Consulting services for designing and implementing a national communication campaign in support of the rollout of upper secondary education reform within the LEARN Programme

REQUEST FOR EXPRESSIONS OF INTEREST (CONSULTING SERVICES - FIRMS SELECTION) Country: Ukraine Name of Project: Lifting Education Access and Resilience in Times of Need in Ukraine Program Grant No.: TF0C5794 Assignment Title: Consulting services for designing and implementing a national communication campaign in support of the rollout of upper secondary education reform within the LEARN Programme Reference No . (as per Procurement Plan): LEARN-2.1-COM Ukraine has received financing from the World Bank toward the cost of the Lifting Education Access and Resilience in Times of Need in Ukraine Program, and intends to apply part of the proceeds for consulting services. The consulting services (hereinafter - the Services) include the designing and implementing a nationwide communication campaign that: increases awareness and understanding of the upper secondary education reform; shifts public discourse toward student-centered outcomes, educational choice, and future opportunities; strengthens engagement of parents and students as key stakeholders; ensures consistent communication across national and regional levels; ensures communication is delivered through diverse and credible voices beyond central institutional channels. The Consultant is expected to provide the services over a period of approximately 13 calendar months, commencing in August 2026. The required objective of the Services must be achieved by the Consultant within the agreed program and in accordance with the Ukrainian legislation, the World Bank's policies and rules and requirements of the Terms of Reference (TOR), which is attached. Ministry of Education and Science of Ukraine (hereinafter - Client/MOES) now invites eligible consulting firms (hereinafter - Consultants) to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services. The evaluation of the expressions of interest provided by the Consultants will be carried out based on the following criteria: 1. Company qualifications & general experience (max. 30 pts) 1.1. General requirements (Pass / Fail) 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 requirement (Pass / Fail) A total annual turnover of at least USD 150,000 over last 3 fiscal years. Availability of supporting documents (ownership structure, financial statements, audit reports, etc.) confirming compliance. 1.2. Nationwide communication/media campaigns (mandatory) (max. 13 pts) 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). Contractors 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). 1.3. Multi-stakeholder management (mandatory) (max. 7 pts) Demonstrated ability to design and deliver campaigns in multi-stakeholder environments, involving: government bodies; educational institutions; media partners; private sector and/or civil society organisations. 1.4. Experience with international and public-sector clients (mandatory) (max. 5 pts) Experience working with: international organisations; donor-funded programmes; government institutions in Ukraine or comparable contexts. In case of experience in the role of a member of a past JVCA and/or Subconsultant, the experience and amount will be determined based on the Consultant's share and responsibility in the past JVCA or the amount of the Subconsultant's contract. 1.5. Recognised excellence and awards (max. 3 pts) Presence of Effie Awards or other recognised national or international awards will be considered an advantage. 1.6. References (mandatory) (max. 2 pts) A minimum of three (3) reference letters from previous clients, preferably including: Ukrainian ministries or government institutions; international partners or donors. 2. Thematic & sectoral experience (max. 25 pts) 2.1. Experience in projects related to (max. 10 pts): education and school reform; youth engagement; public awareness or behaviour change communication; social impact campaigns 2.2. W ill be considered a strong advantage, particularly where campaigns involved (max. 9 pts): explaining complex reforms or policies; working with parents, students or local communities; addressing trust-sensitive topics. 2.3. Decentralized and regional communication (advantageous) (max. 6 pts): Demonstrated experience in: working with regional media; collaboration with local stakeholders; engagement of micro-influencers or community-based creators; implementation of distributed communication approaches beyond central institutional channels 3. Content production capacity ( max. 25 pts) 3.1. Video production (main + short formats) (max. 8 pts) 3.2. Social media & digital content (max. 7 pts) 3.3. Audio & OOH (max. 5 pts) 3.4. Regional info packs & micro-influencer approach (max. 5 pts) 4. Team composition (max. 20 pts) 4.1. Minimum expected staff inputs Key Experts: Team Leader / Project Director Strategy Lead Creative Director / Art Director Media Lead M&E / Research Lead Supporting Staff: producers, coordinators designers, editors, copywriters PR, SMM, media specialists At the stage of evaluating submitt