The Federal Office for Family and Civil Society Tasks (BAfZA) intends to continue and conceptual further develop an information and publicity campaign by means of a negotiated procedure with participation competition in accordance with Section 14 (3) No. 3 VgV to further publicize the nationwide aid telephone against violence Forgive women.
For more information, please refer to the tender documents.
Tasks and services of the agency
We are looking for a full-service agency that is able to perform the following tasks and services, taking into account the explanations described above and the objectives set out in III of the service description as well as the available budget. This includes, on the one hand, completely new (A) and continuing (B) cautiously and ambitonically tasks. Additional suggestions for the expected performance are expressly welcome.
A. New tasks
On the 10th anniversary of the “Violence against Women” help telephone in 2023
- Conception and implementation of a special anniversary event in 2023 (in consultation with the Federal Ministry for Family Affairs)
- Conception and implementation of a special anniversary brochure that also contains the annual statistics/annual report 2022. The brochure is primarily aimed at partners and stakeholders. It is scheduled to be published in 2023.
- Development of a new campaign commercial (TV, online, cinema, etc.)
- Conception of a completely new website, taking into account search engine optimization and EU guidelines for barrier-free access to offers of public bodies. Planned relaunch: 2023
Note:
The website www.hilfetelefon.de is hosted by the Federal Office. For data protection reasons, programming and maintenance can only be done by the Federal Office. Setting up a new page requires extremely close planning and coordination between the agency and the BaFZA's IT department.
B. Further tasks
1. Corporate design/current campaigns
- The current corporate design remains the same (CD manual available).
- The involvement campaign published in 2021 “Get active: dial number! “with one key visual, one poster without and five posters with portraits of women, as well as various materials derived from them, will continue to be used.
- The awareness campaign “But now I'm talking” developed in 2018 with 8 posters, radio and campaign commercial as well as the materials derived from it will remain in use until November 2023 (only the rights to the campaign spot expire in November 2022). A follow-up campaign must be developed in 2023.
2. PR campaign/highlight
Further development and implementation of the annual, large-scale so-called participation campaign under the umbrella of the brand “We Break the Silence” (#schweigenbrechen) for the International Day Against Violence Against Women on November 25 (2022 and 2023).
Since 2014, the campaign has been calling on people nationwide every year around November 25 to send a clear signal against violence against women, to show solidarity with the affected women and to point out the advice offered by the help telephone, e.g. with selfies with the telephone number of the help telephone and share pics in the Social media and own activities on site (distributing information material, poster campaigns, raising flags, bridge banners, information stands, bus stickers, etc.).
From year to year, more celebrities, influencers, politicians, municipalities, women's counselling centres and many more committed people are taking part throughout Germany, who, with their reach, ensure that the help telephone is even better known.
A new conceptual approach is expressly desired.
3. advertising/distribution
Creation of a concept for balanced, target group-specific online and offline advertising (women of all ages, in cities and in the countryside, etc.). This includes:
- Planning and implementation of suitable measures as part of a cross-channel “omnichannel” approach in order to further promote the current campaigns to the public
- Continuation and optimization of existing media measures in the area of digital marketing (Google Ads, social ads, online banners, etc.)
- Planning, management and implementation of all media connections (costs for media connections must also be taken into account)
- Advice and concrete suggestions for innovations in the field of industry-appropriate media channels suitable for the help telephone
- In the medium term: Acquisition of events (e.g. specialist congresses in the health sector) for the distribution of information and advertising materials
Note:
Information materials are usually sent via the BaFZA (orders can be placed online at www.hilfetelefon.de). Logistical support from the agency in packaging and shipping materials may be required for larger campaigns.
4. Cooperations
Collaborations have a high priority in the public relations work of the “Violence against Women” help telephone. In particular, the original help telephone partners with their diverse potentials and possibilities must be sensibly involved. These primarily include the federal government, the federal states and the municipalities (in particular the municipal equal opportunity officers), specialist and professional associations, e.g. from the health sector (Federal Association of Gynaecologists), and umbrella associations and institutions of the nationwide women's support system for women affected by violence on site. In view of relatively scarce resources, the help phone is also particularly dependent on partners and multipliers who support the promotion of the help phone with their own campaigns, advertising and sponsorship measures. Cooperations with a broad impact and reach are particularly interesting in this regard.
- Development and implementation of a cooperation partner concept for partner retention and acquisition. This includes:
- Maintaining the existing partner distribution list with around 400 contacts
- The regular activation and integration of cooperation partners in the campaign
- The expansion of the existing cooperation partner network (from premium to bronze partners)
- The acquisition and establishment of new collaborations with premium partners such as companies and associations that achieve a broad public advertising impact
- Responding to cooperation requests of all types and sizes
- The development and implementation of sponsorship measures. This includes:
- Maintaining existing sponsoring partners
- The expansion of sponsorship services
Note:
As a federal authority, the BaFZA is bound by the federal government's sponsorship guidelines. This states, among other things, that sponsoring is generally subject to approval, and services must be made transparent. Only monetary support without consideration may be accepted (no income in the sense of a donation!).
5. Online communication
- Support and optimization of existing social media channels (Facebook, Twitter, Instagram, YouTube): creating editorial plans, text and image editing, community management
- Support and continuation of hosting via third-party providers of the website www.hintertueren.de
6th creation
- Graphic services of all kinds: creation/adaptation of online media and print products such as advertisements, GIFs, sharepics, adaptation of materials for partners, etc.
Information and promotional materials
- Ongoing (re) production of existing and new information and advertising materials
- Annual review of the status quo and, if necessary, update the materials
- Advice on new formats: concrete suggestions for innovations in the field of information materials and advertising material/giveaways
Note:
In production, the federal government's criteria for sustainability and climate friendliness must be met. Compliance with the relevant regulations is required.
7th editorial
- Creation of a content strategy and definition of key topics per quarter
- The target group-appropriate and channel-specific editing of texts, print and online (website, social media, annual report, contributions in external publications, etc.)
- Support in the creation of the newsletter (topic research, text editing, image, etc.)
- Image editing (photo research and purchase)
- Translation into foreign languages and easy language
- Creation of barrier-free documents for digital use. (The Federal Office is obliged to ensure consistent accessibility in accordance with BITV 2.0.)
Note:
Since the “Violence against Women” help line is aimed in particular at refugee women and women with a migration background as well as women with disabilities or disabilities, an inclusive approach and multilingualism, where necessary, must be ensured throughout the campaign design.
8. Press work
- Actively addressing the press on possibly occasions, PR campaigns, etc.
- Writing (and sending) press releases, press releases, interview templates, etc.
- Maintenance and continuous expansion of the media distributor
9. Reporting obligations
- Preparation of meeting minutes, which are binding as a legally binding basis for the further processing of projects.
- Preparation and submission of 14-day status reports on the state of planning and implementation (including KPIs)
- Preparation of quarterly financial status reports
- Preparation of quarterly sponsorship reports on the sponsorship services provided
- Preparation of a final report for the entire duration for the purpose of evaluating the measures implemented (both quantitatively and qualitatively)
10 Monitoring
- As part of the campaign, a corresponding impact monitoring of the measures must be carried out continuously and reported to the client on a quarterly basis (KPIs per task using a suitable tool, e.g. a dashboard, etc.).
11. Evaluation
- Creation and implementation of an adequate measurement tool to determine the level of awareness of the violence against women help telephone