Details

Background

Transparency International (TI) is the global civil society organisation leading the fight against corruption. Through more than 90 chapters worldwide and an international secretariat in Berlin, Germany, TI raises awareness of the damaging effects of corruption and works with partners in government, business and civil society to develop and implement effective measures to tackle it.

The Transparency International Secretariat (TI-S) in Berlin is seeking development and delivery of a campaign narrative and visual identity project.

The campaign narrative and visual identity represents a first phase of campaign development to ground the programmatic and campaign elements of a No Impunity For Corruption focus that TI has decided to engage with in the coming years. These components will provide coherence and framing to strengthen TI’s story of change and rationale for public engagement.

The resulting global campaign identity will add tone, shape and guide content, while providing framing for future message development for TI’s “No Impunity For Corruption” programmatic focus.

Project objectives

• Create and test a strong “No Impunity for Corruption” campaign narrative that incorporates and narrows the several and complex meanings and interpretations of the concept with the aim of facilitating Transparency International’s collective action efforts.
• Shape an already-developed theory of change in a compelling and near-universal story for external communications and engagement.
• Provide a coherent legal, political and social framing for the interventions, communications and other external activities that will be undertaken at both national and international level.
• Create and test a compelling campaign visual identity anchored in the campaign narrative to engage the defined key audiences and support communications development.

Key components and expected deliverables

Key Components

• Research phase to shape a compelling narrative and cross-platform umbrella message container for a global, multi-country anti-corruption campaign (input will be offered by TI’s Secretariat, but this phase could include interviews or focus groups from regions, as well as max. 2 trips to regions)
• Unique and inspirational campaign proposition(s) that provides a story-based logic, rationale for engagement, and sustainability through re-purposing potential over a 2-3 year period for three broad programmatic and campaign streams: (1) judiciary and law enforcement; (2) people; and (3) specific international institutions
• Create an initial “No Impunity” visual identity concept that has breadth and sustainability to encompass both a “No Impunity for Corruption” engagement/ campaign and several focused policy/practice/social change objectives.
• Both the narrative and the visual identity will be robust, adaptable and sufficiently tested to enable subsequent development and design of multiple issue-based and multi-country campaigns.

Expected deliverables:

• Development and delivery of global campaign narrative
• Delivery of campaign messaging and strategy brief (see extended TOR for more information on expected content, including determination of key audiences)
• Development and delivery of 2-3 campaign visual identity concepts
• The agency or vendor will support and guide TI through the navigation of input from multiple stakeholders to arrive at and deliver a final elaborated visual campaign concept
• Sufficient focus group or other qualitative testing of concepts with key audiences

Expected results:

• Greatly support and facilitate already-agreed theory of change results
• Engage and inspire people to action, political and social support, fundraise on behalf of TI, make and leverage donations.
• Leverage TI’s strengths and mitigate its weaknesses to achieve the key objectives and position the organization to carry forward an implementation plan of the programmatic and campaign work
• Elaborate options for a narrative and visual identity based on tone, content, values, engagement potential with target audiences, and coherence with TI’s theory of change
• Effectively elaborate and communicate TI’s vision for change and rationale for engagement
• Contribute to the overall brand-raising of Transparency International
• Contribute to the overall fundraising goals of Transparency International.
• Deliverables will support TI National Chapters’ engagement
• Deliverables will encourage engagement and possible partnerships with other allies

All presentations and reports are to be submitted in English, in electronic form, in accordance with the deadlines stipulated above. The vendor is responsible for editing and quality control of language. The TI Secretariat retains the sole rights with respect to all distribution, dissemination and publication of the deliverables.

Selection criteria

The Vendor should have the following qualifications:

• Demonstrated expertise in campaign narrative development and story-based strategy for social change campaigns;
• Proven ability to deliver visual identity/campaign and creative direction for NGO and/or social change campaigns;
• Knowledge and expertise in strategies to leverage and sustain individual engagement and donations;
• Adequate international policy, political, marketing and research expertise to inform development of issue-based public campaigns
• Demonstrated ability to deliver campaign strategy and concepts that inform potential future elaboration, expansion, and production of campaign materials beyond initial scope
• Ability to deliver narrative and campaign concepts that are memorable and highly likely to be widely transmissible
• Ability to deliver effective narrative and campaign concepts that are sensitive to over-reliance on or invoking values which may not be widely shared
• Demonstrated results using communications strategy and behavioral psychology rationale to target groups
• Demonstrated ability to deliver effective campaign concepts that are cross-cultural, target multiple key audiences, and can be deployed internationally and in multiple target countries/regions
• When applying, the Consultant should present examples of previous work, notably at international level; a proposal explaining how the deliverables will be achieved; and a proposed budget highlighting possible travel and organization of interviews/focus groups for input and/or testing.

Renumeration and costs

The Vendor or Consultant should provide a detailed breakdown, before any VAT or other charges, of all their estimated costs, including but not limited to; hourly rates, travel, accommodation, per diems, materials etc.

Transparency International e.V. (Secretariat), (TI-S) is registered as a Business Entity in Germany with VAT identification number DE273612486. In order to determine the Value Added Tax (VAT) implications of this tender, we kindly request that the Vendor/Consultant answer each of the following questions relating to VAT and submit their answers in the attached Word document, along with their email application.

1. Are you a registered business entity or operating as a private person?
2. In what country is your business operation located?
3. Are you registered for VAT?
4. If registered for VAT, located outside the EU, and do not apply the reverse-charge mechanism, what rate of VAT are you obliged to charge?
5. If you are not registered for VAT, are you obliged to charge any other local taxes/charges?

If you are VAT registered within the EU, please provide your VAT number.

Other information

Expected timeline is June-October 2013. Please contact campaign@transparency.org for an extended TOR and other considerations.

Contact information

The proposal should include the following:

• Completed VAT template

Please indicate “RFP Campaign Narrative and Visual Identity” in the subject line of your email application. Applications should be sent in English by email to campaign@transparency.org  by close of business of 15/05/2013.

Please note that only shortlisted proposals will be contacted.