Campaign brief
The Friedrich Naumann Foundation for Freedom in Sub-Saharan Africa advocates liberal policies such as strengthening human rights, the rule of law and democracy, as well as promoting innovation, digitalisation and free trade.
Africa is often associated with numerous problems. In international media coverage, the narrative of the three C's "conflict, crisis and catastrophe" predominates. The future of Africa is still regarded in a strangely unimaginative and pessimistic way. Yet much has been achieved since the decolonisation of the continent. Through the successful fight against poverty in many regions, the emergence of a middle class, the development of new technologies and the promotion of the creative industries including sports, music, art and culture, Africa today is a continent full of diversity, economic potential and innovative development. The most recent example is the implementation of the world's largest free trade area (AfCFTA) that will potentially transform the continent into a future economic superpower. Yet many African countries are barely regarded as emancipated and equal partners at the global stage – and many Africans still hesitate to make this claim when dealing with partners from other countries. However, Africa is open to the world at large.
In this context and within the framework of the foundations values and ideals, the Friedrich-Naumann-Foundation for Freedom sub-Saharan-Africa is planning to implement a two-year non-profit awareness campaign to contribute to changing this perception. The campaign will promote the vision of African countries being strong, self-reliant innovation hubs for business, civil society, culture and liberal politics.
The campaign aims to target young professionals in Africa (28 - 45 years old) in a first step and open-minded performers and leaders in Europe (35 - 55 years old) in a second step through profiling and highlighting positive experiences. Campaign content should be disseminated through traditional media (e.g. television, radio, print publications, advertisements on billboards and bus stations) in cities and urban areas. A website can serve as a central hub where the individual contents converge.
In order to benefit from synergies with the projects of the Friedrich Naumann Foundation in sub-Saharan Africa, the campaign should focus on countries where FNF has project offices: South Africa, Tanzania, Kenya, Zimbabwe, Senegal and Cote d´Ivoire. The digital part of the campaign will also be directed at countries as Namibia, Botswana, Zambia, Malawi, the Democratic Republic of Congo, Cameroon, Ethiopia, Nigeria, Ghana, Burkina Faso and Guinea. In these countries, the Friedrich-Naumann-Foundation collaborates with various partners, including Bobi Wine (Uganda), Chimamanda Ngozi Adichie (Nigeria), various human rights defenders, journalists, entrepreneurs and start uppers. FNF will be able to provide content with these partners and liaise with them for testimonials and further content.
In Europe, the Foundation aims to have the campaign contents distributed in Brussels, Amsterdam, Paris and London in order to help give sustenance to the debate for investment in Africa by the EU and vice versa. In cooperation with the communication department of the foundation´s head offices in Germany we will also seek to distribute content in German media.
As language is a crucial instrument to reach different target groups within Africa, the campaign will be run principally in English. French and Ki-Swahili testimonials with English subtitles is also planned taking into consideration where the content is produced and distributed.
Call for Proposals
The Friedrich Naumann Foundation for Freedom in sub-Saharan Africa is therefore inviting companies to pitch ideas for the development of the campaign. The call for proposal seeks to identify the concept to be selected to run the entire campaign. For that purpose, service providers will be invited to present their concepts to the Foundation. The service providers, who are not selected, will not be compensated for submitting their concept.
Companies must take note of the points below and the proposal must contain and list different costs for the following items:
- Create and detail an elaborate campaign strategy.
- The selected company will receive payment for the concept and a separate payment for the running of the campaign.
- The campaign will be a two-year project.
- The campaign must consider traditional media as a main source of communication, with social media as a secondary source of distribution. The campaign also requires a campaign website where the content will be hosted outside of the main points of distribution.
- Media range must include Africa and Europe. Companies intending to submit proposals must email: africa@freiheit.org with the subject note “Campaign Africa” by 16 of August 2021. They will be contacted with further information on the formate of the proposals.