| Overview : A. Background The UN Capital Development Fund (UNCDF) makes public and private finance work for the poor in the world’s 47 least developed countries. Created in February 2020, UNITLIFE is a new initiative of UNCDF exclusively dedicated to fighting chronic malnutrition. The first 1,000 days of a child’s life (through a women’s pregnancy and until the child’s second birthday) represent a critical period of growth and development. The rapid growth of their bodies and brains requires essential nutrients including protein, vitamins, and minerals. Children who do not receive the nutrients they need during this key development stage suffer from chronic malnutrition. The consequences of chronic malnutrition – a stunted growth, impaired brain development, and a weakened immune system - are largely irreversible, preventing children from reaching their full potential. Today, 1 in 5 children worldwide are chronically malnourished. Compared with their peers, they will battle to do well in school and will on average earn 20% less income as adults. In addition to the human tragedy, chronic malnutrition is an enormous obstacle to countries’ economic development. In Africa, where chronic malnutrition affects 1 in every 3 children, the cost of undernutrition is estimated at up to 16% of GDP in some countries. Despite affecting 144 million children worldwide, chronic malnutrition remains little known, and underfinanced. As part of its mandate, UNITLIFE aims to raise awareness about this disease and initiate a global citizen solidarity. UNITLIFE ambitions to launch a digital campaign, with an emphasis on the following geographical areas: France and Western Europe. Consequently, UNITLIFE is looking for a creative agency that will not only create a tailored and innovative concept, but also develop various elements of the campaign (images, videos, graphics, etc.) and deploy them. With a well-created and implemented digital campaign, UNITLIFE can fulfill its ambition to create a buzz and get a media coverage worldwide. As a result, both UNITLIFE and chronic malnutrition will gain in visibility, understanding and interest. B. Objectives of the digital campaign Create awareness about chronic malnutrition and its consequences Position UNITLIFE as an avantgarde startup UN initiative dedicated to fighting chronic malnutrition
C. Scope of work Concept Development: Create an innovative and unique campaign concept that carries one central construct/slogan to ensure that the campaign can cut through the many messages in the marketplace and make the messaging itself more effective. The concept shall differentiate UNITLIFE from the other UN entities as it is an avantgarde startup UN initiative. Campaign Messaging: Conduct quantitative and/or qualitative testing in markets to use the learning and your expertise to craft both top line and localized messages that can’t be ignored and that will convene people. Visual Content Development: Based on UNITLIFE’s brand, create visuals for the campaign and develop PSAs, including conceptualizing and then creating content that will help raise awareness about chronic malnutrition and UNITLIFE. Campaign Implementation: Develop a campaign’s calendar and support UNITLIFE in the implementation and reach of the campaign, through developing a press and social media strategies.
The campaign is expected to be digital only, unique and energizing that inspires and engages as many people as possible and that can be deployed in both English and French. Despite the gravity of chronic malnutrition and its consequences, the campaign should not be all about miserabilism and poverty but rather the campaign should show the opportunities / importance of investing in / financing chronic malnutrition programs. For UNITLIFE, it’s about saving the next generation, ensuring a more prosperous and healthier future can be reached for children. It’s also about empowering women and mothers, creating them an income so that they can lift their families and communities out of poverty. Finally, it’s about developing climate- smart and nutrition-sensitive agriculture. The ideal campaign will be 2- to 3-month long and will build a sustainable constituency that UNITLIFE will be able to engage when needed for advocacy and fund-raising purposes. In a nutshell, the campaign should be inspiring, unexpected, relevant, unifying, empowering and create an urge of global solidarity to fight chronic malnutrition. To conclude, this campaign would be the first campaign launched by UNITLIFE in this market and it will shape communications actions in the way forward. Therefore, it will be created in very close collaboration with UNITLIFE’s Secretariat. D. Expected Outputs, Target Completion and Location of Work The expected duration of the assignment is 3 months between March 2021 and May 2021. The creative agency is expected to undertake this assignment at their respective premises with regular brainstorm and sharing design meetings with UNCDF to be done virtually during office hours in Paris time zone. No facilities will be provided by UNCDF. E. Outputs and payment schedule a) The contract price for this assignment is a fixed output-based price regardless of extension of the specific duration if required by the Creative Agency and accepted by UNCDF. b) Payment will be made within 30 days from meeting the following conditions and will be structured as follows: Outputs | Percentage | Timing | At least two campaign concept proposals including the timeline and implementation plan submitted | 30% | Within 2 weeks of signing the contract | Campaign editorial content and visuals created | 50% | Within 6 weeks of signing the contract | Final report on the campaign results finalized & accepted | 20% | Within one month of the end of the campaign |
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G. Professional Qualifications of the Successful Contractor and its key personnel The request for proposals is open to entities that fulfil the prequalification criteria as specified below: At least 3-5 years of experience in developing and producing digital communication campaigns targeting the awareness raising, social and behavioral change Strong practice background in creative design using social media and digital channels Previous experience of working with UN agencies is an asset The proposed staff members should be holding a degree in relevant industry such as communication or marketing and be fluent in both English and French language. The project leader must have at least 5 years of experience running successful campaigns in France while the rest of the team should have at least 3 years of experience. Ideally, different profiles of the team should be complementary.
Submission deadline: 20 February 2021 New York time. Proposals must be submitted to email: elisa.desbordes-cisse@uncdf.org | 
