institute and Working Groups (WGs) have been formed to assist in developing a REDD+ National Strategy (Strategi Nasional, Stranas) and a legal basis for REDD+ implementation, a Measuring/Monitoring, Reporting and Verification (MRV) unit responsible for monitoring carbon stock and carbon stock changes, and a Financial Instruments facility for the management and disbursement of funds. The implementation of REDD+ will be an important step in the development of a low-carbon economy in Indonesia - a country which has some of the most extensive and biologically diverse tropical forests in the world, and an opportunity for the government to reform forest and peat-land governance across the Indonesian archipelago. Context of this TOR: In the two years since the signing of the Letter of Intent (LoI) between the Government of Indonesia and the Kingdom of Norway on 26 May 2010, much progress has been made by the Task Force appointed by the President for REDD+ implementation. Ten Working Groups with specific responsibilities have moved ahead in meeting and discussing with various stakeholders in preparing the framework for the shape and scope of the institutions and agencies that will implement the deliverables included in the Indonesia-Norway LoI. However, much of this information is not available in the public domain for various reasons. A REDD+ website has been recently launched and needs wider awareness of its existence and enhanced engagement with the audience Communications, Stakeholder Engagement and Public Relations remains a major challenge for REDD+ as there is a perception gap between what the REDD+ mandate really is and what the people believe about it through second-hand information. Although there may be notional knowledge among the public about global climate change, there is a general lack of awareness and understanding, specifically, of greenhouse gases (GHG), REDD+, deforestation and forest degradation, carbon credits, causes of climate change, potential impact and mitigation and adaptation options within Indonesia. REDD+ is a relatively new concept globally and Indonesia is the leading country in Asia and the Pacific working on the mechanisms for its effective implementation. The Communications campaign is expected to not only inform and educate the public on the topic of REDD+, climate change, deforestation and sustainable development, but to motivate their acceptance and support for the programmes related to climate change mitigation, sustainable development, conservation of bio-diversity and natural assets. The public awareness campaign should aim to build, protect and promote a transparent, inclusive, credible and innovative image of Indonesia s climate change action programmes, initiatives and partnerships and to gain the support 22 of 37

3 of key stakeholders and minimize risks & opposition to REDD+ initiatives. The Communications campaign should also develop an appreciation of Indonesia s Forests, Peat lands and Mangroves. C. OBJECTIVES OF ASSIGNMENT The United Nations Development Programme (UNDP) is seeking an experienced and professionally managed Company to Conceptualize, Design and Deliver a strategic mass media bi-lingual (Indonesian and English) public awareness campaign for nation-wide dissemination that can inform, educate and motivate people to support the REDD+ initiatives and positively impact the climate change agenda in Indonesia and, more specifically, the forest, peat lands and mangrove management agenda. Central to the REDD+ national strategy is the need to engineer a change in paradigm from Business-As-Usual practices of the past to more effective management and conservation of natural resources, including forests. The campaign must encourage discussion and debate among the public and the government on the importance of climate change mitigation and the introduction of the global REDD+ mechanisms in Indonesia. Within the overall concept reflecting the vision of the client, the campaign should create subsidiary messages relevant to the various stakeholder groups and devise the most appropriate Media strategy for their effective implementation. The creative writing and designing services for the development of various themes and messages will include Public Service Announcements (PSAs) directed at relevant stakeholders such as Government bodies, Industry, Academia, NGOs, Youth, International Donors, as well as the general public, on issues related to climate change and the commitment and actions taken by the government to address those issues using REDD+ mechanisms. The services of the specialized agency will include but not just limited to expertise in Advertising, Market Research and Public Relations. The company should have a proven track record in planning and launching campaigns for products, services or social issues using Electronic and Digital Media including Television, Radio, Internet, Website, Online Social Media, Audio-Visual Films and Photography, Print media including Newspapers and other periodicals, print products including Brochures, Reports, Booklets, Leaflets, Posters, Banners, Merchandising, etc., Public Relations and Outreach activities including media and capacity building events such as Seminars, conducted tours etc., Research and Market Surveys and any other related services as necessary. The specific objectives of this assignment include: 1. Conceptualizing and designing a public education and awareness campaign based on the mandate, vision and goals of the REDD+ Programme; 2. Creating effective messaging, positioning and brand imaging for the REDD+ Task Force; 3. Developing strategies and action plans for multi-stakeholder engagement and management. The stakeholders comprise a wide range of audience including government (Ministries, Agencies, Institutions, Provincial/District level authorities), NGOs (local and international), Youth, Active and potential donors/contributors to REDD+ (governments, corporate, multilateral institutions, unilateral institutions), Industry and Corporate entities and bodies (local & International), Academia and Think Tanks, Indigenous communities and others; 4. Conceptualizing, Designing and Producing various print and digital PSAs (Public Service Announcements) targeting and soliciting public cooperation and support towards various climate change adaptation and mitigating efforts; 5. Developing a strong interactive platform with young audiences using social media; and 6. Designing and producing a variety of information products. 23 of 37

4 D. SCOPE OF WORK AND DELIVERABLES The REDD+ Task Force requires a coordinated effort to drive the communications and multistakeholder process linked to the REDD+ Agency and the Indonesia-Norway Partnership. The Company will be expected to provide creative services and expertise, management and skillsbuilding in the following areas: 1. Public education, awareness and motivation campaign including PSAs; 2. Messaging, positioning and branding to create a distinct identity and enhancing in-house capacity in effective communications; 3. Multi-stakeholder outreach, engagement and management; 4. Public Relations, outreach and an inter-active platform using social media; 5. Designing and producing a variety of information products; and 6. Setting up a Media Monitoring and Analysis capacity for pro-active and reactive media relations. Details of work areas and deliverables: 1. Public education, awareness and motivational campaign. Research and review existing and on-going initiatives related to REDD+ at international and national level; Review and determine where the education/awareness gaps lie both Internationally and domestically and create a plan to address these gaps; Review and determine where REDD+ can leverage other partners and how it can leverage them effectively to cover certain areas of Public Outreach education/awareness building; Briefings, Brainstorming and Consultations with senior management of REDD+ Task Force on the vision, goals, overarching theme and key messages; Conceptualize, Plan, Design and Execute the education and awareness campaign for print, broadcast and online media including a Media Plan for campaign implementation; and Conceptualize and design story ideas and themes for public service announcements (PSAs) using film, broadcast material for TV and Radio and for print media. Deliverables/Output: 1. a. Framework and Action Plan for the public awareness campaign with a Roll-Out Plan of all key activities including creative executions. The total Communication Plan should include development of a central theme or message on climate change and REDD+ with subsidiary messages and strategies targeted at specific audiences. The output will include a comprehensive Media Plan for print, broadcast and online media with costing and timelines. 24 of 37

5 b. Concept ideas, scripts and story boards for Public Service Announcements (PSAs) including short films on various subjects and advertising clips of 1 minute and 30 second duration and radio announcements of similar duration. c. Implementation of the public awareness campaign at both national and sub-national levels. The public awareness campaign implementation should include a Strategic Media Plan and placement with cost estimates for media buying necessary for campaign implementation. 31 Oct - 21Dec- 2. Positioning and brand imaging for REDD+ including enhancing In-house capacity of communications team. Review and revise key strategic messages including Vision and Mission Statement, Taglines, Logo and formatting styles; Review important documents produced by the Task Force and establish standards in design layout, colour, font style and formatting to ensure coherence with overall strategic messaging; Review and revise the REDD+ house-style - logo, colour scheme, fonts, overall look of website, merchandising etc., to reflect the standardized 'house-style '; and Organise workshops with Communications team to enhance in-house skills in planning, designing, editorial and report writing, website updating and operating social media more effectively. Sensitize the team to current trends and processes in effective internal and external communications. Deliverables/Output: 2. a. Presentation of a Brand Strategy with approved Vision and Mission Statements, Taglines, Sub-heads etc. Revised and approved specimen of all standardised documents, logos, website, formatting, layout style, fonts, colour schemes etc. b. Workshop for communications team and providing handbook on guidelines and best practices for effective internal and external communications and Media Relations. 30 Sep - 30 Sep - 3. Multi-stakeholder outreach, engagement and management Support the continuous identification of key stakeholders by category (domestic, international, NGO, communities, politicians, media, corporate, youth, etc.) and by opinion/position (supporter, neutral, opposition); 25 of 37

6 Create a short, medium and long-term plan to approach, manage and build a relationship and dialogue with relevant key stakeholders; Review, design and produce key documents produced by the Task Force targeted at specific stakeholder groups; and Conduct specific workshops for Stakeholder Groups. Deliverables/Output: 3. a. Work Plan on Stakeholder mapping, planning and engagement, including compilation of a stakeholder database. b. Graphic design, art work and production of printed material such as booklets, brochures, fliers, banners, merchandising etc. for use in stakeholder outreach, engagement and management. 4. Public relations, outreach and inter-active online media. Develop the design, style and format for establishing appropriate inter-active feedback for online media including the REDD+ website, social media sites such as Facebook, Twitter, YouTube, Blogs, and others; Monitor, track and analyse Website traffic and align messages and content to audience interest; Organize seminars, town Halls and workshops, public events that can mobilize generate interest and support for issues and actions such as signature campaigns, mass tree planting, energy and water conservation, climate change initiatives, advocacy and others; Plan and develop outreach activities aimed at specific audiences such as school and university teachers and students, forest-dependent people and others; and Coordinate and support the hosting and participation of REDD+ Task Force in expositions, gallery displays, and mobile booths to advance the climate change agenda and foster direct contact with the public. Deliverables/Output: 4. a. Work Plan on the development of social media and report on the activities and the highlights from each of the social media sources. Monthly Monitoring and Evaluation Reports on Social Media traffic and impact. b. Work Plan on Outreach activities targeting school and university students and faculty, activities such as signature campaigns, mass tree planting initiatives involving students etc. c. Planning and designing art works/presentation for exposition booths and other events. 30 Sep - 30 Sep - 30 Sep - 26 of 37

7 5. Designing and producing a variety of information products. Writing and Designing a range of print and other products such as booklets, newsletters, brochures, leaflets, fliers, backdrop banners, roll banners, photo panels, and others; and Designing and producing promotional merchandising. Deliverables/Output: 5. a. Submission of approved art-work with dummy prints outs of approved products. Printing and production of finished products as necessary. b. Designing of promotional merchandising and presentation of samples for production. 6. Setting up media relations and media monitoring and analysis capacity. Identify key print, broadcast and online media that have a significant following and influence over their target audience; Develop strategies to inform and elicit support from media on activities and progress of REDD+ initiatives including special events; Write Op-Eds and opinion pieces for publication; Develop terms of reference and identify an agency that can provide daily, weekly and monthly reports on media coverage of REDD+ activities and personalities; Develop appropriate triggers that will highlight coverage of issues, subjects or personalities related to REDD+ and climate change; and Highlight media coverage of relevant issues and propose appropriate responses. Deliverables/Output 6. a. Daily, weekly and monthly reports on media coverage relevant to REDD+ and proposals for responding immediately to inaccurate, biased or mischievous reporting. b. Monthly analytical reports on media trends, bias or support to REDD+ activities and personalities. Month end Oct, Nov, Dec- Month end Oct, Nov, Dec- 27 of 37

8 E. PAYMENT SCHEDULE No. Deliverables/Output Due Date 1. 1a Framework and Action Plan for the public awareness campaign with a Roll-Out Plan of all key activities including creative executions. The total Communication Plan should include development of a central theme or message on climate change and REDD+ with subsidiary messages and strategies targeted at specific audiences. The output will include a comprehensive Media Plan for print, broadcast and online media with costing and timelines. 2a Presentation of a Brand Strategy with approved Vision and Mission Statements, Taglines, Sign-offs etc. Revised and approved specimen of all standardised documents, logos, website, formatting, layout style, fonts, colour schemes etc. 2b Workshop for communications team and providing handbook on guidelines and best practices for effective internal and external communications. 2. 1b Concept ideas, scripts and story boards for Public Service Announcements (PSAs) including short films on various subjects and advertising clips of 1 minute and 30 second duration and radio announcements of similar duration. 3a Work Plan on Stakeholder mapping, planning and engagement, including compilation of a stakeholder database. 3b Graphic design, art work and production of printed material such as booklets, brochures, fliers, banners, merchandising etc. for use in stakeholder outreach, engagement and management. 3. 4a Work Plan on the development of social media and report on the activities and the highlights from each of the social media sources. Monthly Monitoring and Evaluation Reports on Social Media traffic and impact. 4b Work Plan on Outreach activities targeting school and university students and faculty, activities such as signature campaigns, mass movements, mass tree planting initiatives involving students etc. 4c Planning and designing art works/presentation for exposition booths and other events. 4. 5a Submission of approved art-work with dummy prints outs of approved products. Printing and production of finished products as necessary. 30 Sep - 30 Sep - 30 Sep - 30 Sep - 30 Sep - Payment Schedule 20% 20% 20% 20% 28 of 37

9 No. Deliverables/Output Due Date 5b Designing of promotional merchandising and presentation of samples for production. 5. 1c Consolidated Report on the discernible achievements made in accordance with the Framework and Action Plan and Implementation of the public awareness campaign at both national and sub-national levels from launch to end. 6a Consolidated Report on the media coverage relevant to REDD+ from September to December. 6b Consolidated Analytical Report on media trends, bias or support to REDD+ activities and personalities from September to December. 21-Dec- 21-Dec- 21-Dec- Payment Schedule 20% F. EXPERIENCE The REDD+ Task Force is seeking a Company that can demonstrate experience in creating successful communication campaigns on policies, projects, services and initiatives that inform and motivate the target audience: Strong background and track record in advertising, marketing and public relations; Minimum 10 years of experience with similar level of assignments and demonstrated good track-record in public information and communications; Demonstrated ability and track record in producing a wide variety of information products; Demonstrated ability and track record in the successful use of all available media; Demonstrated ability to build capacities/expertise for stakeholders/clients; and Ability to edit and review resource material in both the English and Indonesian languages; G. QUALIFICATIONS The selected Company is expected to put together an independent and multi-disciplinary team composed of national and international expertise which collectively brings experience and commitment in the following fields: Strategic planning for a nation-wide advertising campaign; Creative thinking for Out-of-the-Box ideas; Creative writing and designing; Climate change (i.e. environment, forestry, bio-diversity) and the REDD+ mechanism; Public sector work, ideally with government bodies or agencies; Proven ability to write high-quality reports, speeches, talking points etc.; and 29 of 37

10 Personally committed leaders to build a team that can promote continuity. 1. Personnel education/qualification is as follows: Minimum requirement include: a) One (1) Client Service Director/Coordinator (International or National): University degree, preferably advanced, in journalism, mass communications, development studies, international relations or related area of studies; and Minimum ten (10) years of experience handling major client(s). b) One (1) Planning Director: University degree in management, administration, mass communications, or related area of studies; and Minimum ten (10) years of experience in communications and advertising. c) Creative Director University degree or significant course work. The completion of specialized studies in design, applied art, computer graphics, desktop publishing, communications or marketing is mandatory, and Minimum ten (10) years of experience in graphic design for specialised projects. d) Graphic Designer(s) University degree or significant course work. Completion of specialized studies in design, applied art, computer graphics, desktop publishing, communications or marketing is preferred, and Minimum five (5) years of experience in graphic design and visualisation. e) Copywriter(s) University degree in journalism, English/Indonesian literature or language, original writing or related area of study is preferred, and Minimum five (5) years of experience in original writing and/or editorial writing, and 2. Language Requirements: While all individuals on the team may not have both English and Indonesian skills collectively and at all times, there should be proficiency in English language, spoken and written. The team must have the ability to produce reports and make presentations in the English language. 30 of 37