Global Long-Term Arrangements for Services for Comprehensive Design, Online Campaign Strategy and Multimedia Content Production Services

United Nations Children Fund – UNICEF

Deadline 4/9

The expected result from this solicitation process is to establish non-exclusive and open LTAS with pre-qualified institutions at pre-agreed broad terms to provide services in the area of comprehensive design and multimedia services to UNICEF country, regional and headquarters offices.

UNICEF is seeking to enter Long-Term Arrangements for Services (LTAS) with selected companies to provide inspiring, engaging, and impactful design, communications strategy, and campaign content production services. Ideal partners will bring a high design aesthetic, ambitious attention to detail, and a strong understanding of current audiences and how to reach them. The goal is to develop compelling briefs, innovative communication strategies, and powerful campaign content—both digital and print—that support UNICEF’s strategic priorities and moments across multiple channels.

The selection of the companies will be completed through a process of a combined evaluation of technical and financial proposals received.

1. DESCRIPTION OF SERVICES

The TOR covers 12 main service categories that can be contracted through the established LTASs.  Table 1 describes the 12 service categories, along with the key activities to be covered in each area. It aims to familiarize service providers with the types of actions that are expected to be performed under this LTAS. It also aims to facilitate the preparation of proposals by interested service providers as bids can be submitted directly responding to the requirements of one or more service areas.

Table 1: Service categories

Service Area		Key activities covered
1	General Graphic Design, Presentation, Publication and Layout	UNICEF has a wide range of needs for professional graphic design expertise. These include the preparation of graphics and editorial products for the general public, reports and briefs for practitioners, brochures and factsheets for policy makers, presentations for high level audiences and other products that advocate, inform and mobilize, using visually compelling and dynamic design that adheres to UNICEF brand guidelines. Graphic design expertise is also needed for wider organizational communication assets, such as iconography, infographics, poster design and custom graphics, among others.   Activities for which companies on LTAS with UNICEF under this Category might be retained include (but are not limited to): Design of reports, publications and knowledge products, from conceptualization of the design to execution and delivery of all agreed upon outputs, and in alignment with UNICEF Brand guidelines. These products might include extensive data requiring complex charts and diagrams, or lengthy tables, or include print and web versions that need to complement each other. Additional outputs may include: Language versions Digital or print versions Full length and condensed versions In the handover of these and all below examples, the company would be asked to provide original design files or template files. Design of supporting collateral such as brochures, invitations, pamphlets, flyers, posters, banners and signage for various events, meetings or campaigns. These may be on an ad hoc basis or may need to align with a wider creative approach or visual system that would be entrusted to the company to develop. Design of digital assets and templates, such as social media cards and graphics, website headers, newsletter templates, banner ads and evites. Design of presentation decks, which may include video components.
2	Visual Identity, Exhibits, Events	UNICEF offices may sometimes need a distinct visual identity for a specific initiative, or event or meeting. In addition to events and meetings, UNICEF offices may also have the opportunity to host an exhibit or immersive installation. For these needs or opportunities, companies with graphic design expertise are needed to create professional, impactful experiences that allow UNICEF to effectively communicate, advocate and engage audiences and stakeholders. Activities for which companies on LTAS with UNICEF under this Category might be retained include (but are not limited to): Investigation and research of the specific initiative’s theme and goals and presentation of creative directions for a visual identityPresentation of conceptsExecution and design of visual identity direction, including the roll-out of full suite of materials for the initiative (e.g. posters, print publications, iconography, digital backdrops, banners and signage, etc.)For exhibits and experiences: conceptualization of ideas, informed by space, audience, objectives, and key indicatorsPresentation of concept to stakeholdersExperience mapping and journey developmentDesign development and graphic productionOversight of fabrication processes and logistics Planning and project managementSupervision of any additional parties, such as event support, exhibit staff, et cetera. However, any standalone events management requirement will be managed through relevant existing LTAS.
3	Strategic Planning & Creative Ideation	Formulate data-informed creative strategies rooted in UNICEF’s key messages, goals, and audience insights. Translate strategy into compelling creative territories, campaign concepts, and hooks that resonate across global audiences. Participate in collaborative ideation sessions to develop innovative content tailored to defined demographics and regions.
4	Market Research & Audience Insights	Conduct and synthesize market research, social media trends, and platform analytics to shape strategic recommendations. Identify relevant consumer behaviors, content trends, and competitive insights to inform creative approaches.
5	Creative Development & Content Execution	Develop dynamic visual storytelling for a variety of content formats: short- and long-form video, photography, GIFs, reels, stories, carousels, and interactive digital experiences. Ensure all content is platform-specific (Instagram, TikTok, YouTube, X, LinkedIn, etc.) and optimized for audience engagement. Incorporate creative variations for multilingual needs, regional relevance, and accessibility standards.
6	Message Crafting & Inclusive Storytelling	Create compelling messages that are inclusive, culturally relevant, emotionally resonant, and aligned with UNICEF’s voice. Demonstrate global representation in creative content, casting, imagery, and narratives. Ensure alignment with UNICEF’s core values and ethical communication principles.
7	Design, Animation, and Visual Storytelling	Deliver high-quality visual and motion design, including 2D/3D animations, motion graphics, CGI, infographics, and illustration. Develop animated explainer videos and data visualizations that simplify complex ideas for broad audiences. Offer advanced capabilities (if available) such as immersive, interactive, conceptual, and volumetric capture.
8	Use of New Technologies and A.I.	Integrate AI-driven creative tools and personalization techniques responsibly and ethically. Propose future-ready and innovative storytelling solutions, including the use of generative design, real-time rendering, and audience-targeted content strategies. Adhere to UNICEF’s AI ethical guidelines in all conceptual and production phases.
9	Casting and Talent Management	Source and manage diverse global talent, including children and babies, with a strong commitment to representation and inclusion. Coordinate talent participation in UNICEF studio shoots in New York and/or other regions, respecting safeguarding protocols.
10	Content Distribution Support	Agencies should demonstrate experience in distributing purpose-driven content across diverse channels and audiences. Support the strategic distribution of long-form and multimedia content to maximize reach and impact through: Streaming Platforms: Secure placement on global and regional services and advice and implement marketing/PR strategies. Paid Media: Plan targeted digital campaigns to boost reach and engagement. Festivals: Submit to relevant film and photo festivals to increase visibility and manage submissions. TV Broadcast: Explore partnerships with local and international broadcasters. Alternative Media: Collaborate with international and independent outlets, magazines, podcasts, and youth-led platforms. Localization: Adapt and syndicate content for different markets and languages.
11	Performance Reporting and Analytics	Provide insights on content performance through regular reporting on reach, engagement, and impact. Support campaign optimization through iterative creative refinement based on performance data and audience behavior.
12	Data Visualization	UNICEF is dedicated to generating and disseminating consistent, credible data on children’s situations globally. With the advent of new data forms, advanced analytical tools, and AI capabilities, our capacity to produce valuable evidence has significantly increased. However, translating this critical information into impactful data visualizations is essential to effectively communicate with diverse audiences—from the general public to subject-matter experts. The objective of this Long-Term Agreement (LTA) is to secure a vendor capable of providing comprehensive data visualization services. This includes designing,  developing and maintaining various data visualization products that effectively communicate UNICEF’s data and insights to a wide range of audiences. Activities will include but not limited to:  Design, develop, and maintain interactive dashboards (e.g., Power BI, Tableau, D3) and comprehensive web-based data portals, all connected to live data for real-time insights and accessible data exploration across devices. Create engaging interactive charts, graphs, and specialized maps that enable dynamic data exploration and highlight geographical insights. Produce clear, shareable infographics, animated videos, GIFs, and advanced animated data visualizations to simplify complex data, communicate trends, and integrate compelling data storytelling into multimedia productions. Design and implement web-based campaigns that transform data into compelling narratives Develop innovative experiential installations for events, bringing data to life through immersive experiences.