The overall objective of this assignment is to develop and run an entrepreneurship promotion campaign in Luhansk, Donetsk (GCAs) and Zaporizhzhia oblasts (areas along the Azov sea coast) that will help to raise awareness about micro, small and medium enterprises (MSMEs) as a key factor of providing socio-economic recovery and resilience of the target oblasts of Ukraine, creating income-generating opportunities for the conflict-affected population.
The “Big Stories of Small Businesses” entrepreneurship promotion campaign was designed to showcase the success stories of people who have managed to start or maintain a business and lead it through a COVID-19 pandemic, provide employment to others, and contribute to the development of their communities. This year the campaign highlights the resilience of MSMEs in the target oblasts through motivational videos, in order to inspire and motivate others to set up or restart their worn businesses. Since 2016, 45 such video stories were filmed and disseminated through various media channels, including social networks, TV and online press.
Scope of Work:
During –the contract assignment the Contractor will perform the following tasks agreed with the Programme. 1. General information campaign concept development 1.1 To develop and agree with the Programme information strategy, operation action plan, as well as monitoring and evaluation guidelines.
· Operational documents containing the following elements: operational program implementation plan with established deadlines, indicators, clarified roles and responsibilities; list of selected videographers and information on partners involved;
· Concept of videos containing the following elements: detailed scenario of each video, list of the persons (50% women, 50% men) to be involved in video shooting, key messages;
· Information strategy containing information on target group (IDPs, local population, Programme partners, beneficiaries, etc); resources that will be engaged; timeline of stages of informational campaign development and their objectives;
· Monitoring and evaluation system: evaluation forms aimed to define the impact of strategy on target groups (IDPs, local population, Programme partners, beneficiaries, etc), and the method to analyze them established;
· An inception report containing all operational documents, informational guidelines, evaluation forms addressing qualitative and quantitative indictors, list of selected videographers and beneficiaries. Estimated implementation period: within calendar 20 days after contract assignment date.
2. Videos on entrepreneurship promotion (“success stories”)
2.1. To produce and agree with UN RPP 15 different promotional videos (up to 3 minutes each) and three professional high-quality photos from each filming location for further dissemination through different media resources. The videos should cover following topics: women in business; family-oriented business, response to COVID-19 pandemic and business focused on one or more of the following value chains: textile and clothing, ceramics, hospitality industry, food processing, farming, industry and engineering services.
· Operational documents: operational program implementation plan with established deadlines and schedule of trips to the region for shooting videos; information on partners involved;
· The videos on entrepreneurship promotion in Donetsk oblast: 6 videos about entrepreneurs running a business in Donetsk oblast, possibly including from the area close to the contact line – (within 10 km zone from the contact line) 3 enterprises run by women, 3 by men. Each video must be gender/conflict/crisissensitive, have English subtitles and contain a visual representation of the UN RPP, the European Union, and the governments of Japan and Poland.
· The videos on entrepreneurship promotion in Luhansk oblast: 4 videos about entrepreneurs running a business in Luhansk oblast, including in the area close to the contact line (2 enterprises run by women, 2 by men). Each video must be gender/conflict/crisis-sensitive, comply with the UNDP Code of Ethics, have English subtitles and contain a visual representation of UN RPP, the European Union, and the governments of Japan and Poland.
· The videos on entrepreneurship promotion in Zaporizhzhia oblast (Azov coast area): 2 videos about entrepreneurs running a business in the Azov coast area in Zaporizhzhia oblast (1 enterprise run by women, 1 by men). Each video must be gender/conflict/crisis-sensitive, comply with the UNDP Code of Ethics, have English subtitles and contain a visual representation of UN RPP, the European Union, and the governments of Japan, Poland and Denmark.
3. Backstage video on the entrepreneurship promotion campaign
· Concept of video containing the following elements: detailed scenario of video and key messages;
· The video should cover the most inspiring and motivating shots from all 15 videos and contain backstage shots from the filming processes;
· The video must be gender/conflict/crisis-sensitive, comply with the UNDP Code of Ethics, have English subtitles and contain a visual representation of UN RPP, the European Union and the governments of Japan, Poland and Denmark. Estimated implementation period: Within calendar 100 days after the contract start date.
4. Information campaign in media
4.1. To launch an extensive information campaign on entrepreneurship promotion through national/international social advertisement festival, popular online resources, intercity trains and national/regional retail stores chain.
· To develop and agree with UN RPP a visual concept of the promotional campaign (banners for web, Facebook, Instagram and Twitter);
· To design and launch nationwide online voting for the best promotional video in partnership with one of Ukraine’s leading business news websites;
· 15 promotional videos and one backstage video presented at national or international social advertisement festival;
· 3 out of 15 videos received the status of social advertisement and broadcasted at the national and regional TV channels;
· 3 out of 15 videos with Ukrainian subtitles adapted and rotated at intercity speed trains for at least one month;
· 3 out of 15 videos with Ukrainian subtitles adapted and rotated at the big outdoor screens in Donetsk (at least three screens in total: one in Kramatorsk, one in Sloviansk and one in Mariupol), Luhansk (at least two screens in total: one in Sievierodonetsk and one in Lysychansk or Rubizhne or Kreminna) and Zaporizhzhia (at least two screens in total: one in Berdiansk and one in Melitopol) oblasts for at least one month;
· 3 out of 15 videos with Ukrainian subtitles adapted and screened at the shopping malls in Donetsk, Luhansk and Zaporizhzhia oblasts for at least one month (at least one shopping mall in each oblast). Estimated implementation period: Within calendar 125 days after the contract start date.
5. Final stage
5.1. A project completion report containing implementation plan, communications report, concepts of all videos, photo and video materials produced and agreed with the Programme. Estimated implementation period: Within calendar 135 days after the contract start date. Requirements for videos, social TV and radio commercial
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