Scope: Egypt’s 2014 Constitution recognizes social protection and social justice as a right for citizens and dedicated one pillar of the national Sustainable Development Strategy (SDS) – Egypt Vision 2030 specifically to social justice (fifth pillar), with specific reference to Sustainable Development Goals (SDGs) 1, 2, and 5. The Ministry of Social Solidarity (MoSS) is the mandated government body responsible for providing social safety networks for Egypt’s most vulnerable citizens. MoSS’ main vision goals aims in creating a social safety net for citizens by supporting and protecting poor families, caring for low-income people, raising their standard of living, and improving the level of services provided to them, in addition to MoSS’ three main strategic policies: Social Protection, Social Care, and Social Development. The project “Strengthening the Institutional and Human Resources Capacities of the Ministry of Social Solidarity” is implemented by Ministry of Social Solidarity and supported by the United Nations Development Programme (UNDP) and funded by the European Union (EU).
The selected vendor will be responsible for the design, production and execution a mass media campaign to promote social values and behaviors that support human development and strengthen social empowerment, especially among vulnerable groups targeted by Egypt’s social protection system. The campaign includes the production of 30 high-quality video advertisements, each 1 to 2 minutes in duration, centered on key social values and behaviors prioritized by MoSS. The vendor will be responsible for the creative concept development, Arabic scriptwriting, casting, production, post-production, and the engagement of credible public figures or celebrities in coordination with the Ministry. Each video must include English subtitles and sign language interpretation to ensure accessibility. The videos must be suitable for multi-platform broadcasting including TV, radio, and digital platforms, with a total of 2,400 broadcast fillers to be aired on high viewership TV channels that match the target audience of the campaign (for example: CBC, Al Hayah, etc.) and on national radio stations. Additionally, the vendor must ensure wide dissemination across social media platforms and provide verifiable proof of airing across all channels. All associated costs, including talent fees and production expenses, must be clearly reflected in the financial offer.
Additionally, the vendor shall create and execute a dedicated social media campaign running over two months. This includes the development of a digital media plan, platform-specific content (Facebook, Instagram, X, and LinkedIn), and message adaptation for target audiences. Deliverables include 80 customized digital assets such as infographics, GIFs, short animations, audio-visual designs, and static visuals, either adapted from the main videos or produced separately. All content must be delivered in Arabic, creatively designed for high engagement and aligned with the overarching campaign themes and objectives. Partner branding must be visibly integrated into all campaign materials as per Ministry guidelines. To facilitate this process, MoSS will provide the selected vendor with the necessary documents and resources, including guidelines to ensure that the content is relevant, impactful, and effectively addresses the issues faced by the community.
A. Video Ads Campaign
• Creative concept.
• 30 original Arabic-language scripts aligned with MoSS messaging.
• 30 professionally produced short video ads (1–2 minutes each).
• Inclusion of renowned celebrities in each video.
• Full casting and production (actors, VO artists, musicians, crew and post-production).
• Edited, broadcast-quality videos for TV, radio, and social media.
• Airing of 2,400 filler slots across high-viewership television channels over one month.
• Dissemination on digital platforms and radio with proof of airing.
• Partner and MoSS branding (3 seconds) on all videos, at the beginning or end of each video, as per branding guidelines.
B. Social Media Campaign
• 1 digital media strategy and content plan for 2 months, covering Facebook, Instagram, X, and LinkedIn.
• Arabic social media content development.
• 80 digital assets: infographics, GIFs, video snippets, visuals.
• Messaging aligned with video themes and optimized for engagement.
• Content adapted for Facebook, Instagram, X, and LinkedIn.
Due Date: Thursday, July 31, 2025
Contact: Ms. Amira Abdalla sihc@moss.gov.eg
