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Request for Proposals: Media Relations and Award Nominations for UPLIFT Digital Educational Campaign



JA Europe is the largest organisation in Europe dedicated to preparing young people for employment and entrepreneurship. JA Europe is a member of JA Worldwide® which for 100 years has delivered hands on, experiential learning in entrepreneurship, work readiness and financial literacy. JA creates pathways for employability, job creation and financial success. Together we work in 41 countries in Europe, offering 4 million learning experiences every year in core programmes and inspiring millions more through online events and activities.

The UPLIFT Project

JA Europe and UNICEF, the United Nations Children’s Fund, launched in August 2022 a new partnership to support young Ukrainian refugees across Europe.

The partnership, called UPLIFT Youth, aims to equip the most vulnerable youth and adolescents who arrived from Ukraine to neighbouring countries, with the skillset and mindset to build thriving communities. The local youths are also part of the project, to foster integration and social cohesion among young people, while also giving them a chance to transition from learning to earning.

12 JA organisations are taking part in the project - Bulgaria, Czech Republic, Estonia, Germany, Hungary, Latvia, Lithuania, Moldova, Poland, Romania, Slovakia, and Turkey.

By combining their expertise and experience, UNICEF and JA Europe aim to increase youth engagement, participation and resilience, contributing to an improved youth employability, a competitive labour force, sustained economic growth and vibrant civil societies in Europe.

The Digital Educational Campaign

As part of this project, JA Europe and UNICEF, together with a digital marketing agency, developed and rolled out a digital educational campaign through social media, with the involvement of influencers and ambassadors, for 500,000 youth and adolescents to engage with JA educational programmes and content.

The campaign, still ongoing, has led so far to:

  • The recruitment of 35 Ukrainian and non-Ukrainian influencers
  • The creation and publication of 40+ pieces of content
  • The creation of an Instagram community
  • The revamp of a learning platform

Scope of Work

JA Europe is looking for an external agency or (team of) consultant (s) who will help us to raise awareness about the campaign we built together with UNICEF to support young Ukrainians and Europeans.

The agency shall support with the following:

  • Awards applications:
    • Apply for minimum 5 awards: Map out and select opportunities to apply for awards to showcase the collaboration between JA Europe and UNICEF, and the outcomes of the campaign; Build the applications for awards;
  • Media relations:
    • Deliver minimum 10 media and PR opportunities with top-tier European outlets (BBC, the Financial Times and the like) where UNICEF, JA Europe, and the results of the campaign will be showcased (including briefing, speaking points).

Timeline of Project and Budget

JA Europe is looking for support for a period of 7 months between November 2023 and May 2024.  The total budget available for the implementation of this project is 40,000 Euros (VAT excluded).

Indicative implementation timeline:

  • PR campaign strategy and plan (November 2023)
  • Award mapping and selection (November 2023)
  • Launch of media activities (December 2023-May 2024)
  • Building case and application awards (December 2023-May 2024)
  • Final report on results achieved (31 May 2024)

RFP Timing

  • Launch of the Request for Proposals: 18 September
  • Deadline for proposals submissions: 18 October 2023
  • Presentation of proposals (1,5 hrs max): 23 and 24 October 2023
  • Contract Award / Notification of unsuccessful bidders: 27 October 2023
  • Start of the collaboration: 2 November 2023

Elements of Proposal

A submission must, at a minimum, include the following elements:

  • Description of the company including a general overview, names of team members and credentials of the team.
  • A presentation (maximum 15 slides) outlining the agency’s strategy to deliver on the above-mentioned objectives, its strengths and distinguishing skills or capabilities as they might relate to this offer. Clear and measurable KPIs of success must be included in the proposal.
  • A list of the 5 most relevant experiences to this offer and a contact reference for at least 3 of them.
  • A project timeline.
  • A financial proposal.

Evaluation Criteria

The successful respondent will demonstrate:

  • Demonstrated experience in designing and implementing successful pan-European communications campaign.
  • Experience and past successes
  • The relevant education, experience, knowledge, skills and qualifications of the organisation as well as individuals who will be assigned to provide these services.

Respondents to this RFP are invited to submit their proposal by 18 October 17:00 CEST. All proposals should be sent to JA Europe: offers@jaeurope.org and be clearly marked “RFP – UPLIFT PR and award campaign 2024”. For further information or questions please contact Head of Marketing and Development Sophie Norman sophie@jaeurope.org.

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