Urdu_Press_Matters_Campaign.pdf

Statement of Work

PRESS FREEDOM CAMPAIGN

VOICE OF AMERICA URDU SERVICE

C.1 PURPOSE AND SCOPE

The Voice of America’s South Central Asia Division, Urdu Service has a requirement for an Overseas Vendor to carry out its advertising campaign promoting Press Freedom.

The campaign working title “A Free Press Matters” shall be comprised of television and social media outreach highlighting VOA’s television anchors and a Pakistan celebrity serving as VOA’s Brand Ambassador. The Agency is seeking an advertising/marketing agency to execute this campaign. Details are provided in the Tasks and Responsibilities section.

C.2 BACKGROUND

The United States Agency for Global Media (USAGM) is an Executive Branch Federal Government agency that oversees U.S. broadcasting of news and information to audiences around the world. USAGM includes the South Central Asia Division, which is under the Voice of America (VOA). Together, VOA, as well as grantee entities Radio Free Asia (RFA), Radio Free Europe/Radio Liberty (RFE/RL) and the Middle East Broadcasting Network (MBN distribute programming in English and 42 other languages to an estimated weekly audience of 175 million people.

The work of the VOA centers around promoting freedom and democracy by providing objective information to the Pakistan population that would otherwise be unavailable. VOA produces content that is relevant to the daily lives of Pakistanis, and the work of human rights activists, journalists, and dissidents.

C.3 TASKS AND RESPONSIBILITIES

The Agency is seeking an advertising/marketing company with a proven track record in Pakistan to develop; produce and execute a media campaign through television and social media platforms promoting VOA’s campaign “A Free Press Matters” to highlight the importance of access to free press globally.

• The preferred vendor shall be responsible for the following tasks:

1. Brand Ambassador -sourcing and recruiting a Brand Ambassador that has mass appeal; is politically neutral and devoid of controversy within Pakistan and/or surrounding areas.

2. Public Service Announcement-script; shoot; produce and deliver a :30 second tv ad with the Brand Ambassador (and possibly VOA TV Anchors) on the significance and impact of Press Freedom.

3. Media Placement- Place the :30 ad on GEO NEWS in the primetime hours of 8:00pm -11:00pm local time for 5-10 consecutive days. Proof of placement shall be sent to VOA each day.

• All TV ads; social media ads shall include the VOA Urdu logo and be in the Urdu language.

• The Vendor shall at all times adhere to the standards and principles of the United States Agency for Global Media. Copies of this will be provided to the awardee of this requirement.

• VOA appreciates input from the vendor to elevate this campaign in outlets not referenced in the above list.

• VOA will have final creative approval on all aspects of the campaign including; selection of the Brand Ambassador; approving the script; TV announcement; media plan and will use such images and PSAs in VOA produced social media static images/videos.

• VOA will hold full creative license to all images; taglines; video used in this campaign for a one year period.

C.3.1 ESIMATED PROJECT TIMELINE

Estimated Award Date – Week of August 18, 2019

Kick Off Meetings – Week of August 25th

Final Selection of Brand Ambassador – Week of September 22, 2019

TV Ad completed – Week of November 10th

TV Placements Begin – on or about week of November 24th

Social Media Begins – Week of November 24th (the agency will be responsible for this)

TV Campaign Ends – on or about week of December 29th

C.3.2 SPECIFIC KNOWLDEGE, SKILLS, & REQUIREMENTS

• Proven track record in advertising and marketing within Pakistan for a minimum of 5 years.

• Abilty to execute all aspects of the requirement without subcontracting.

• Ability to create and execute a campaign that is impactful and appeals to a youthful audience in the Urdu language.

C4.1 DEADLINES

All work performed under this requirement shall be completed and delivered within the established due dates outlined within the contract award. The Vendor shall advise the Ordering Office and COR of any anticipated delays that will impact the agreed to milestones outlined within the contract award if such delays shall exceed 7 days.

Deliverable Item #

# of Copies Address

All items 1 Eric Phillips - Contracting Officer’s Representative (COR)

United States Agency for Global Media

Cohen Building - Room 3500

330 Independence Ave., SW

Attn: Eric Phillips/ephillips@voanews.com

If VOA/COR does not accept a deliverable from the Contractor due to inferior quality, errors, etc., the Contractor may, depending on the type of deliverable, be entitled to resubmit the deliverable at VOA/COR’s sole discretion.

The Vendor shall be responsible for meeting all obligations under the terms and conditions of this requirement and subsequent contract award issued. The Vendor is solely responsible for all edits; reshoots; retakes needed to be “accepted” by the Government.

mailto:ephillips@voanews.com

C.7 PERIOD OF PERFORMANCE

The period of performance of this Purchase Order shall be for one year commencing on or about August, 2019-August, 2020

C.8 PLACE OF PERFORMANCE

The Vendor shall perform work in the field in Pakistan

C.9 PAYMENT

Payment of this requirement shall be paid in installments after EACH task has been accepted and approved by the Government. No advance payment shall be authorized.

*Note: The Vendor shall submit invoices only for work that has been submitted to the COR, and inspected and accepted by the COR.

C.11 SUBMISSION OF INVOICES

The Contractor shall submit an invoice of detailed work completed and accepted by the Government to the COR. The Contractor’s monthly invoice shall list: (a) which aspect of the campaign is complete and invoicing with supporting proof and (b) comply with 1952.232-91 Electronic Invoicing and Payment Requirements clause (below).

1952.232-91 Electronic Invoicing and Payment Requirements

- Invoice Payment Platform (IPP) (April 2016)

Payment requests for all new awards must be submitted electronically through the U. S.

Department of the Treasury's Invoice Payment Platform System (IPP). "Payment request" means any request for contract financing payment or invoice payment by the Contractor. To constitute a proper invoice, the payment request must comply with the requirements identified in FAR 32.905(b), "Payment documentation and process" and the applicable Prompt Payment clause included in this contract. The IPP website address is https://www.ipp.gov.