Development and implementation of a nationwide communication initiative aimed at increasing student engagement and societal recognition of STEM programs in higher education institutions

REQUEST FOR EXPRESSIONS OF INTEREST (CONSULTING SERVICES - FIRMS SELECTION) UKRAINE Country: Ukraine Project: "Lifting Education Access and Resilience in times of Need in Ukraine Program" Loan №: 9238-UA Project №: P171050 Assignment Title: Consulting services for the development and implementation of a nationwide communication initiative aimed at increasing student engagement and societal recognition of STEM programs in higher education institutions Contract Package ID: № MOES-C1-COM-07 Ukraine and the International Bank for Reconstruction and Development (the World Bank) have signed Loan Agreement No. 9238-UA of US$200 million for the Project " Ukraine Improving Higher Education for Results Project " (hereinafter referred to as the Project). The Project is implemented in Ukraine by the Ministry of Education and Science of Ukraine (MoES) with the support of the World Bank Group. The Project implementation period is 2021-2026. The Project Development Objective (PDO) is to improve efficiency, conditions for quality, and transparency in the higher education system of Ukraine. The Ministry of Education and Science, together with the World Bank and other partners, is working to increase STEM capacity in schools, TVETs, and higher education institutions. Yet, a targeted communication campaign is urgently needed to raise awareness about STEM's broad importance, emphasizing the empowerment and inclusion of girls and young women in STEM, while addressing both male and female students, to foster a diverse and innovative future workforce. The Ministry of Education and Science intends to use part of the proceeds for consulting services, for which this REoI has been issued. Consulting services (hereinafter referred to as "Services") include: development and implementation of a nationwide communication initiative aimed at increasing student engagement and societal recognition of STEM programs in higher education institutions. The Services are expected for a period of 8 months since a date of contract signing. Detailed information regarding the provision of the specified Services is provided in the Terms of Reference (hereinafter referred to as "TOR"), which is attached. The Ministry of Education and Science of Ukraine (hereinafter referred to as the "Client") invites qualified consulting companies (hereinafter referred to as "Consultants") to express their interest in providing the specified Services. Interested Consultants must provide information that confirms their qualifications and experience required to perform the Services. The evaluation of the expressions of interest provided by the Consultants will be carried out based on the following criteria: General Requirements The Consultant must be a legal entity registered in accordance with the legislation of their country of incorporation. Must have been in operation for at least seven (7) years. May apply as a single legal entity or a consortium/joint venture of affiliated companies. Financial Stability Requirements The Consultant must have a total turnover of at least USD 300,000 over the past three (3) fiscal years. The Consultant must be able to provide documentation confirming financial stability and organizational structure (e.g., ownership documents, financial statements, audit reports, etc.). Relevant Experience in Nationwide communication/media campaigns Proven track record of designing and implementing at least three nationwide communication, information and awareness campaigns over the past seven (7) years . Each of the submitted campaigns shall have: a minimum duration of 12 months ; country-wide coverage (national TV / radio and/or digital and OOH presence across multiple regions of Ukraine); clearly defined objectives and documented achievement of key results (e.g. reach, awareness, behaviour or perception change, or other agreed KPIs). Consultants must submit documentation for at least three such approved nationwide campaigns, including short case descriptions (objectives, target groups, main channels, duration, KPIs and achieved results) and evidence (e.g. links, screenshots, summary reports). Evidence-based communication campaigns Demonstrated experience in designing and delivering communication or social marketing campaigns that are explicitly based on research and monitored through follow-up measurements. Consultants shall provide examples of at least three assignments where: baseline or formative research (e.g. surveys, focus groups, analytics) was used to inform campaign strategy and creative development; and changes in awareness, attitudes and/or behaviours were assessed through endline or follow-up research, with documented results. Multi-stakeholder management Demonstrated ability to design and deliver campaigns in multi-stakeholder environments , involving government bodies, educational institutions, private sector partners, media and/or civil society organisations. Experience with international and public-sector clients (mandatory) Experience working with international organisations, donor-funded programmes, or government institutions in Ukraine or comparable contexts. Thematic experience (advantageous) Experience in projects related to the promotion of STEM specialties, education, youth engagement, innovation or workforce development will be considered a strong advantage. References (mandatory) A minimum of five (5) reference letters from previous clients, preferably including: Ukrainian ministries or government institutions, and/or international partners, donors or development organisations. Reference letters should confirm satisfactory completion of comparable communication / media assignments and the achievement of agreed objectives. Recognised excellence and awards (advantageous) Presence of Effie Awards (Ukrainian or international) in the agency's portfolio and/or other recognised national or international awards for communication / media campaigns will be considered a