USAID Wildlife Asia Seeks Ad Agency
The purpose of this RFP is to procure a creative agency to develop creative concepts and materials for activities and campaigns to reduce demand for elephant and tiger parts and products in Thailand. The selected agency will receive a subcontract for an estimated three-year period, with an annual option to renew, Examples of creative concepts and materials are: television spots, radio spots, cinema spots, short animated fictional films, posters, leaflets, brochures, and flyers for target audiences (e.g., communities and current and potential consumers of ivory and tiger products).
The USAID Wildlife Asia Activity is funded by the Bangkok-based USAID Regional Development Mission for Asia (RDMA) and is currently managed by RTI international (RTI). The project addresses wildlife trafficking by working to reduce demand of wildlife products and improve regional action to end wildlife crime in Southeast Asia and China. The consumer demand reduction component of this Activity is managed by FHI 360. As part of the project, FHI 360 seeks input into potential cost-effective solutions and innovative alternatives to reduce wildlife product consumer demand through SBCC interventions.
Scope of Work:
- Attend briefings at the USAID Wildlife Asia designated office to discuss the SBCC strategy, creative brief for the specific demand reduction campaign and results of various formative research studies.
- Develop an over-riding campaign signature for USAID Wildlife Asia demand reduction activities that will “brand” or identify the materials in the minds of the target audience. This can be a call to action phase, visual, or slogan.
- Develop draft and final creative concepts. Conduct informal testing of concepts with the proposed targets. Concept testing design will be approved by USAID Wildlife Asia/FHI 360 designated representative.
- Based on concept approved by FHI 360/USAID Wildlife Asia, develop draft creative materials for each element (TV, radio, mid media, print materials, online) of the demand reduction campaign. The demand reduction campaign(s) shall have a unifying theme or element. Materials will be reviewed by FHI 360/USAID Wildlife Asia and be revised, as requested.
- At the request of FHI 360/USAID Wildlife Asia, if required, present the creative campaign concepts/draft materials to USAID and relevant partner agencies. Revise materials based on feedback. (Note: This task should not be included in Cost Chart 2.)
- Develop materials (stillomatics) for pretesting the TV spots or videos, tapes of radio scripts, online materials, songs, etc., color xeroxes of print materials and other proposed materials using photography. Photographic sessions will take place during video shoots and on location during other scheduled shoots. (The pre-test will be done by FHI 360 or a selected research organization.)
- Discuss findings of the pre-tests with FHI 360/USAID Wildlife Asia and agree on creative and/or content revisions.
- Based on agreed upon revisions, revise the story boards, radio scripts, mid media, print materials and other proposed materials until final approval by FHI 360/ USAID Wildlife Asia (including government or donor approvals as needed).
- Solicit and submit three competitive bids from independent media production houses to produce TV, online, jingles, songs and radio spots for selection and approval by FHI 360. Oversee planning and production of TV and/or audio spots.
- At the request of FHI 360/USAID Wildlife Asia, if required, and prior to final production, present the produced rough cuts and creative campaign materials to government officials and/or USAID for approval. Revise materials based on feedback.
- Finalize production and edit the approved rough cuts to a telecast master format for the TV, online, radio spots, songs and jingles in close coordination with the FHI 360 team.
- Prepare final print-ready versions of the print materials agreed upon for the campaign and provide printing specifications for reproduction.
- Submit online, TVC storyboard to USAID Wildlife Asia/ FHI 360 and the Thai Television Station Joint Censorship Committee , submit master tapes with copies for TV, submit master DAT tapes with copies for radio, songs and jingles.
- All draft and final versions of printed materials (TV scripts, radio scripts, flyers, posters, songs or jingle scripts, brochures and any other printed deliverables) must be submitted in Thai and English.
- Except as is otherwise expressly provided in writing in the mutual Agreement, USAID Wildlife Asia/FHI 360 shall be entitled to all intellectual property and other proprietary rights including, patents, copyrights, logos and trademarks, with regard to products, processes, inventions, ideas, know-how, or documents and other materials which the agency has developed under the Agreement and which bear a direct relation to or are produced or prepared or collected in consequence of, or during the course of, the performance of the Agreement, and the agency acknowledges and agrees that such products, documents and other materials constitute works made for hire.
Agencies with strong Asian offices include Porter Novelli and Cohn & Wolfe.