Consultancy For The Dissemination Of Messages Of The Regional Awareness Campaign At French Red Cross

1. CONTEXT

1.1. The PIRAC

Created in 2005, the Americas-Caribbean Regional Intervention Platform (PIRAC) is the representative delegation of the French Red Cross (CRF) for the Caribbean region based in Guadeloupe as well as its operational mechanism for humanitarian action and regional cooperation. PIRAC helps the populations of the Caribbean in all major disasters and works to develop actions to strengthen the resilience capacities of populations in French territories as well as in the countries of the Caribbean arc and the Guiana Plateau.

1.2. The READY 360° program

PIRAC launched the READY 360° program in January 2023, co-financed by the INTERREG Caribbean program, the French Development Agency (AFD) and CMA CGM. The READY 360° program aims to build a global and greener resilience of Caribbean territories by strengthening disaster preparedness and response capacities at all levels: from individuals and families, to organizations and businesses, to the level of regional institutional coordination of risk management. It aims to achieve 4 main objectives: (i) Strengthen regional coordination and legislative frameworks for disaster management; (ii) Prepare, anticipate and respond to disasters and crises with more eco-responsible, inclusive and sustainable preparedness measures. (iii); Improve information, awareness and citizen preparedness for disasters and crises; (iv) Develop technical studies and research on disaster management with experts and academic stakeholders.
The READY 360°/3 Oceans program is part of the broader 3 Oceans project funded by the AFD and collectively supported by all the Regional Intervention Platforms (PIR) of the French Red Cross. The main objective of this project is to reduce the impact of disasters, health crises and the effects of climate change on the populations of the three ocean basins covered by the PIRs (Americas-Caribbean, Indian Ocean, South Pacific).
The institutional partners of the program are the Organization of Eastern Caribbean States (OECS) and the CDEMA (Caribbean Disaster Emergency Management Agency) and the National Red Cross Societies in 8 Caribbean territories are involved in the program: Antigua & Barbuda, Dominica, Grenada, Guadeloupe, Martinique, Saint Kitts & Nevis, Saint Lucia, Saint Vincent & the Grenadines.

1.3. The regional awareness campaign

A key outcome of the READY 360° programme is to raise awareness of disaster risks and the impacts of climate change among Caribbean populations through a regional public awareness campaign. The campaign focuses on the role of citizens in their own preparedness and safety. The messages cover a variety of themes and are widely disseminated through a variety of media outlets.

2. OBJECTIVES OF THE SERVICE

2.1. General objective

The main objective of the service is to maximize the visibility of the awareness campaign by ensuring strategic dissemination of content to the general public, particularly family units, through digital and participatory media (e.g. purchase of advertising space on social networks, viral challenge and press release)

2.2. Specific objectives of the service

More specifically, the service will consist of:
● The transmission of awareness messages through appropriate channels, in order to reach a wide audience.
● The promotion of citizen participation through interactive initiatives such as the viral challenge, to encourage the adoption of proactive behaviors in the face of natural risks and climate change.

2.3. Target audience and territories for the service

The service does not target a specific audience, in the sense that the regional campaign will be widely distributed, and to the Caribbean population. The media will be mainly intended for an audience wishing to be informed.
The territories targeted for the realization of this service are the following: Antigua & Barbuda, Dominica, Grenada, Guadeloupe, Martinique, Saint Kitts & Nevis, Saint Lucia, Saint Vincent & the Grenadines.

2.4. Working conditions

In general, the service provider will benefit from the technical support of the French Red Cross, which will provide all the technical content. The PIRAC project team is composed of the DRR Activities Manager, the Regional Project Manager, and the Program Coordinator.

A framing meeting will be organized between the PIRAC team and the service provider at the beginning of the mission in order to confirm the specificities and the schedule of the expected deliverables. This meeting may take place remotely or in person.

Regular exchanges between the service provider and the RRC Activities Manager will allow the general content of the service to be validated as it goes along. Preliminary versions of each deliverable will be submitted to PIRAC for comments and suggestions that must be integrated into the final versions of each deliverable. The validation time must be included in the schedule for review before submission of the final version.

Revisions may therefore be requested from the service provider and should be included in the methodology and the initial budget.

The Regional Project Manager and the Program Coordinator will be involved in the process of validating the final deliverables.

The following elements must also be taken into account:

● The materials must be inclusive and adapted to the specificities of the different groups targeted by the campaign: adolescents, young adults, adults, seniors, caregivers, people with disabilities.
● All deliverables must comply with the communication guidelines of the READY 360° program
● The deliverables must be consistent with the graphic charter of the campaign, the READY 360°/3 Oceans program, the French Red Cross and the visibility requirements of the financial partners (Interreg Caraïbes, AFD and CMA CGM).

2.5. Service provider commitment

The service provider may delegate part of the mission within his team or to the collaborator of his choice, but he remains the sole hierarchical and disciplinary authority concerning the members of his team, and must ensure the quality of the deliverables provided.

The service provider undertakes to comply with the following clauses:

– Ethical clauses and founding principles of the French Red Cross
– Rules on image rights and respect for privacy

3. CONFIDENTIALITY

The visual creations and any other element produced during this service will be the property of the French Red Cross and may not be distributed by the service provider without the prior agreement of the French Red Cross.

4. DELIVERABLES

Press relations
● Distribution of 4 press releases drafted in advance by PIRAC, and monitoring of press coverage.
● The distribution of press releases will take place in April 2025, October 2025, April 2026 and October 2026.

Digital promotion
● Organization of a targeted advertising campaign to ensure the visibility of audiovisual content (22 short videos) and graphic media (12 infographics) on social networks such as Facebook, Instagram, YouTube, and LinkedIn.
● Purchase of advertising space to boost the 10 infographics and 22 videos in the form of posts on social networks.
● The digital promotion will take place monthly between April 2025 and October 2026.

Viral challenge (optional)
PIRAC wants to set up an interactive initiative to motivate and engage the general public on a specific theme: preparing the emergency kit.
To do this, the service provider must propose the implementation of a simple to understand and easy to reproduce viral challenge, via a social network, and why not by mobilizing an “ambassador” for mass participation.

5. IMPLEMENTATION SCHEDULE

The service should start on March 3, 2025 and with a mission end date scheduled for October 15, 2026. The calendar dates and deliverables are subject to change.

6. BUDGET

The total amount estimated for this service is proposed by the service provider and must not exceed EUR 17,000. The selected service provider will cover all costs necessary to complete its mission. It is requested to make a detailed budget by deliverable.

7. PROCESSING OF OFFERS

7.1 Profile of the consultant(s)

● Academic training in the following fields: communication, marketing, advertising, public relations or journalism.
● Proven experience (3 to 5 years minimum) in the management of communication or awareness campaigns, in the realization of similar projects (distribution of press releases to local and international media, management of advertising campaigns on social networks, launch and animation of viral challenges or participatory online campaigns.
● Technical expertise in media relations, digital marketing, community engagement and budget management for the purchase of public spaces.
● Ability to work within short deadlines, responsiveness and flexibility.

● Good analytical and reporting skills.
● Knowledge of accessibility standards for communications.
● Experience in multicultural contexts: ideally in the Caribbean region or in island environments.
● Oral and written fluency in English and French.
● Experience with the Red Cross and Red Crescent Movement, and/or one of our partners is an asset.

7.2 Criteria for evaluating offers

● Quality/cost assessment: weighting of technical score (70%) / financial score (30%)
● Skills, experience and expertise of the service provider
● Capacity to carry out the service on time and availability over the required period
● Understanding and interpretation of the terms of reference (methodology and work schedule proposed with regard to the objectives to be achieved)
● Quality and relevance of the portfolio
● Consistency and relevance of the financial offer
● Sustainable development in the provision of the service (social, environmental dimension)
● Inclusive approach (professional integration of people with disabilities and inclusive design)