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REQUEST FOR PROPOSAL (RFP) – International Humanitarian Law (IHL)/Law of Armed Conflict (LoAC) Behavioural Change Communication (BCC) Campaign – Ukraine 2024/25

This RFP and any submissions for consideration should be made in English. However, submissions in Ukrainian will also be considered. If any prospective applicant wishes to receive this RFP in Ukrainian for clarity, please contact Geneva Call at

Цей ЗНП та всі заявки, що подаються на розгляд, повинні бути подані англійською мовою. Однак заявки українською мовою також будуть розглянуті. Якщо потенційний заявник бажає отримати цей ЗНП українською мовою, будь ласка, зв’яжіться з Женевським Закликом за адресою:

1.              RFP Objective

Geneva Call (GC) is seeking proposals from creative communication agencies to develop and implement comprehensive behaviour change communication (BCC) activities in line with its 2024 Ukraine Programme Strategy. Geneva Call’s primary audiences in Ukraine are combatants, particularly those who may not have received comprehensive training in International Humanitarian Law (IHL) or the Law of Armed Conflict (LoAC). Therefore, the content must be relevant and engaging for [Ukrainian] combatants.

A primary pillar of GC’s core mission is to influence behaviour and foster positive attitudes towards IHL compliance. Based on a series of research initiatives and ongoing monitoring work, GC has been working to improve its understanding of what is most effective in promoting IHL compliance and norm internalization, leading to IHL adherence in combat operations.

Recognizing the benefits of social media in teaching and promoting IHL, along with the proliferation of social media in Ukraine, GC invites proposals from organizations with expertise in digital technology, with experience in humanitarian education being an advantage, to develop and promote engaging IHL/LoAC educational and promotional content. The selected agency will work with GC to increase awareness and understanding of IHL/LoAC principles among target combatants, military units, and other relevant stakeholders. The selected service provider will develop, implement, and monitor a comprehensive BCC strategy based on GC’s data on combatants’ knowledge, attitudes, and practices (KAP) related to the law of armed conflict.

Additional information regarding GC’s approach, including detailed examples of its current/previous BCC, can be found in the RFP Annex 1.

The selected agency will collaborate with Geneva Call in achieving the following primary objectives:

  • Strategy Development: Design and implement behaviour change communications with hard-to-reach audiences. Enhance military personnel’s knowledge, attitudes, and practices (KAP) on IHL/LoAC, improving their understanding and uptake of the laws of war.
  • Creative Development: Develop and implement communication strategies to popularize existing brand visibility of IHL/LoAC online campaigns and digital learning tools. Pilot new peer-to-peer approaches.
  • Build Brand Awareness: Disseminate key messages on IHL/LoAC to counter misunderstandings, indifference, and skepticism towards the rules of war.
  • Rebranding and Scaling Ongoing Campaigns: Develop subtle promotion tactics to scale brand identity across countries affected by armed conflicts, taking into account various cultures and traditions.

Tailored messages are to be disseminated through various selected channels of communication, such as peer-to-peer, group, and mass media, to bring about positive changes in IHL/LoAC-related attitudes and ultimately behaviour.

2.              RFP Calendar

The timeline for the RFP process is below. While we do not anticipate any changes to this timeline, Geneva Call reserves the right to adjust the timeline as needed.

RFP Issue Date:18 June 2024
Deadline for Receipt of Questions:25 June 2024
Deadline for Receipt of Proposals:18 July 2024 (23:59 [GMT+2])
Vendors Presentations Anticipated Date
(Tentative – To be determined based on the volume and quality of proposals received)
15 – 19 July 2024
Vendor Selection Anticipated Date and Contract Negotiation26 July 2024 (23:59 [GMT+2])
Start date of operational services:1 August 2024

3.           Proposal Submission Address

Please divide the offer into two separate proposals, the financial proposal and the technical proposal to the address below no later than 23:59 (GMT+2) on 18 July 2024. Digital submissions are strongly encouraged; however, hard copies can be submitted to the mailing address below but must be postmarked by the proposal deadline.

Geneva Call 

47 chemin de la Chevillarde, CH-1224 Chêne-Bougeries Geneva – Switzerland        

And/or to the following email address:

The financial proposal can be sent to:

The technical proposal can be sent to:

4.           Bid Validity

Proposals are expected to be binding for a period of ninety (90) days from the published response date. Please see RFP attached for more details.

5.           RFP Terms & Conditions

  • The Request for Proposals is not and shall not be considered an offer by Geneva Call.
  • All responses must be received on or before the date and time indicated on the RFP.
  • All proposals will be considered binding offers. Prices proposed must be valid for the entire period provided by respondent.
  • All awards will be subject to Geneva Call’s contractual terms and conditions contingent on the availability of donor funding.
  • Geneva Call reserves the right to accept or reject any proposal or cancel the solicitation process at any time and shall have no liability to the proposing organisations submitting proposals for such rejection or cancellation of the request for proposals.
  • Geneva Call reserves the right to accept all or part of the proposal when the award is provided.
  • All information provided by Geneva Call in this RFP is offered in good faith. Individual items are subject to change at any time, and all bidders will be provided with notification of any changes. Geneva Call is not responsible or liable for any use of the information submitted by bidders or for any claims asserted therefrom.
  • Geneva Call reserves the right to require any bidder to enter a non-disclosure agreement.
  • The bidders are solely obligated to pay for any costs, of any kind whatsoever, which may be incurred by the bidder or any third parties, in connection with the Response. All responses and supporting documentation shall become the property of Geneva Call, subject to claims of confidentiality in respect of the response and supporting documentation, which have been clearly marked confidential by the bidder.

6.           Attachments