Exploring communication techniques and messages for social impact

Estimated value excluding VAT: €300.000

Buyer: European Institute for Gender Equality (EIGE), Vilnius

Duration: 48 Months

Deadline for receipt of tenders: 24/03

Purpose: EIGE seeks to conclude a framework contract with company/ies capable of providing a wide range of services related to the strategic development of EIGE’s Communications Lab (Comms Lab) project including collection of evidence on effective communication around gender equality, building platform for exchange & learning, and development of recommendations. 

In the scope of this contract the Contracting authority intends to procure support services for the implementation of the Comms Lab project. The work implementing the activities under the Comms Lab project will cover the European Union. However, in some instances, relevant examples of communication for analysis may also include non-EU countries. Countries of interest for the project will be identified at the beginning of each year giving sufficient time for the contractor to establish connections in countries of interest for implementation of the project activities.  Gender equality communication, as well as the push back against gender equality, is a wide field. The Comms Lab project therefore narrows down the focus on specific topics, relating to EIGE’s priority topics as defined in the SPDs, to allow for a meaningful analysis and application of communication approaches. For each topic, the Comms Lab intends to apply several activities. The full duration of thematic activities might last 1-2 years. The topic of the first pilot cycle of activities selected in 2023 was gender-based violence and the activities of this topic took place mainly in 2024 and will continue in 2025. In parallel to finishing the activities of gender-based violence topic, a new thematic activity will start in 2025, analysing the topic relevant to EU Council Presidencies, EU policy priorities and EIGE’s research work.  Below we present a holistic picture of the overall Comms Lab project, detailing the different phases of project activities in one thematic cycle. 2-3 thematic project cycles might be implemented during the contractual period, each year up to 2 topics overlapping in different phases.  Not all activities will be subject to this framework contract.

Phase 1: Collecting Evidence

The aim is to understand the current conversations and perceptions of specific topic.

• Performing a global digital research / conversation analysis on social media to identify countries of interest for more in-depth analysis under the project. 

• Conducting quantitative and/or qualitative digital research in selected countries or regions. This could entail conversation analysis on social media, surveys, focus groups, interviews and other research methods. Preparation of analysis reports with recommendations, supported also by behavioural analytics. 

• Monitoring and analysing existing effective approaches in value-based persuasive communication for social change on a selected topic in all/or selected EU countries and/or internationally. Collecting and systematising of effective approaches in communication campaigns in EU countries, more in-depth analysis/comparison of shortlisted campaigns. Preparation of analysis reports with recommendations. 

• Organising workshop/s with key topic and communication experts, sharing the insights of collected evidence, exchanging experience and co-developing recommendations. 

• Summary report compiling the key recommendations for effective communication on the selected topic

Phase 2: Applying learnings to develop narratives/messaging 

• Based on recommendations, building a key messaging framework/messages on the selected topic for EIGE’s campaign and in support to the Agency’s key stakeholders. 

• Analysing and providing guidance on message/audience testing methodologies, consulting with stakeholders.

• Collecting insights and improving project recommendations based on results of message testing and interviews.  Phase 3: Sharing findings and creating a learning environment

• Developing user-friendly outputs to share the recommendations and learnings with key target audiences: policy-making bodies in EU and Member States; key civil society organisations, research organisations, media, journalists, and relevant public figures (opinion leaders).  

• Engaging with the above key target audiences to build capacity in most suited formats: webinars, interactive presentations, podcasts, blogs or similar.   

Throughout the duration of framework contract, the selected contractor may be requested to implement (annually):

• Strategic and methodological advice;

• 1 activity of monitoring and analysing communication campaigns on selected topic;

• 1-2 pieces of digital research / conversation analysis;

• Content and facilitation of 1-2 workshops and preparation of summary reports;

• 1-2 presentations of findings.