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RFP: Consumer Action Campaign Development in Indonesia

ISSUE DATE: December 5, 2017
SUBMISSION DATE: December 19, 2017

Women’s World Banking is seeking a local agency to develop a nation-wide financial inclusion consumer action program that will be supported by Indonesia’s National Financial Inclusion Council (DNKI) Secretariat. Campaign development will begin in late January/early February 2018.

About Women’s World Banking
Women’s World Banking is the global leader in women’s financial inclusion. Rooted in our deep understanding of the women’s market, we tackle financial inclusion in three interconnected ways: first, by partnering with financial services providers to develop scalable market-driven solutions; second, through our gender-lens private equity fund; and, finally, because diverse institutions are proven to be stronger, we build institutional capacity through leadership and diversity programs. Through this holistic approach and our global reach of 49 institutions in 31 countries, we accelerate economic opportunity for low-income women and growth for financial service providers in the emerging markets.

About the Project
The Indonesian government has a stated goal of reaching 75% financial inclusion by the end of 2019. A Secretariat was recently established to serve as the coordinating body responsible for implementing Indonesia’s National Financial Inclusion Strategy (SNKI). With support from the Bill and Melinda Gates Foundation, Women’s World Banking is collaborating with the World Bank to support the Secretariat in developing a nation-wide financial inclusion consumer action program.

The objectives of the program are to:

  • Change the knowledge and attitudes of underserved Indonesians, and contribute to them taking action to access formal financial services; and
  • Leverage and strengthen relationships with SNKI stakeholders through partnership in this program

Research will be conducted in late January 2018 among 2-3 priority consumer segments to identify the most prevalent attitudinal and emotional barriers to, and most compelling benefits of uptake and active use of formal financial services. The chosen agency will combine their expertise with the findings from the research to develop a strategy to address knowledge, attitude and practice around formal financial behavior among target segments in Indonesia.

The successful program will be strategic and targeted in its use of channels, and may include links to planned on-the –ground activities of government agencies and leading Indonesian banks.

Objectives & Responsibilities

Develop a nationwide consumer action program that reaches priority consumer segments to change knowledge, attitude and practice around formal financial services. The successful campaign will result in a measurable increase in uptake of formal financial services by the priority segments.


  • Build on the scoping, strategy and discovery work that has been done to date (the successful firm will be given access to this information)
  • Campaign Strategy and Plan Development
  • Concept, Messaging and Design Direction Development
  • Potentially develop and manage launch-related PR events

Duration of Consultancy
The duration of this consultancy will be approximately 8-12 weeks in Q1-Q2 2018, beginning late January-early February.

Location of Work
All work will take place in Indonesia. Preference will be given to local firms.

Preferred Qualifications

  • Proven track record designing and delivering successful advocacy, education and public campaigns;
  • Expertise in strategic communications planning for public agencies;
  • Experience using multiple platforms to reach and engage a mix of diverse audiences using a variety of marketing and communications tactics and emerging technologies and platforms, as relevant for the audience;
  • Expertise in managing media events, including logistics, outreach, messaging and follow-up;
  • Strong skills fostering collaborative relationships with client and relevant stakeholders, including coalition-building with organizations to jointly advance efforts;
  • Ability to develop creative briefs and test concepts among diverse audiences;
  • Comfort working in an ambiguous environment; ability to identify priorities and develop a structure & plan with minimal guidance;
  • Strong understanding of the local context, for both urban and rural Indonesia;
  • Experience working across multiple stakeholders within the Indonesian government; and
  • Key account contacts must be fluent in English.

To Apply
Applications must be received no later than midnight EST on December 19, 2017 January 3, 2018.

Please submit a cover letter and proposal, including but not limited to the following components:

  1. agency capabilities overview
  2. proposal, with timeline
  3. pricing
  4. relevant prior work with outcomes (minimum of two)
  5. proposed project team and qualifications
  6. references (minimum of two)

Applicants may submit their question(s) in writing until December 19, 2017 January 3, 2018 to tn@womensworldbanking.org.  Please include in the e-mail subject line “Questions: Consumer Action Campaign Development in Indonesia.”


This RFP does not guarantee or commit Women’s World Banking to proceeding with the above described work. Due to the overwhelming responses not all candidates will be contacted.

Women’s World Banking is an equal opportunity employer for all regardless of race, color, citizenship, religion, sex, sexual orientation, gender identity or expression, age, disability, veteran or reservist status or any other category protected by federal, state or local law.


Q: Can you share a ToR that can give us comprehensive information specifically about this campaign (such as previous similar event or else)?
A: Please work with the information shared in the RFP to develop your proposal.

Q: Based on the RFP, is it correct that agency will prepare 2 documents: a research proposal and an overview of the communication strategy (or either one)?
A: This RFP is for the Consumer Action Campaign development. The research will be procured under a separate RFP, and a research proposal is not needed under this RFP.

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