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 submitted expressions of interest, the qualifications and experience of key experts are not assessed. Only the Consultant with the highest ranking, determined in accordance with the established Consultant qualification evaluation criteria, will be required to confirm the qualifications and experience of the key experts.

Notes: Pass/Fail criteria must be met regardless of total score — failure disqualifies the bid. Recommended passing threshold: 65 / 100.

The Contractor with the highest total score will be invited to submit a proposal and to participate in negotiations. Should negotiations fail, MoES shall formally close negotiations with that Contractor and may invite the next highest-ranked Contractor. This process may be repeated with subsequent ranked Contractors until negotiations are successfully concluded or the procurement process is cancelled.

The attention of interested Consultants is drawn to Section III, paragraphs, 3.14, 3.16, and 3.17 of the World Bank’s «Procurement Regulations for IPF Borrowers» September 2023 with amendments of February 2025 (hereinafter – Procurement Regulations), setting forth the World Bank’s policy on conflict of interest.

Consultants may associate with other firms to enhance their qualifications, but should indicate clearly whether the association is in the form of a joint venture and/or a sub-consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly and severally liable for the entire contract, if selected. In the case of foreign company, the representative office/JV/consortium with local firm should exist by the date of the Contract signing.

A Consultant will be selected in accordance with the Selection Based on Consultants’ Qualifications (CQS) method described in the Procurement Regulations.

Further information can be obtained at the address below during office hours from 9 a.m. to 6 p.m.

Expressions of interest must be delivered in a written form, in Ukrainian or English, to the address below by e-mail by July 29, 2026, 2:00 pm local time .

Ministry of Education and Science of Ukraine

Attn: Yevhen Kudriavets - Project Coordinator

E-mail: CC: ,

Expressions of interest to be clearly marked: « LEARN-2.1-COM: Expression of Interest » .

TERMS OF REFERENCE

Consulting services

for design ing and implement ing a national communication campaign in support of the rollout of upper secondary education reform within the LEARN Programme

Contract No. LEARN-2.1-COM

World Bank Project ID No.: P504171 , Grant Number: TF0C5794

1. Background

Ukraine with the International Bank for Reconstruction and Development and the International Development Association (hereinafter referred to as the World Bank) have signed the agreements for the Program “Lifting Education Access and Resilience in times of Need in Ukraine” (hereinafter referred to as the LEARN or Operation).

LEARN was designed to address critical issues and provide the necessary support to the education sector in accordance with the Strategic Action Plan of the Ministry of Education and Science of Ukraine until 2027, approved by the Order of the Ministry of Education and Science of Ukraine dated 07.03.2024 No. 276 (hereinafter referred to as the Strategic Plan).

The Operation focuses on supporting the priorities “1. Early Childhood and Preschool Education” and “2. Reform of the “New Ukrainian School”” stipulated in the Strategic Plan.

The LEARN objectives are: (i) to improve teaching and learning conditions; and (ii) to strengthen the management capacity of the education system. The total LEARN financing amounts to US$451 million provides a combination of the World Bank financing instruments: Program for Results (PforR) and Investment Project Financing (IPF).

The Program-for-Results (PforR) is implemented through a US$235 million loan provided by Bank resources, supported by loan enhancement from the Advancing Needed Credit Enhancement for Ukraine (ADVANCE Ukraine) Trust Fund, which is backed by the Government of Japan. This is formalized under the Loan Agreement between Ukraine and the International Bank for Reconstruction and Development for the Program (LOAN No 9721-UA). An additional US$150 million is provided under the Special Program for Ukraine and Moldova Recovery (SPUR) of the International Development Association (IDA) Crisis Facility, as outlined in the Financing Agreement between Ukraine and the International Development Association for the Program (CREDIT No 7626-UA). On July 1, 2025, the Financing Agreement (Additional Financing: Lifting Education Access and Resilience in Times of Need in Ukraine Program) between Ukraine and the International Development Association (CREDIT No 7905-UA) was signed in the amount of US$4.9 million.

Furthermore, US$30 million in Investment Project Financing (IPF) is secured under the Grant Agreement between Ukraine and the International Bank for Reconstruction and Development and the International Development Association, acting as the administrator of the Ukraine Relief, Recovery, Reconstruction, and Reform Multi-Donor Trust Fund (URTF GRANT No TF0C5794). On December 19, 2025, the Grant Agreement (Additional Financing for Lifting Education Access and Resilience in Times of Need in Ukraine Project) between UKRAINE and the International Bank for Reconstruction and Development and the International Development Association jointly acting as a Supervising Entity for the Global Partnership for Education Fund and as administrator of the Ukraine Relief, Recovery, Reconstruction and Reform Multi-Donor Trust Fund (GPE GRANT No TF0D0613, URTF GRANT No TF0D0612) was signed in the amount of US$31.1 million.

More detailed information about the LEARN program is provided at https://projects.worldbank.org/en/projects-operations/project-detail/P504171.

Within this framework, the rollout of upper secondary education reform represents the third and most critical stage of the New Ukrainian School reform. Starting from September 2026, 150 pilot academic lyceums will begin implementation of the new model of upper secondary education, ahead of the nationwide scale-up planned for 2027.

This phase of reform requires a structured and coherent communication component to ensure public understanding, reduce uncertainty, strengthen trust, and support implementation at scale. Public discussion around upper secondary education is often shaped by infrastructure concerns, misperceptions, or fragmented interpretations of reform decisions. At the same time, the reform is ultimately about improving student outcomes, expanding choice, and creating better pathways for further education and future careers.

To support the Ministry of Education and Science of Ukraine in communicating this transition, it is envisaged to contract a communication agency to design and implement a national communication campaign within the LEARN programme.

2. Objective of the assignment

The objective of this assignment is to design and implement 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.

3. Target audiences

The campaign should primarily address the following audiences:

Primary audiences:

• parents of current and future upper secondary school students;

• students, especially those approaching transition to upper secondary education.

Secondary audiences:

• educators and school leaders;

• local communities and local education decision-makers;

• broader public and media.

For parents, the communication should reduce anxiety, explain the purpose of the reform clearly, and show how the new model benefits students.

For students, the communication should be engaging, empowering, and delivered through formats and voices that increase relevance and trust.

4.Scope of Services

The contractor is responsible for the development and implementation of a nationwide communication campaign combining strategic communication, content production, digital outreach, media visibility, and locally grounded communication formats.

The campaign will be implemented across Ukraine during Q4 2026 – Q3 2027.

To ensure comparability of offers while preserving the Contractor’s creative freedom, this ToR defines a set of minimum deliverables required from all bidders, while allowing optional/additional deliverables to be proposed.

4.1 Reports Submission and Acceptance Procedure

The following procedure shall apply to all reports submitted under this Assignment:

• Inception Report (Deliverable 1);

• Campaign Strategy and Creative Concept (Deliverable 2);

• Content Production Package (Deliverable 3);

• Campaign Implementation and Progress Reporting (Deliverable 4);

• Final Report (Deliverable 5).

Submission format

The exact format of reports shall be agreed with the Client upon contract signing and prior to the commencement of the Assignment.

All reports and deliverables shall be submitted:

• in electronic format (Word/Excel and PDF);

• and, where required by the Client, in minimum two (2) hard copies in Ukrainian and/or English.

Materials developed for Ukrainian-speaking audiences (including communication materials) shall be submitted in Ukrainian and may be included as annexes to the relevant reports.

All materials developed under this Assignment shall become the property of the Client.

Submission timeline

The Contractor shall submit:

• draft Inception Report — within 30 calendar days from the Effective Date;

• draft Deliverable 2 — no later than 14 calendar days after completion of Phase 2 activities;

• draft Deliverable 3 — no later than 14 calendar days after completion of Phase 3 activities;

• draft Deliverable 4 — no later than 14 calendar days after completion of Phase 4 activities;

• draft Final Report — at latest 30 calendar days before completion of the Assignment.

Review and approval process

The draft of each report shall be submitted in electronic format to the Client.

The Client shall review each submitted draft within 14 calendar days from the date of receipt and shall:

• provide comments and suggestions for revision; or

• confirm that the report complies with the requirements of this ToR.

The Contractor shall, within 7 calendar days of receiving comments:

• revise the report accordingly;

• submit the updated version;

• provide a comment matrix indicating how each comment was addressed or justification for any deviation.

Acceptance

If the Client has no comments on the revised report, the report shall be deemed approved and confirmed by a signed Acceptance Certificate for services .

If the Client does not provide comments within the specified review period, the report shall be deemed accepted.

Ad-hoc reporting

If required by the Client, the Contractor shall provide additional ad-hoc reports or updates within 3–7 calendar days, depending on the complexity of the request.

Operational exception

Shorter review timelines (up to 5 working days) may apply to operational deliverables, such as communication materials, where required for timely campaign implementation.

4.2 Development of Campaign Strategy and Creative Concept

Minimum required:

• Campaign strategy aligned with the objectives of the LEARN Programme, MoESU Strategic Plan (Order of the Ministry of Education and Science of Ukraine No. 276 of 7 March 2024 and the priorities of the Ministry of Education and Science of Ukraine (MoESU), supporting the rollout of upper secondary education reform

• Development of an overarching narrative framework focused on student-centered outcomes, educational choice, and future opportunities

• Development of three high-level creative directions (big idea, draft slogan, indicative tone of voice and visual style). The creative directions shall represent alternative creative interpretations of the same narrative framework and campaign strategy

• One final approved creative concept

• Draft visual identity (indicative style, colour palette, typography)

• Implementation plan with timeline and activity-based budget

• Monitoring and Evaluation (M&E) framework with KPIs

4.2 Content Development and Storytelling

Minimum required:

• Production and placement of one main campaign video (two versions: approx. 60 seconds for digital and 30 seconds for TV and other placements), including distribution across digital platforms, TV, OTT and other available channels;

• Production and distribution of 3–4 audio materials (voiceover spots) for radio placement, including traditional radio stations and in-store/corporate radio networks (e.g. Silpo, Avrora, Epicentr), including where feasible through social advertising formats;

• Production and placement of 3–5 ultra-short video formats (6–15 seconds) adapted for high-frequency offline and indoor environments (e.g. transport networks, retail screens, petrol stations, cinemas, administrative service centers and other public screens);

• Development and dissemination of 15–20 visual assets for social media and digital platforms;

• Development, production and placement of outdoor advertising materials , including at least three (3) concepts adapted for billboards, citylights and posters. Outdoor advertising may be implemented, where applicable, as social advertising.Placements shall ensure multi-regional coverage across Ukraine, focusing on locations with high relevance to target audiences (major cities, regional centres and high-traffic public spaces). The number and specific locations of placements shall be proposed by the Contractor and approved by the Client, taking into account audience reach and cost-efficiency. The minimum exposure period shall be not less than 4 weeks, unless otherwise agreed.The Contractor shall ensure placement, coordination with operators and provide confirmation (photos, reports).

All content shall:

• be clear, accessible and audience-oriented;

• explain the reform in practical, non-technical terms;

• demonstrate benefits for students and families;

• avoid generic promotional messaging;

• reflect diversity of regions and contexts;

• be suitable for dissemination beyond official institutional channels.

4.3 Regional Communication and Micro-Influencer Activation

Minimum required:

• Development of a regional communication approach supporting localized messaging

• Development of standardized communication packages (“info packs”) for regional stakeholders

Each info pack shall include:

• short explainer text;

• 5–7 key messages / Q&A;

• 5–7 ready-to-use social media posts;

• 5–10 visual assets;

• guidance for local use.

• Engagement of 10–20 regional micro-influencers

• Development of tailored briefs for localized content

• Supervision and coordination of content production

The campaign shall prioritize communication through non-institutional voices, including local actors, educators, students, and independent content creators.

Content produced under this component shall:

• be locally relevant and context-specific;

• focus on concrete opportunities and real-life implications of the reform;

• prioritize trust and authenticity over reach;

• avoid institutional tone and branding.

4.4 Digital Campaign and Multi-Channel Distribution

Minimum required:

• Development of a digital dissemination plan

• Adaptation of content for key platforms (e.g. YouTube, Facebook, Instagram, TikTok, Telegram or equivalents)

• Coordination with partners on publication and scheduling

• Paid digital dissemination to ensure broad reach

• Placement of campaign materials on OTT platforms (including MEGOGO, SWEET.TV, Kyivstar TV or equivalent)

• Placement on television and radio (social advertising)

• Placement within transport communication networks (including Ukrainian railway channels)

!!Distribution shall prioritize reach through partner platforms, media, and independent channels rather than reliance on official MoESU communication channels.

4.5 Media and Public Visibility Activities

Minimum required:

• Implementation of at least one special media project

A special media project, covering the production and distribution of multimedia content (video, longreads, and social media formats) focused on explaining the reform through real-life regional stories and examples. The content will be further amplified through a network of regional online media outlets to ensure broad reach and strong local relevance across different audiences.

4.6 Campaign Implementation and Reporting

Minimum required:

• Nationwide implementation of campaign activities

• Ongoing monitoring and optimisation of performance

• Final narrative and analytical report including:

• reach and engagement metrics;

• KPI assessment;

• lessons learned and recommendations.

5. Key Performance Indicators (KPIs)

The performance of the Contractor shall be assessed based on a combination of output-level and outcome-level indicators, which reflect the direct results of campaign implementation.

All target values shall be proposed by the Contractor and approved by the Client.

5.1 Output Indicators (direct results of the Contractor)

The Contractor shall be responsible for delivering the following measurable results:

Content delivery

• delivery of all agreed communication materials in accordance with the ToR, approved concept and timeline

Campaign reach and visibility

• achievement of total campaign reach across all channels (digital, media, OTT, offline environments),

with target values proposed by the Contractor and approved by the Client

• delivery of agreed levels of views and impressions across digital platforms

Engagement performance

• achievement of agreed levels of user interactions (e.g. clicks, shares, comments, reactions) across digital platforms

Multi-channel distribution

• confirmed placement of campaign materials across agreed channels, including:

• digital platforms

• OTT platforms (e.g. MEGOGO, SWEET.TV or equivalent)

• television and radio

• transport and retail media environments

• provision of supporting evidence of placements (e.g. links, screenshots, media reports, placement confirmations)

Non-institutional and decentralized communication

• distribution of at least 30% of campaign content through non-institutional channels, including:

• media platforms

• influencers

• partner channels

Regional activation

• activation of communication through at least 75 pilot lyceums or equivalent regional partners

• engagement of regional communication channels, including:

• micro-influencers

• local media

• community-based dissemination

5.2 Outcome Indicators (campaign-level results)

The Contractor shall contribute to the following campaign outcomes, to be measured through available data sources (campaign analytics, surveys, or baseline/endline research where applicable):

• awareness and understanding:

• increase in awareness of key elements of the reform among target audiences;

• improved understanding of student pathways, educational choice and reform benefits;

• audience reach and engagement:

• reach of youth audiences through targeted content (indicative target: up to 5 million users, depending on budget allocation);

• message penetration:

• increased presence of student-centered narratives in campaign-related content;

5.3 Measurement approach

Measurement of KPIs shall be based on:

• campaign analytics (digital platforms, media reports, placement data);

• monitoring of content distribution across channels;

• qualitative assessment of messaging and content;

• available research data, including baseline studies where applicable.

The Contractor shall propose a detailed measurement approach as part of the M&E framework, including:

• specific metrics and tools;

• methodology for tracking performance;

• reporting format and frequency.

6. Research and Data

A baseline perception study to be conducted by DECIDE (autumn 2026) will inform campaign targeting and messaging. MoES will share the results with the Contractor.

The Contractor is expected to incorporate available insights where feasible.

7. Milestones / Process Steps

Payment for Consultancy Services shall be made upon completion of components and acceptance of the respective reports by MoES, in accordance with the following deadlines for submission of the reports:

Deliverable

Estimated Submission Timeline for Reports

Percentage of Total Contract Value

Deliverable 1. Inception Report

Draft version shall be submitted within 30 calendar days from the Effective Date; final version — within 51 calendar days from the Effective Date

20%

Deliverable 2. Campaign Strategy and Creative Concept

Draft version shall be submitted no later than 14 calendar days after completion of Phase 2 activities; final version — no later than 35 calendar days after completion of Phase 2 activities

20%

Deliverable 3 . Content Production Package

Draft version shall be submitted no later than 14 calendar days after completion of Phase 3 activities; final version — no later than 35 calendar days after completion of Phase 3 activities

20%

Deliverable 4 : Campaign Implementation and Progress Reporting

Draft version shall be submitted no later than 14 calendar days after completion of Phase 4 activities; final version — no later than 35 calendar days after completion of Phase 4 activities

20%

Deliverable 5 . Final Report

Draft version shall be submitted at least 30 calendar days before completion of the Assignment; final version — at least 9 calendar days before completion of the Assignment

20%

The contract duration is from June(July) 2026 till August 2027

8. Requirements

8.1. Contractor

The following minimum requirements (fail/pass) shall be applied to determine the Contractor’s qualification:

General requirements

• 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

• 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.

8.2 Specific experience

The Contractor (agency or consortium) shall demonstrate the following experience:

• Nationwide communication/media campaigns (mandatory)

• 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).

Multi-stakeholder management (mandatory)

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.

Experience with international and public-sector clients (mandatory)

Experience working with:

• international organisations;

• donor-funded programmes;

• government institutions in Ukraine or comparable contexts.

Thematic experience (strong advantage)

Experience in projects related to:

• education and school reform;

• youth engagemen