The programme should specifically address millennials (18-35 years old) and be sufficiently motivating to encourage them to consume more fruit and veg while being active and less sedentary. The action plan aims, via a promotional campaign, to provide them with useful information on their communication channels (including events) and to motivate them to “take action” in order to induce a sustainable change of behaviour.
The purpose of these specifications is to respond to a new European call for tender submitted to the European Commission for approval (REA - AGRIP MULTI AGRIP-MULTI-2022-IM-FRESH FRUIT AND VEGETABLES (Topic 4) positioned at a time that is conducive to the focus on physical activity (alongside the Paris 2024 Olympic Games).
The mission that will be entrusted with consists in coordinating the entire European programme. Particular attention should be paid to the temporality of the project, which should be part of the promotional and sporting momentum of the 2024 Olympics.
Areas of expertise expected within the framework of the project:
- Ability to coordinate the entire European programme, including the collection and consolidation of datas and indicators to be provided by the operational agencies that will be chosen by each country for operational and production aspects, namely:
o PR et e-PR (including influenceurs)
o Event
o Digital
o Purchase of media space and associated media production
o Declination of the graphic charter for each country
o Communication tools
The operators for each of these operational components in each of the 4 countries will be chosen in lots 3, 4, 5 and 6 to take into account local specificities.
- Organization of a launch event and a closing event of the programme (webinar organised in an emblematic place representing the 2024 Olympics) in English
The mission that you will be entrusted with consists in proposing a common strategic concept to millennials, capable of encouraging them to take action and make them change their behavior in the long term. Particular attention should be paid to the temporality of the project, which should be part of the promotionnal and sporting momentum of the 2024 Olympics.
Expertise expected: ability to propose a common strategic concept capable of carrying an informative media communication and promotion campaign that could be carried by ambassadors (athletes, influencers, etc.) and declinable in all the countries targeted, namely: France, Spain, Poland and Hungary (+ a version also requested in English).
To this end, the agency must produce the following elements:
o Creation of the graphic identity
o Production of a detailed graphic charter allowing all basic formats to be declined
o Provision of elements to partner agencies in each of the countries to allow them an optimal application of the programme tools.
The implementing body should ensure that all selected Work packages will be developed and adapted to the countries' specificities.
It will suggest specified plan of actions that can be settled in each partner’s country.
It will propose an evolving plan of actions from Year 1 to Year 3 with creative proposition but keep the same key messages
The implementing body should ensure that all selected Work packages will be developed and adapted to the countries' specificities.
It will suggest specified plan of actions that can be settled in each partner’s country.
It will propose an evolving plan of actions from Year 1 to Year 3 with creative proposition but keep the same key messages
The implementing body should ensure that all selected Work packages will be developed and adapted to the countries' specificities.
It will suggest specified plan of actions that can be settled in each partner’s country.
It will propose an evolving plan of actions from Year 1 to Year 3 with creative proposition but keep the same key messages
The implementing body should ensure that all selected Work packages will be developed and adapted to the countries' specificities.
It will suggest specified plan of actions that can be settled in each partner’s country.
It will propose an evolving plan of actions from Year 1 to Year 3 with creative proposition but keep the same key messages
To assess the programme, the work of the assessing body is divided in the two main following tasks:
PART 1
Evaluation of the ex post impact of programme communication actions an annual basis.
− Evaluation of each action and ongoing monitoring based on European indicators.
PART 2
Evaluation of the whole programme based on EC indicators and across the three years in the final year
− Measurement of the impacts and attainments of the programme objectives.
− Proposing organizations need an independent evaluation of the entire campaign in each country and a unified multi-country, cross-country evaluation.