Advertising and marketing services

Tender description

Provision of communications campaign services to develop and deliver an innovative, high level inspirational behaviour change campaign to promote household recycling in north London and motivate residents to recycle more. The successful tenderer is to deliver all the activities for the campaign from concept development and testing to delivery (including any media buying) within the campaign budget, in order to effectively apply their ideas to the right marketing channels, to reach the target audience. The successful tenderer will further be responsible for monitoring the impact of the campaign and providing the Authority with regular progress reports and a measurable campaign recognition. Procurement of a creative agency under the terms of a single supplier Framework Agreement to develop and deliver an innovative, high-level, aspirational, behaviour change campaign to promote household recycling by residents in the geographical location covered by the Constituent Boroughs in north London (‘target audience) and to motivate the target audience to recycle more. The purpose of the campaign is to change behaviour, encouraging non-recyclers to recycle and encouraging existing recyclers to recycle more. The successful tenderer will work with the Authority to develop and deliver a persuasive and compelling consumer proposition, a big idea, which resonates with the target audience, changes attitudes and motivates them to recycle more. The campaign objective is to significantly increase the quantity of dry household material recycled by residents in the seven Constituent Boroughs. The campaign will support the Authority’s objective of reaching a 50 % recycling rate by 2020.