Germany - advertising services

Description

Lot 1: Creative further development of the campaign line for the youth campaign "Null Alkohol - Voll Power" (NAVP, 12- to 16-year-olds) both for the target group of 12- to 16-year-olds and for professionals and multipliers, as well as conceptual, content and creative development of media.The "Zero Alcohol Full Power" campaign: Since May 2012, the BZgA has been targeting 12- to 16-year-old children and adolescents with the "Zero Alcohol Full Power" alcohol prevention campaign in order to encourage critically distanced alcohol consumption. The BZgA is focusing on intervention effects nationwide by informing them about the health and psychosocial risks of alcohol consumption, encouraging them to adopt alcohol-distanced behaviour and promoting a responsible, socially acceptable and situation-appropriate handling of alcohol.The core target group of "Zero Alcohol - Full Power" are children and adolescents aged 12 to 16 years, in Germany this currently comprises about 3.8 million people. The campaign starts before the development and stabilization of abusive consumption patterns. The concentration on this target group takes place because it is the younger adolescents who show the highest vulnerability with regard to alcohol. The campaign addresses children and young people who do not or not yet consume alcohol as well as young people who try and experiment. The campaign targets both female and male adolescents, although epidemiological data show that the prevalence of alcohol consumption is higher among male adolescents. This age group, to which the provisions of the Protection of Minors Act prohibit the sale of any form of alcohol, is primarily addressed as not consuming. In addition to information about alcohol-related problems and risks, the focus is on positive behavioural alternatives. "Null Alkohol - Voll Power" communicates preventive content by linking the campaign to the resources of young people who are important in their lives. These include music, sport and dance as forms of expression of liveliness, of intense and intoxicating experience - awake, present and with all senses. In short: as an expression of "full power". The renunciation of alcohol is communicated as a gain for one's own quality of experience. The Youth Alcohol Prevention Campaign is a multi-level campaign aimed at achieving nationwide intervention effects and is made up of the mass communication, Internet and personal communication measure areas: The campaign's structure and design are intended to further increase the campaign's awareness level within the target group throughout Germany. The area of campaign awareness includes, for example, the increase in awareness of the campaign logo or campaign claim as well as central measures and the increase in the use of information and consulting services by the target group. Brochures, posters and advertisements ensure the mass media distribution of preventive content. The Internet platform www.null-alkohol-voll-power.de makes the information and participation offers available online. In addition, the campaign about the Voll Power school tour and the two personal communicative measures, the youth film Days "Nicotine and Alcohol - Everyday Drugs in Focus" (www.rauch-frei.info/events/jugendfilmtage.html) and the participation course KlarSicht (www.klarsicht.bzga.de) is present in the schools. Lot 2: Creative further development of the campaign line for the nationwide youth campaign for the prevention of alcohol abuse "Alcohol? Kenn dein Limit" for the target group of adolescents and young adults between 16 and 20 years of age as well as professionals and multipliers. Against the background of the (and possibly already risky) consumption of alcohol in adolescence, the BZgA started with the support of the Verband der Privaten Krankenversicherung e. V. (Association of Private Health Insurance). (PKV) in 2009 launched the nationwide youth campaign "Alcohol? "Know your limit. Due to the vulnerable phase of life (e.g. the search for challenges typical of young people, inexperience in dealing with alcohol) and the fact that it is easier for young people to influence themselves, it is aimed at the target group of 16 to 20 year olds and is intended to promote a critical attitude towards alcohol and motivate them to deal with it as health-consciously as possible. The aim is to reduce or keep as low as possible the regular consumption of alcohol, the proportion of intoxicated drinking and risky drinking patterns and quantities among adolescents and young adults. The core target group of 16- to 20-year-olds comprises around 4.3 million people in Germany, for whom nationwide intervention effects are to be achieved. The youth campaign is conceived as a multi-level campaign that integrates mass media measures and personnel communication in several living environments and is supplemented by the use of online, print and other media elements. Further information on the youth campaign can be found in the annex "Short concept of the youth campaign "Alcohol? In order to increase awareness of the campaign, mass communicative measures have also been used since 2009 in addition to personal communicative measures. These included cinema spots, outdoor posters, print ads and ambient media (indoor posters, free postcards and festival spots). An overview of the print materials for the 2009-2018 youth campaign is attached in Annex D. This means that the majority of the campaign is known in Germany, as more than 80 percent of the 12- to 25-year-olds surveyed in the alcohol survey already remember the slogan "Alcohol? Know your limit". In the 2016 Alcohol Survey, 98 percent of those surveyed stated that they welcomed the BZgA's commitment to informing them in this way about the risks of alcohol consumption. The slogan of the campaign "Alcohol? Know your limit." conveys a positive message and appeals to the target group's sense of responsibility with regard to alcohol consumption. This is in line with the concept of positive framing of messages. Know your limit" will now be continued beyond the period 31.12.2018. From 2019, the main task of mass communication will continue to be to maintain and increase the reach and awareness of the campaign. The strategic planning of the media measures takes particular account of places where young people are mainly on the move and are staying, as well as media with an affinity to young people. Ambient media (free postcards and indoor posters) are used in the catering trade for young people as well as in (vocational) schools and universities, the campaign spot is shown at festivals. In view of the target group-specific orientation of the campaign, the identification of the contractor with the target group of 16- to 20-year-olds is of decisive importance for the success of the campaign.I.Ü. see description of services Lot 3: Conception, organisation and implementation of events and activities (such as youth events, fairs, specialist conferences and workshops) to reach young people and multipliers as well as to supplement the press and public relations work of the youth campaign "Alcohol? Know your limit. "The youth campaign "Alcohol? Know your limit" regularly conducts high-profile activities. These include the press dates for the publication of the results of the BZgA representative survey "Alcohol Survey", which take place every two years, as well as the presence at specialist conferences, trade fairs, youth events, etc. For these events and actions either conception, organization and execution as well as independent events are to be furnished, or on existing fairs / technical conferences etc. the campaign with e.g. an info. or a fair booth to represent. the organization and execution of meetings covers among other things: - press discussions, press conferences, - execution of Workshops with specialists, - campaign operational readiness level at meetings such as Events, fairs, technical conferences etc.. (e.g. with an information booth/information table),- carrying out youth campaigns that contribute to cross-media networking and increasing the level of awareness of the campaign,- designing, organising and carrying out events, including the following tasks:- developing ideas and creating concepts,- scheduling, - researching service providers and locations, etc..,- Obtaining comparative offers, coordinating external costs, invitation management, accompanying public relations and press work: press acquisition, compiling press kits in coordination with the press office of the BZgA, overall coordination incl. stand construction and dismantling, implementation incl. moderator acquisition as required, support and (partial) organisation of PR campaigns by/with local partners, design of the premises (e.g. Participative concept development methods with the target groups of the youth campaign (e.g. in the form of a creative competition, etc.) may be used; § 7 Awarding services to third parties must be taken into account in the production and awarding of contracts.

Opportunity closing date

28 August 2019

Value of contract

£0-100k