The Info-communications Media Development Authority (IMDA), on behalf of the Media Literacy Council, has called for a tender to conceptualise, plan and implement an integrated national campaign for the "Better Internet Campaigns" 2019 and 2020, according to Gebiz.
The appointment is for a period of 32 months, with an option to renew the period by up to six months. The option to renew shall be exercised by IMDA one month before the expiry of the contract period. In a tender document seen by Marketing, the appointed contractor will be responsible for ensuring consistent branding across all the campaign assets, such as brochures, social media content and posters, to name a few.
The key objective of the Better Internet Campaign is to raise awareness and generate discussions about safe and responsible online behaviour by stimulating high recall of and high engagement rates for the campaign message. The campaign should take a comprehensive and integrated approach that encompasses storytelling, public education and engagement, and partnerships and collaborations with "like-minded" organisations and individuals.
Apart from campaign developments and executions, the agency will be required to assist IMDA in ongoing media engagement efforts which include development of a public relations strategy. This also includes the requirement to identify, manage and implement social influencers and blogger engagements. Moreover, the contractor will be required to conduct monitoring of local mainstream and online media outlets and submit a monthly media report.
In addition, campaign resources and assets should reinforce campaign messages, and be disseminated via digital and offline touchpoints in a variety of formats or platforms, while customised for mass audiences as well as specific target stakeholder groups.