October 26, 2012
TERMS OF REFERENCE
for the Production of a Public Service Announcement (PSA)
Counterpart International (CPI) Armenia,
which is the implementer of the USAID-funded Civil Society and Local Government
Support (CSLGS) Program, solicits applications for the production of a Public
Service Announcement on local tax collection. The proposals are
accepted from non-profit and for-profit organizations that are registered as legal
entities and have certain expertise in production of public service announcements.
is an international non-governmental organization that works with communities
and citizens around the world offering sustainable solutions to global challenges.
CSLGS Program aims to
increase the level of informed and organized civic activism at the local and
national levels, along with more participatory, decentralized, efficient and
accountable local governance that leads to a more democratic society.
International’s CSLGS Program is being carried in 43 communities of Armenia.
Tentative start date of service – November 26, 2012
Service end date – December
The goal of the Project is to increase the
level of local tax collection in Counterpart’s partner communities.
At present, in Armenia most
municipalities need to improve their tax administration. In some cases less than 50% of
taxes are collected by municipalities. Due to poor tax collection local
authorities cannot fully and properly exercise their responsibilities.
On the other hand taxpayers do not properly understand the importance of paying
local taxes as a source of revenues that can be used for the benefits of their
communities. They are not well aware that municipalities are
entitled to collect taxes and that they need this money to provide municipal
services to citizens.
Local tax administration needs
further improvement and strengthening. The important task of the municipalities
is to shape appropriate beliefs, behaviors and discipline among taxpayers that
from the decent tax payments not only the communities, but also the taxpayers are
benefiting. Taxpayers need to know for what they are paying and why.
By increasing the level of public
awareness about the benefits of the proper tax collection Counterpart International intends to asssit its
partner communities to improve and facilitate the process of local tax
administration and increase their revenue flows.
This Terms of Reference is developed for the production of one Public
Service Announcement with a total duration of 30 to 60 seconds, which will be
broadcast through local media outlets to raise public awareness about the benefits of
the proper local tax collection.
Scope of the work and expected outputs
The key outcomes of the assignment are as follows:
successful applicant should produce one 30-60 second PSA on benefits of the proper
local tax collection in
Armenia, capturing the messages above through picture imagery, videos,
voice-overs and sound effects.
The PSA should:
- Be targeted at Armenian local
- Be creative and innovative
- Have an effective and understandable
The PSA should meet the following criteria:
- Length: preferably 30 seconds, up to
60 seconds total
- Be in high-definition broadcast
- Format: Archival Gold DVD; be
submitted as 2 Master DVDs and 2 copies
- Include a version of the PSA, in a
compatible format for uploading onto the intranet
- Language: Armenian (subtitles in English
should be also produced)
- Include the logos of USAID, Counterpart
International Armenia and implementing organization as well as appropriate
with the Counterpart International Armenia all
throughout the production process. The approval of the CPI required on the
- First draft of the PSA
- Final product.
Under the direct supervision of the
Counterpart International Armenia, the selected organization will be
responsible for the production of one Public Service Announcement with the
following theme: Responsible taxpayer.
The "Responsible taxpayer” PSA will
project the message that if citizens have a full understanding of the benefits
of proper local tax collection for the communities and their inhabitants, they
would be more apt to fulfill their obligations.
The current assignment consists of
the following tasks:
- Explore available reference materials
including films, photographs, animation, graphics, etc.;
- Develop the overall concept and
scenario of the PSA;
- Perform appropriate filming;
- Compose the script and textual
materials, which will be used in the PSA;
- Produce the video clip in DVD format.
organization should work closely with Counterpart International, while
consulting the implementation of each task with the latter.
The current assignment will need to be completed by December 28, 2012.
organization selected to provide services will report to the Local Government
Program Director and
should closely cooperate with the
Local Government team members.
The applicant must have
- At least five years experience in video
- Experience/skills in creative writing and/or
- Experience in working with local governments,
mass media and international organizations.
in video productions which convey social, economic and/or development issues would
be a significant plus.
The applicant should submit the following:
- Detailed project proposal, including
the PSA scenario’s overview,
- Preliminary workplan,
- Information sheet, describing the applicant’s
details as well as experience in producing similar video clips,
- List of similar productions in the
past, with proof of production,
- Cost proposal in AMD,
including all taxes and duties. Counterpart is exempt from value-added
tax and will provide the contractor an appropriate document about the VAT exemption.
All proposals will
be evaluated based on both quality and price factors. The preference will be
given to the best proposal with lower price. The applications will be evaluated based on the following criteria:
- Project proposal (PSA
scenario’s overview, workplan) – (40%)
- Work experience
successful similar productions) – (30%)
- Cost proposal – (30%).
The provision of services will be formalized in
a contract, outlining the terms and conditions, as well as obligations of the
The HARD COPY of the proposal, either in Armenian or English, signed and sealed by the
legal representative of the organization must be submitted in a closed envelope
to the following address: Yerevan, Demirchyan 62, by November 9, 18:00 p.m. The envelope should be marked as follows: "Bid for the Production of a
Announcement on Local Tax Collection.”
An electronic version of the application (e.g. CD) must be also submitted
in addition to the hard copy. Proposals should be written in Times New Roman
12p (English) and/or Arial Unicode 12 (Armenian), 1.5 spacing.
Please send bid-related questions to email@example.com by November 2. No phone calls are accepted. Please do not send proposals
by the electronic mail.
received later than the submission deadline will not be accepted.
If the proposal does not fall within the
guidelines described in this solicitation, it will not be considered.
Applications and accompanying documentation
will not be returned. Rejected applications will not be notified in writing.
Disclaimer: Please note that the issuance of this TOR does not
constitute a commitment on the part of Counterpart for paying for the costs
incurred in the preparation and submission of the TOR, nor a commitment to
provide project funds.