Services of Creative Agency: Developing Climate Finance for Asia Campaign

Terms of Reference

Services of Creative Agency: Developing Climate Finance for Asia Campaign

1. INTRODUCTION:

Oxfam in Asia is seeking the services of creative agency/consulting firm skilled in campaign design to develop a climate finance in Asia campaign and has experience of working with the development sector.

Oxfam is a global movement of people who are fighting inequality to end poverty and injustice. Across regions, from the local to the global, we work with people to bring change that lasts. Our work is grounded in the commitment to the universality of human rights. Driven by diversity and founding our asks in evidence and experience, we take sides against poverty and injustice everywhere. Feminist approaches guide all our analysis, action and interaction.

The campaign will focus on raising awareness and drive action on climate finance. This campaign builds upon the momentum of the Oxfam’s global “Make Rich Polluters Pay” campaign, demanding that rich countries, corporations and individuals take responsibility for the climate crisis they have disproportionately caused.

For the year 2024, the campaign will focus on exposing the massive gap between the available climate finance and the needs of the people around Asia suffering due to the impacts of climate change, and demand for adequate, equitable and just climate finance. This will build on the ongoing work of Oxfam in Asia around climate justice across the region.

For more than three decades, rich polluters have differed their responsibility to pay up for the climate finance they owe to developing countries and communities in Asia that have contributed the least but are experiencing the worst impacts of climate change. It’s time that women, girls, and other minorities facing the heightened risks of climate crisis get adequate compensation so that they can build resilience and realize a renewable and just future.

2. OBJECTIVES:

• Increase public understanding in Asia about climate finance its role in addressing climate crisis.
• Encourage citizens in Asia to engage with the issue and demand climate justice from their own governments.
• Generate 20,000 petition signs-ups on the campaign.

3. SCOPE OF THE WORK:

The selected creative agency will work collaboratively with Oxfam to develop and execute a comprehensive campaign for the “Climate Finance for Asia” initiative. This will include:

• Campaign Brand design

• Propose a color palette that aligns with the global “Make Rich Polluters Pay” campaign while potentially incorporating additional colors or shades that resonate with Asian audiences.
• Suggest fonts that complement the existing Oxfam brand guidelines and are visually consistent with the global campaign’s typography.
• Develop a campaign style guide that documents all the approved visual identity elements, including color palette, typography, iconography, image style, and any regional variations. This will ensure consistent application of the campaign visuals across all materials.
• Develop a campaign kit – with design for event collaterals like diaries, pen, bags and T-shirts.

• Messaging Development

• Develop key messages that resonate with Asian audiences (Nepal, Philippines, Indonesia, Cambodia, Laos, Vietnam, Bangladesh, India) regarding climate finance and the responsibility of developed nations.
• Develop Campaign tagline.
• Design campaign call to action.
• Work with country and Asia communication team to gather case studies from the existing repository of content.
• Craft compelling and informative narratives that explain the complexities of climate finance in a clear and accessible manner.

• Content Creation:

• Design and develop engaging social media content (e.g., images, infographics, videos/reels, animations) for various platforms (Facebook, Instagram, Twitter) tailored to specific Asian markets.
• 1 minute campaign film
• Use existing Oxfam content and/or buy visuals with global license to create videos.
• Develop illustrations and digital stickers to attract young people to the campaign.
• Ensure content incorporates strong calls to action that encourage viewers to engage with the campaign and hold wealthy nations accountable.
• Ensure it aligns with Oxfam values, tone of voice and brand guidelines.
• Provide translation services of the content in 3 languages (to be decided) apart from English.

• Campaign Strategy: (plans to be shared, roll out by Oxfam team)

• Provide strategic recommendations on social media platform utilization and content rollout schedule, with a focus on building momentum towards the launch and sustaining engagement throughout the campaign period (until April 2025).
• Suggest paid promotion tactics and plans for the duration of the campaign.
• Ensure the strategy leads supporters to sign the campaign petition.

• Campaign Page & Sign-ups:

• Support Oxfam team is designing and launching a campaign petition page on Oxfam in Asia website.
• Create website banner and other supporting designs for the campaign page.
• Build a supporter journey and design thank you emailers to petition signers.

4. KEY DELIVERABLES

• Provide two campaign messaging options with design styles for Oxfam team to select from.
• A detailed social media campaign strategy document outlining platform usage, content calendar (including pre-launch activities), and a timeline aligned with the campaign period.
• 1 minute campaign film (no shoot required- concept film) and 10 short (15-30 second) videos for social media platforms.
• Design for a pack of 30 free-to-use brand digital stickers to be used on messenger platforms like Facebook Messenger, WhatsApp, Telegram, Viber.
• Social media: 20 graphics which can be a combination of concept illustrations, explainer posts, Quiz, meme or other creative form of content design.
• Merchandise designs: 5 campaign promotional material designs for printing– Bag, T-shirt, magnet and cup. (the agency is not required to print these)
• Campaign Page: Design the campaign page visual elements- 4 banners, and 3 infographics. The page will be set up by Oxfam team.
• Content will be delivered in formats optimized for each platform (e.g., Facebook, Instagram, Twitter, TikTok, YouTube) with specifications including preferred image size and video length range (e.g., infographics: 1080×1080 px, videos: 15-30 seconds).
• Campaign brand style guide (colour, fonts, custom icons) that aligns with the global “Make Rich Polluters Pay” campaign while potentially incorporating additional colors or shades that resonate with Asian audiences.
• Regular reports on campaign performance and audience engagement, including influencer analytics.
• Project competition report post completion of the campaign.

5. TIMELINE:

The contract period for this assignment will be six months from the date of commission- between September 2024 to February 2025

6. KEY COMPETENCIES / REQUIREMENTS

• Proven experience in developing and executing successful social media campaigns on impact issues, particularly in the Asia region.
• A strong understanding of the climate crisis and the issue of climate finance.
• Expertise in creating culturally sensitive and impactful messaging that resonates with diverse Asian audiences.
• A creative team with experience in developing visually engaging content for social media platforms.
• Experience in influencer marketing and management.
• Excellent communication and collaboration skills to work effectively with the Oxfam team.

7. IMPORTANT NOTES

• The selected candidate will report to the Asia Media and Communication lead at Oxfam.
• Oxfam in Asia will have the right to use the communication products whilst attributing the consultant’s credit as deemed necessary.
• All the deliverables need to be approved by the project team before being finalized.
• The agency/firm will seek the team’s feedback and incorporate it to improve the quality of the deliverable. Oxfam has the right to suggest changes to the deliverables at any time during the period of this consultancy.
• All content produced will be a property of Oxfam and may not be used for other commercial purposes without permission.
• The firm/agency will work in close collaboration with Oxfam’s Communications team to ensure delivery of the required products on pre-defined standards, using Oxfam’s branding guidelines. The final products will be subject to approval by Oxfam.

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8. PROCEDURE FOR SUBMISSION

Interested agencies must submit a proposal that includes:

• Agency profile and relevant experience working on social media campaigns in Asia.
• A brief case study showcasing past work on a similar social justice issue.
• A creative pitch outlining the agency’s approach to developing the “Climate Finance for Asia” campaign, including ideas for proposed messaging and content style. Please ensure it is not more than 4 slides of a PPT or two pages of a document.
• Financial Quotation (all-inclusive budget)
• References from previous clients.

Shortlisted agencies will be invited to discuss their proposals with the Oxfam team. During this meeting, Oxfam will further share its plans.

CONTACT INFORMATION

For any questions or clarifications, please contact:
Himanshi Matta, Asia Media & Comms Lead, [email protected]