Terms of Reference (ToR)
Engagement of a Company for Social Media Campaign and Branding Services
Peace Day Campaign – Prizren | 2025
I. Background
The International Day of Peace, observed globally on 21 September, is a day devoted to strengthening the ideals of peace through education, dialogue, and active engagement of communities. It provides a unique opportunity for individuals, organizations, and institutions to promote messages of tolerance, solidarity, and non-violence. In post-conflict societies and multicultural environments such as Kosovo, International Peace Day holds profound importance, particularly for younger generations who play a key role in shaping a peaceful and inclusive future.
Recognizing the transformative power of youth in peacebuilding, our consortium—comprising the Kosovo Youth Council (KYC), Kosovo Education Center (KEC), LENS, Domovik is committed to promoting peace and social cohesion through youth-centered initiatives. As part of this mission, the consortium is organizing a Peace Day Campaign in the city of Prizren, a historically diverse and culturally rich location that symbolizes harmony and co-existence.
The campaign will serve as a platform to raise awareness about the significance of peace, intercultural dialogue, and active citizenship. It will engage young people, civil society actors, and the broader public through a series of creative and participatory activities. These include public installations, interactive spaces, visual branding, and dynamic social media storytelling—culminating in public events around the Peace Day celebrations from 19 to 21 September 2025.
To ensure strong outreach, visibility, and resonance with the target audience, the campaign will utilize a multi-channel communication approach. This includes the development of campaign branding (slogans, hashtags, logo/visual identity), short-form video content (Instagram Reels), event documentation (final campaign video), and the production of customized digital and print materials that embody the spirit of peace and youth empowerment.
In this context, the consortium seeks to engage a professional creative agency or service provider with demonstrated expertise in branding, content creation, and production to support the conceptualization, design, and implementation of the campaign’s visual and communication components. The selected company will play a critical role in shaping the public narrative of the campaign, amplifying its key messages, and visually capturing its impact in an engaging and accessible format.
II. Objective
The objective is to engage a qualified and experienced service provider to support the implementation of the Peace Day Campaign through the development of strategic visual communication tools, branded physical materials, engaging social media content, and the overall documentation and visibility of campaign activities.
III. Scope of Work
The selected company will be responsible for conceptualizing and producing the visual and communication components of the Peace Day Campaign. This includes both digital and physical products, with a strong focus on engaging youth audiences, promoting intercultural understanding, and increasing the campaign’s visibility through dynamic and youth-friendly formats.
All proposed activities must align with our strategic objectives, while the further development and implementation will be carried out in close coordination with the selected company.
Specifically, the company is expected to:
Develop key campaign visuals and elements that define the campaign’s visual identity, including:
Logo and other graphical representations
Branding concept (colors, fonts, graphic elements)
Slogans and hashtags
- Design and Production of Materials
Design and produce
Insta frame for photo interactions
Creative and branded photo booth backdrop and setup
A 3x4m cardboard sign with campaign messaging
Ready-to-use printed visibility materials (flyers, stickers, posters) - Social Media Content Creation
Plan, record, and produce:
Development of a comprehensive social media strategy that clearly defines the number of posts, optimal posting times, type and format of content, and platform-specific approaches to maximize engagement and reach throughout the campaign
Short-form videos (Instagram Reels, Tik-Toks)
A final campaign highlight video (2–3 minutes) - Documentation and Coverage
Capture photo and video content during the campaign events
Provide edited visual content for online visibility
IV. Implementation Frame
V. Qualifications and Eligibility Criteria
- At least 3–5 years of relevant experience in visual communication, branding, and social media content creation
- Proven experience in similar assignments (including public campaigns, youth-focused initiatives, or awareness campaigns)
- Eligible to work and registered as a company in Kosovo
- Experience in both digital design and production of physical branding materials
- Team capacity to deliver high-quality short-form videos and visuals under tight deadlines
- Ability to work closely with youth-focused organizations and multicultural teams
- Fluency in Albanian and English (verbal and written)
VI. Application and Required Documents
All interested companies must submit their application via email to: aurorapula5@gmail.com with the subject line: “ToR_ Branding & Social Media Campaign – Peace Day 2025”
Deadline for application: 10.08.2025 23:59h (CET)
Application Package must include:
- Company profile and portfolio of relevant previous assignments
- Outline of the proposed approach and campaign strategy
- Timeline in line with Section IV
- Financial offer in EUR (VAT excluded), aligned with deliverables and activities
- At least two references from previous clients
- Copy of the business registration certificate and fiscal number
- Proof of no tax liabilities from the Kosovo Tax Administration
VII. Selection Criteria
VIII. Duration
The duration of the engagement will be from 18.08.2025 to End of September 2025, with field implementation and event support taking place around 19–21 September 2025.
IX. Contact Information
For any questions or clarifications regarding this ToR, please send your inquiries to:
aurorapula5@gmail.com / fortesaraifi1@gmail.com
Subject line: Inquiry – ToR Social Media & Branding Campaign – Peace Day 2025
