PR12685141 02 PWS AML Campaign Final.docx

Performance Work Statement (PWS)

Performance Work Statement (PWS)

DATE: June 17, 2024

PR NUMBER: PR12685141

TIITLE: 35/AQM/GAPP AML Awareness Campaign

REQUESTING OFFICE: INL ROL

RECIPIENT: INL ROL

General Description

a. Background (introduction):

To effectively combat money laundering (ML) and financing of terrorism (FT), a comprehensive strategy is required to strengthen the prevention, detection, investigation and sanctions of these phenomena. In recent years, the Colombian State has focused its efforts on training programs aimed at increasing the tools and knowledge of the authorities in charge of this matter, to whom it corresponds: i) law enforcement, ii) intelligence work, and iii) acting as judges and prosecutors involved in money laundering and Non conviction asset forfeiture proceedings. One of the fields that has not been sufficiently developed is public policies for f promoting and fostering strategies for a culture of legality in the prevention of money laundering and the financing of terrorism.

In recent years, only two national campaigns on money laundering prevention and a culture of legality have been identified. The first one dates back to 2011 and was carried out in alliance between the public and private sectors (Vice-Presidency of the Republic, UIAF and Asobancaria). The purpose of this campaign was to raise awareness among the public about the crime of "frontman", through a simple description of this conduct, where the consequences of committing this crime were clearly and precisely pointed out.

Later, in 2012, the second campaign was carried out within the framework of the Responsible and Safe Business Program - RSB - of the United Nations Office on Drugs and Crime - UNODC. This second campaign had a great impact among citizens, due to the ethical burden of advertising, because of the participation of a girl who confronted an adult for selling printers at half price, without apparent cause, informing that it could incur in crimes of money laundering, financing of terrorism or smuggling. The strategy surprised public opinion to such an extent that ten years after being presented on radio and television, it has been fixed and is still engraved in the memory of many citizens.

b. Scope or summary:

The main objective of the campaign for a culture of legality and prevention of money laundering and financing of terrorism - ML/FT is to raise public awareness of these phenomena, as well as to publicize their effects in the social, political, legal, economic, and cultural spheres. It is also expected that the campaign, with a national and regional focus, will prioritize the Designated Non-Financial Activities and Professions (DNFBPs), which include sectors such as lawyers, accountants, dealers in precious stones and metals, gold traders, real estate agents and gambling.

Summary of Requirements The main objective of this campaign for a culture of legality and prevention of money laundering and financing of terrorism - ML/FT is to raise public awareness of these phenomena, as well as to publicize their effects in the social, political, legal, economic, and cultural spheres.

It is expected that this initiative will achieve:

· A 30% increase in the number of complaints filed in the UIAF's "Infórmenos" channel by citizens from all over the country.

· A 30% increase in the number of complaints filed in the UIAF's "Infórmenos" channel by the inhabitants of the 10 departments and 11 territorial entities selected for this campaign.

· A 30% increase in the number of Suspicious Transaction Reports (STRs), with special emphasis on Designated Non-Financial Businesses and Professions (DNFBPs).

As Specific objectives the campaign should consider:

I) National Approach

· Increase citizens' awareness, at the national level, of the risk signs of illicit activities related to money laundering and the importance of reporting them in a timely manner to the corresponding authorities.

· Strengthen citizens' understanding, at the national level, of the crime of money laundering and its legal consequences, as a deterrent for those who are thinking of getting involved in these illicit activities.

· Encourage citizens to report through the UIAF's "Inform us" link when they become aware of any illicit activity or suspicious operation.

II) Territorial approach:

· Create public awareness among citizens about the implications of money laundering and terrorist financing on the economy, politics and society as a whole. This campaign is expected to focus on 10 departments and 11 territorial entities, questioning the inhabitants of each region about the main money laundering crimes that affect their region.

· Increase citizens' awareness, in the selected departments and territorial entities, of the risk signs of illicit activities related to money laundering and the importance of reporting them in a timely manner through the means available for this purpose.

· Strengthen the understanding of citizens, in the selected departments and territorial entities, about the crime of money laundering and its legal consequences, as a deterrent for those who are thinking of getting involved in these illicit activities.

It is also expected that the campaign, with a national and regional focus, will prioritize the Designated Non-Financial Activities and Professions (DNFBPs), which include sectors such as lawyers, accountants, dealers in precious stones and metals, gold traders, real estate agents and gambling.

Period and Deliverables or End Products

(A) Period of Performance: It is expected that during 2024 - 2025 the campaigns with national and regional focus will be produced and disseminated.

(B) Deliverables It is expected to produce and disseminate a comprehensive campaign to promote a culture of legality and prevention of money laundering and financing of terrorism, focused on the following areas:

I) Campaign with a national focus: It will seek to raise public awareness of the importance of understanding and combating these illicit practices, highlighting their negative consequences on the stability and security of the country. Various means of communication, both traditional and digital, will be used to reach a wide audience and promote the active participation of society in the prevention and reporting of these crimes. Through clear and accessible messages, civic commitment and citizen collaboration in the fight against money laundering and the financing of terrorism will be encouraged, thus contributing to strengthen the social fabric and protect the fundamental values of the Nation.

II) Campaign with a territorial approach: It will seek to highlight how these crimes not only impact in economic and financial terms, but also have profound consequences on the social fabric, political stability, the legal system, and the cultural wealth of communities. This initiative seeks not only to inform about the risks and consequences of these illicit practices, but also to encourage greater citizen participation in the prevention and reporting of these crimes.

It is also expected that the campaign with a national and regional focus will prioritize Designated Non-Financial Businesses and Professions - DNFBPs.

(C) Delivery Schedule For each of the campaigns, the following phases are envisaged:

I) First phase: Production of the campaign.

Maximum duration: 6 months from the signing of the contract with the specialized company(ies). During this period, the following activities will be carried out:

a) Development of the creative concept: the marketing company is expected to generate creative and original ideas that capture the attention of the target audience and convey the desired message of the national and regional campaign to be carried out. The marketing company is expected to have an educator and a specialist in the prevention and fight against money laundering and financing of terrorism within its team.

b) Production of advertising materials: creation of various advertising materials, such as visual, print and digital media ads, promotional videos, images for social networks, talks, etc.

c) Planning of marketing strategies: elaboration of a detailed plan for the dissemination of the campaign. This may include the selection of appropriate distribution channels, scheduling of social media posts, promotional events, among others.

d) Resource management and timeline: the contracted marketing company is expected to present a plan to efficiently manage the resources required for the production of the campaign, as well as a clear timeline with deadlines for each stage of the process.

II) Second phase: Launch of the campaign at national and regional level.

Maximum duration: 3 months from the completion of First Phase. During this period, the following activities will be carried out:

a) Planning the launch event: plan and organize two launch events, one in Bogota and the other in the capital of the department selected by the contractor. This includes the search and reservation of venues, transportation logistics, catering, among others.

b) Development of promotional materials: the marketing company will design and produce promotional materials for the launch events, such as banners, brochures, visual presentations, among others, that are consistent with the brand identity and campaign message.

c) Media coverage: the marketing company will coordinate media coverage of the launch events, including communication with regional and national media, preparation of press releases, and management of interviews and social media coverage.

d) Protocol and guest services: the marketing company will be in charge of protocol during the launch events, ensuring that guests are properly received and attended to.

e) Evaluation and follow-up: an evaluation will be carried out after the launch events to measure their impact and effectiveness, and the marketing company will provide detailed reports on the results obtained.

III) Third phase of the campaign: Dissemination of the campaign.:

Duration: 6 months of divulgation and dissemination.

Once the campaign is fully developed, it will move on to the disclosure and dissemination phase, which will have the following elements:

1. Dissemination strategy planning: the marketing firm will develop a detailed plan for the promotion and dissemination of the campaign in the various selected communication channels. This may include the most appropriate traditional and digital media, the scheduling of publications in social networks, participation in relevant events, among others.

2. Production and distribution of advertising materials: distribution of the approved creative materials during the production phase, ensuring that they meet quality standards and comply with the campaign's objectives.

3. Media coverage: the marketing firm will coordinate media coverage of the campaign, including communication with traditional and digital media, drafting press releases, and managing interviews and social media coverage.

There will be ongoing evaluation of the results of the campaign's outreach, using metrics such as reach, interaction and conversion, and that the marketing firm should provide periodic reports on the progress of the outreach.

Mechanisms will be put in place to review and approve creative materials during the production process to ensure that they conform to quality standards and meet campaign objectives in coordination with the contractor.

Regular and transparent communication from the marketing company is expected, as well as periodic reports on the progress of the campaign production.

(D) Coordinating Performance/ Delivery Schedules The vendor shall propose a delivery schedule for various promotional materials within 30 days of award. This should include milestones with specific timelines anticipated for the clearance and release of the various promotional materials and delivery venues.

Progress and Compliance

(A) Progress and Status Reports

a. Contractor preparation and submission of technical and compliance progress reports shall be required for the contracting officer and contracting officer’s representative (COR) to track the ongoing status of the contract. The offeror shall propose said report within 30 days of award for review and acceptance by the Government. Once accepted, this report shall be submitted monthly on the first Monday of each month and include all necessary information required to keep the contracting officer, COR, and contractor knowledgeable about the status of the contract. Such information can include, but is not limited to:

(1) A clear and complete account of the work performed on each task;

(2) Notification of any changes in key personnel associated with the contract;

(3) Projected schedule of the work to be accomplished during the next reporting period and until contract completion;

(4) Description of the approach taken, progress in achieving contract objectives, and estimate of percentage of technical work completed;

(5) Description of any problems encountered or anticipated that will affect the completion of the contract within the time and fiscal constraints set forth in the contract, together with recommended solutions, or, a statement that no problems were encountered; or

(6) Summary of any problems or concerns requiring U.S. Government guidance or assistance.

(B) Inspection and Acceptance

a. The U.S. Government shall review and approve/accept all promotional materials prior to release. We request that the offeror propose a Quality Assurance Plan (QAP) to ensure that it meets the Government's performance expectations and standards. This will include surveillance methods and metrics to determine acceptable quality levels of tasks and outcomes as well as acceptable timeframes for both offeror submissions and government acceptance and/or approvals. A draft QAP shall be provided by the offeror within 30 days of the contract kick-off meeting.

(C) Travel

Should contractor travel become necessary on this contract, it shall require prior approval by the Contracting Officer/Contracting Officer Representative. All proposed travel shall be in accordance with the Federal Travel Regulations (FTR) and Department of State Standardized Regulations. (DSSR).