Design of a communication campaign, production and elaboration of communication products for the dissemination of the National Care Policy in Paraguay (PNCUPA)

The Inter-American Development Bank (IDB), in coordination with the Ministry of Women of Paraguay and the institutions linked to the National Care Policy, invites consulting firms to submit proposals for the conceptual design, production and development of a strategic communication campaign aimed at disseminating and positioning the National Care Policy in Paraguay (PNCUPA 2030).

The main objective is to raise awareness among citizens, promote the social recognition of care, encourage co-responsibility among the various social and institutional actors, and facilitate access to information on the services available in the country.

1. Technical scope and central objectives
Comprehensive and inclusive strategy: Formulate an evidence-based communication strategy, with a multicultural, inclusive, and gender approach, aimed at making visible the socioeconomic value of care in national development.

Changing social norms and co-responsibility: Design key tools and messages aimed at transforming cultural patterns, promoting the equitable distribution of care responsibilities between the State, the private sector, communities and households.

Institutional alignment of the CIC: Strengthen the internal and external communication of the Interinstitutional Care Commission (CIC) through unified guidelines that guarantee the coherence and common understanding of government messages.

2. Key Activities
Diagnosis and segmentation: Review the project's literature, analyze the communicational context and define the priority audiences for the campaign.

Narrative and visual identity: Create the creative concept, the central narrative and the graphic line respecting the institutional brand manuals.

Multichannel production: Develop pieces and content in graphic, audiovisual and digital formats adapted to different platforms and segments of the population.

Continuous technical validation: Coordinate and validate each stage of the development of materials with the General Directorate of Communication of the Ministry of Women and the technical team of the project.

3. Expected deliverables
Diagnosis and communication strategy: Diagnosis of the context, map of segmented audiences, comprehensive strategy and matrix of key messages.

Creative concept and visual identity: Campaign narrative script, visual identity user manual and graphic adaptations.

Set of communication products: Collection of audiovisual, digital and graphic pieces finished and ready for mass dissemination.

Institutional guidelines and final report: Communication guide for the CIC and a final report on the systematization of the activities executed.

Note: Interested companies should review the requirements on the BEO Bidder Portal.