TERMS OF REFERENCE Communication Support in Promotion of the Child Rights and Business initiatives ......

1. BACKGROUND

UNICEF Croatia facilitates a number of initiatives in partnership with business sector promoting the notion that "Children are key stakeholders of every company". Children are consumers of their products and services, family members of their employees, members of the communities in which the companies operate, and will one day be employees themselves and future business leaders." – as defined in the Children’s Rights and Business Principles, developed by UNICEF in collaboration with UN Global Compact and Save the Children. The 10 principles on children's rights and business enable companies to view their business in the field of sustainable development from a children's rights perspective. The Children's Rights and Business Principles:

1. All businesses should meet their responsibility to respect children’s rights and commit to supporting the human rights of children 2. All businesses should contribute to the elimination of child labour, including in all business activities and business relationships 3. All businesses should provide decent work for young workers, parents and caregivers 4. All businesses should ensure the protection and safety of children in all business activities and facilities 5. All businesses should ensure that products and services are safe, and seek to support children’s rights through them 6. All businesses should use marketing and advertising that respect and support children’s rights 7. All businesses should respect and support children’s rights in relation to the environment and to land acquisition and use 8. All businesses should respect and support children’s rights in security arrangements 9. All businesses should help protect children affected by emergencies 10. All businesses should reinforce community and government efforts to protect and fulfil children’s rights

The principles help companies identify the direct and indirect impacts of their business on children, and suggest a series of steps and activities that companies can take in the workplace, in the market, or in the community to improve the lives of children. The principles are based on the Convention on the Rights of the Child and Guiding Principles on Human Rights and Business, and call on companies to recognize children as important stakeholders in their business, to monitor their impact on business and to take concrete actions to put children at the heart of sustainable business.

UNICEF invited companies in Croatia to adopt the Children’s Rights and Business Principles and to become the pioneers of good practice in protecting and promoting children's rights. To all interested companies, UNICEF offers a number of tools and guidelines that can help them apply the Principles in their day-to-day operations and management.

Since 2017, UNICEF in Croatia has initiated many projects to support better business for children. In collaboration with the Croatian Employers Association, UNICEF launched the CSR Academy in 2017, as the first national business education program to integrate children's rights into day-to-day business and management. This unique training was developed as a response to the growing interest of the business sector in the areas of social responsibility, sustainability and human rights as well as their integration into non- financial reports. Led by renowned CSR experts, CSR Academy provides expertise on the impact of business on children, as well as practical tools and guidelines to help companies incorporate children's rights into their 1 business principles, business practices, and organizational culture and since 2020 the digital version of the Academy is available through on-line platforms.

UNICEF initiated the forming of the Advisory Body on Children’s Rights and Socially Responsible Business, as a platform for exchange of knowledge and best practices working to increase the visibility, better respect and protection for child rights in the business community in Croatia. Members are the executives and leaders active in promotion of social responsibility and sustainable development: UNICEF Croatia, Croatian Chamber of Economy, Croatian Business Council for Sustainable Development, Croatian Employers Association), the academic sector (the University of Zagreb - the Faculty of Economics and Business Zagreb), and the business sector (Zagreb Stock Exchange, IKEA, Ericsson Nikola Tesla, the Croatian Banking Association, Communications Office Colić, Laco & Partners, Tele2, A1, Croatian Association of Communication Agencies, Institute for research and education Zaposlena mama) and the representatives of the Network of Youth Advisors of the Ombudsman for Children (NYA). Although Advisory body was formally established in 2017, it was presented to the public at the “Better Business for Children” conference held in 2019.

The “Better Business for Children” Conference in 2019 as well presented the results of the first national research “The Impact of the Business Sector on Children’s Rights in Croatia” with one of the most important conclusions that awareness of the potential impact of the business sector on children’s rights in Croatia is relatively low. One of the most important findings of the research is that awareness of the potential influence of the business sector on children's rights (and CRBP, respectively) is relatively low. Only 6% of respondents believe that the business of the companies they work for has a major impact on children's rights, 48% think that their business has a certain impact on children's rights, and almost 41% of respondents consider that their business has no impact on children's rights in Croatia. Furthermore, the research reveals a lack of a deeper understanding or the lack of a strategic approach to include children’s rights in business policies and procedures, as well as in internal documents related to CSR. In addition, most of the companies in the research could not recognize examples of good practices of CSR initiatives focused on children (87%). The conference gathered the most relevant national stakeholders for CRB agenda and more than 130 participants and it fulfilled its goal to open the dialog with the key stakeholders regarding improvement of mechanisms, activities and actions in the development and implementation of CRBP in Croatia and it contributed to positioning UNICEF as the key driver of positive business changes for children. On the occasion of the World Children’s Day 2020, the Advisory Body presented the first ever Compendium of best business practices in relation to children’s rights as a result of work of students and professors of the Faculty of Economics in Zagreb, Advisory Board and UNICEF. UNICEF supported this mapping with a view to inspire more ideas and best practices and generate new business champions for child rights in all enterprises in Croatia, regardless of their size.

In November 2020 in cooperation with the Croatian Business Council for Sustainable Development (HR PSOR) and the Croatian Chamber of Commerce for the first time, the award for the Responsible Policies and Practices for the Protection of Children's Rights was introduced in the CSR Index competition, which evaluates voluntary socially responsible practices of Croatian companies.

UNICEF engaged with two Croatian companies on Children’s Rights Impact Assessment (CRIA) process. Through the CRIA process companies assessed their policies and processes in relation to their responsibility to respect and commitment to support children’s rights and developed action plans to address the potential gaps. UNICEF will continue to promote the importance of CRIA and seek to motivate more companies to implement CRIA.

ABOUT UNICEF

UNICEF is committed to changing the world for children, striving to protect their rights, improve their health and nurture their development. UNICEF works with governments, civil society organizations, and other organizations around the world to advance children’s rights to survival, protection, health, development and participation and is guided by the Convention on the Rights of the Child.

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The task of UNICEF in Croatia is to ensure that each child gets the support it needs to reach its full potential. The goal of the five years’ partnership between the Government of the Republic of Croatia and UNICEF is to increase the quality of life for the most vulnerable children in Croatia.

UNICEF uses systematic, planned and evidence-based Communication, Advocacy and Fundraising strategies to promote child rights, mobilize societies, enable citizen participation, influence norms and attitudes and support the behaviours of those who have an impact on the well-being of children, their families and communities, especially the most marginalized.

Working in partnership with the Government, civil society organizations, private sector and other partners, UNICEF uses a mix of Communication approaches which consist of:

• Behaviour Change Communication: use participatory communication techniques and tools, to inform, influence and involve individuals and opinion leaders in adopting new attitudes and/or behaviours • Communication for Social Change: engaging and empowering communities to positively influence and/or reinforce social norms and social practices • Social Mobilization: engaging wide network of partners/stakeholders (e.g. civil society – non- governmental organisations, youth groups, community-based organisations) around a common cause • Advocacy: amplifying voices of girls and boys from marginalized groups to upstream policy dialogue to facilitate increased demand and accountability for quality services • Resource Mobilisation: fundraising from individuals via monthly and single donations; fundraising from corporations, small and medium businesses through partnerships and other models of engagement

Audiences that UNICEF works for and with include: children, parents and caregivers, service providers including health, social, child protection, education and community-based workers, media and communication personnel, local celebrities, popular opinion leaders, national and sub-national level policy and decision makers, political and other influential leaders.

2. PURPOSE AND OBJECTIVES

In parallel with its programmatic activities, as a part of its Children’s Rights and Business initiative UNICEF intends to increase business community understanding and support to Children’s Rights and Business Principles, to inspire companies to review and improve/enhance their business practices having children’s rights and wellbeing in mind, promote their positive practices and advocate for stronger commitment to children’s rights among business comunity.

The UNICEF Office in Croatia is seeking a Communication Consultancy Agency that will support developing and implementing communication and digital activities related to the the Children’s Rights and Business initiative and its components, which includes:

• Supporting the promotion of UNICEF’s activities and events related to CRB Initiative (details in point 4) • Raising awareness on the importance and potential of the business sector in impacting child rights in Croatia, • Positioning Child Rights and Business (CRB) as one of the key topics in the business community, • Promoting corporate social responsibility (CSR) which respects and integrates children's rights, • Promoting Children’s Rights and Business Principles and advocating for their stronger application in Croatian business community, • Promoting Responsible (children and family friendly) Business Practices, • Promoting UNICEF’s CSR Academy and other CRB capacity building initiatives for business sector,

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• Positioning UNICEF as a key actor and multi-stakeholder convener for implementation of Child Rights and Business intitiatives and fulfillment of child rights in the business sector in Croatia, • Positioning UNICEF led Advisory Board on Children’s Rights and Business as the unique platform for the realization of children’s rights in Croatian business community, • Mobilizing business to advocate for children in Croatia, promoting Child Rights Impact Assessments for companies in Croatia, promoting UNICEF’s tools, guidances and other materials related to specific business/sectorial impact on children,

These Terms of Reference define the scope, activities and expected deliverables and will inform a bidding exercise to identify the best specialized institutional contractor as service provider.

3. SCOPE OF SERVICES

The Selected Institutional Contractor/Agency (further: Agency) will assist UNICEF in Croatia to efficiently and effectively develop, implement and monitor the Communication and Visibility Plan of the Children’s Rights and Business initiative. Agency will closely coordinate with UNICEF staff and relevant partners.

The expected deliverables will result from a series of activities under three pillars:

✓ Creation of the Communication and Visibility Strategy/Plan to promote the Children’s Rights and Business initiative and its components. This will include the definition of key audiences and business influencers, appropriate communications channels and tools and prioritization of communication and visibility activities during the contract period. ✓ Ongoing support in implementation and coordination of communication activities, stakeholder and media relations and social media management, in line with Communication and Visibility Plan. The aim is to establish and maintain supportive partnership and media relations and secure dissemination of public information contributing to the overall visibility of the initiative among key target audiences. This support should include as well the production of digital visibility materials and content. Digital materials could include production of relevant social media materials, infographics and presentations. ✓ Monitoring and regular reporting about the activities and results, including the media monitoring reports and relevant communication feedback summaries. This may include quarterly reports, as well as the final report about the implemented activities against KPIs.

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4. PLANNED UNICEF’s CHILD RIGHTS AND BUSINESS ACTIVITIES IN 2021

Activity Description Timeline Workshop for ICT sector on One day training for ICT sector on the impacts of ICT on children’s rights April/May CRB and presentation of UNICEF’s guidelines, tools and recommendations on 2021 children's rights for the ICT sector. Panel discussion on digital Online panel discussion which wil gather relevant stakeholders to discuss June 2021 marketing and children’s the impacts of digital marketing on children’s rights, to raise awareness rights in cooperation with of the impact of digital marketing on children, to present the experiences, HURA (TBC) attitudes and thoughts of children and youth, to present recommendations for advertising tailored to children's needs. UNICEF contribution to UNICEF actively collaborates with stakeholders from financial & May - June intruducion of ESG guidance investment sector (Zagreb Stock Exchange, HANFA) to introduce ESG 2021 in Croatian finance and (Environmental, Social, and Governance) criteria with emphasis on investment regulation (TBC) children’s rights in Croatian financial and investment regulation. The goal is to encourage investors to apply these non-financial factors and to increase their awareness on direct and indirect impact on children`s rights in relation to sustainable finance agenda. Activities will be agreed and defined until April 2021. Workshop for marketing One-day training for marketing industry professionals on responsible September sector on CRB marketing and advertising towards children (gender and body 2021 stereotyping, marketing unhealthy food and beverages, policy guidance) and on the tools developed by UNICEF on CRBP. CSR Academy 5th cycle of UNICEF’s training for business sector on children’s rights (5 September - workshops). December 2021 Family friendly conference in UNICEF will organize conference/events with relevant stakeholders to October cooperation with UN Global promote Family friendly business practices in Croatia. For the purpose of 2021 Compact Croatia the conference a survey on the implementation of family-friendly policies within the business sector (targeting up to 50 business representatives/companies of various size) and children and youth (via U-Report) will be conducted and recommendations for stakeholders will be presented. ICC Croatia conference on UNICEF as guest at the conference (speaker, panelists..). Details on the October responsible marketing and conference to be agreed. 2021 advertising National CSR Index Award - In November 2021 Croatian Business Council for Sustainable November promotion of the award for Development (HR PSOR) and the Croatian Chamber of Commerce 2021 responsible business organize the CSR Index competition which includes the award for the practices towards children Responsible Policies and Practices for the Protection of Children's Rights. The award is to be promoted and positioned among business community. World Children’s Day On the occasion of World Children’s Day (November 20) UNICEF November (UNICEF 75 Anniversary) organizes series of activities with business sector in order to promote 2021 children’s rights. Details on activities will be agreed in Q3 2021.

*The plan is tentative and activities and timeline may vary

5. DURATION Expected duration of service: April 2021 – March 2022

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6. EXPECTED DELIVERABLES Table 1: Services, tasks and deliverables

Indicators of achievement # Service description Tasks / deliverables Timeline

1 Communication & Visibility Strategy/Plan to Propose/develop: By the end of Month 1 Comunication and Visibility promote Children’s Rights and Business initiative • Communication and Visibility Strategy/Plan - including narrative, Strategy/Plan developed and related events and activities key messages, key media stakeholders map, business influencers, challenges and risks, digital and offline tactics Media analysis prepared and • Media analysis – analysis on tone and frequency of the relevant developed topics, list of relevant media 2 Preparation and coordination of communication Provide PR support for UNICEF’s CRB initiatives (events and activities) in Ongoing. # released press information activities, stakeholder and media relations and line with Communication and Visibility Strategy/Plan. Starting with Month 2 social media management and in line with the # articles/stories/interviews Develop/produce/coordinate/disseminate - this may include, with Communication and placements quantities estimated: Visibility Plan *UNICEF Croatia Social media channels: • Media gathering (estimated 1 in total) # successful media events held Facebook, Instagram, Twitter, LinkedIn, Youtube • Press releases (estimated 6-8 in total) • Articles/stories media placement interviews - to be offered for # people reached by messages UNICEF social media channels are administered publishing in national media and shared on social media, estimated and communication actions by UNICEF staff 10 in total • Monthly social media plans and content*, including links, tags # people engaged in public related of key stakeholders /partners, estimated average of 4 posts outreach activities monthly (focus on LinkedIn and Twitter, adaptation of posts for FB and IG - 2 adaptations monthly on average) # of people engaged on social • Production of digital visibility materials and content for all CRB media during the contract events and initiatives in line with Communication and Visibility Strategy/Plan. Digital materials could include production of relevant social media contents, including photos, illustrations, infographics and presentations. • Adapting/creating relevant content related to UNICEF’s programmatic topics (Child Protection, Early Childhood Development, Adolescents and Youth Engagement etc.) to engage business stakeholders (e.g. newsletter, e-mail, presentations, etc; estimated 1 monthly)

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Negotiate and nurture: • Positive media relations with special emphasis on relevant media and other key media outlets

3 Regular reporting about the activities and results Prepare: 4 quarterly reports • Quarterly detailed comprehensive report (4), including activity, Final project report visibility and media reports (up to 10 pages, links and annexes if needed). UNICEF provides press clipping. Final/Project end report, summarized regular and periodic reports According to reports’ into a comprehensive overview of activities, results at the end of timeline the project (up to 20 pages, links and annexes if needed)

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SUPPORT PROVIDED BY UNICEF

UNICEF will provide the following to the Communication Consultancy Agency:

✓ Key info about the Programme ✓ Communication & Visibility guidelines o Templates, boilerplates, application of logos etc. o On-going consultations and guidance o Guidelines for stories o Reporting procedures ✓ Contacts of relevant partners in the implementation of the Programme ✓ Ethical guidelines and standards, including those how the data will be handled ✓ Media clipping (initial package for developing Communication and Visibility Strategy/Plan + ongoing during the project)

1. TIMEFRAME AND PAYMENT SCHEDULE

• The timely completion of communication and visibility support services is of utmost importance for all stakeholders and participants in the Programme • Timely implementation of first activities should start as soon as possible and last until the project ends. • UNICEF will issue interim and final payments upon satisfactory completion of each Deliverable.

Table 2: Timeframe and payment schedule % of total # Scope of deliverable Timeframe amount 1 After UNICEF’s approval of deliverables under the pillar 1 20 2nd month of Contract 3 Upon approval of quarterly report 2 30 6th month of Contract 4 Upon completion of all activities and approval of all deliverables 50 Final payment upon completition of of all activities and approval of all deliverables

2. KEY PERSONNEL

Recommended structure of the ideal service provider should include: • Senior PR Professional / Manager (full-time) with 10-year experience in the domain. • PR Consultant (full-time) with 5-year experience in the domain. • Copyrighter & journalist (part-time) with 5-year experience in the domain.

Relevant experience that is expected and will be evaluated includes:

• Examples of completed similar/relevant projects and a Summary statement, demonstrating: o Proven track record in respect to required services in this ToR, with an emphasize on CSR projects and campaigns and relevant relations and understanding of business media scene and business influencers o Capacity to manage campaigns, including a range of strategies and tactics o Strong experience in developing and implementing of evidence-based, innovative and strategic messaging and materials o Demonstrated understanding and experience in creating successful, engaging and interactive multimedia or digital campaigns and social media packages o Use of monitoring, evaluation, data analysis and other mechanisms to ensure effectiveness

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