Questions	Answers
1. We are currently considering participating in the tender for the purchase of services for the design and implementation of an information campaign and have a question for clarification. Regarding the “Description of the proposed informational campaign” (as per Section F), could you please clarify the expected level of detailing for the technical proposal? Specifically, should the offer include preliminary visual concepts or references, or is it sufficient to provide only a narrative description that presents our approach to the tasks?	1. We expect a narrative proposal (in English and Ukrainian) explaining how you intend to achieve the deliverables set out in the Act of Engagement. Your submission should address: • the overall approach and methodology; • planned scope and estimated audience reach; • number and types of placements; • locations and dissemination channels. Where relevant, you may also include indicative details such as placement formats, approximate quantities, or geographic coverage — but this is illustrative, not prescriptive. Detailed visual designs are not required at this stage. However, if you have references or concepts from similar campaigns, you are welcome to include them, particularly to support your portfolio of previous projects.
2. Could you please confirm whether the total budget for the entire campaign should not exceed EUR 30,000 excluding VAT?	2. We confirm that the total budget for the entire campaign, including VAT, should not exceed EUR 30,000 (as indicated in the Act of Engagement).
3. Could you provide more details regarding the target audience? Does “people affected by the war” refer to the entire population of Ukraine, or specifically to IDPs, those who lost property, or those who lost family members?	3. The term “war-affected people” should be understood broadly. It includes, inter alia, internally displaced persons (IDPs), individuals whose housing has been damaged or destroyed, victims of conflict-related sexual violence, former detainees/captives, and persons who have acquired disabilities as a result of the war. Ukrainian legislation does not provide an exhaustive list of such categories; therefore, the campaign should address a wide range of affected individuals. The campaign may also target people who are in contact with or support war-affected individuals, as they can play an important role in facilitating access to legal assistance.
4. What is the geographical scope of the placement — is it all of Ukraine, or is there a prioritisation by region?	4. The campaign shall cover the territory under the control of the Government of Ukraine. Bidders are encouraged to propose a placement strategy based on their own expertise and analysis, which may include: • regions with a high concentration of IDPs; • regions significantly affected by destruction of housing; • routes connecting frontline areas with western regions (e.g. railway connections); • other relevant geographical priorities.
5. Please provide a description of the services to be communicated to the target audience. Which specific types of legal support should be promoted?	5. The core message of the campaign is: “If you are a person affected by the war and need protection of your rights, please contact the relevant national institutions providing legal assistance.” Detailed content and key messages will be provided by national partners. The service provider will be expected to adapt these messages to different formats and channels, in line with the Council of Europe visual identity and communication standards.
6. How many key visuals (creative concepts) do you expect for this campaign?	6. The campaign will involve at least two national partners and multiple placement formats (e.g. transport advertising, citylights, metrolights, digital placements). Our preliminary expectation is to have at least 5 key messages per partner per placement format. Bidders are expected to propose a detailed and optimised creative and placement plan, taking into account available formats, locations, and budget efficiency.
7. Could you provide the landing page URL where the digital campaign will direct traffic?	7. The relevant links (websites, landing pages, and social media channels) will be provided additionally by the national partners. The campaign should consider that beneficiaries may seek assistance through different channels, including websites, hotlines, and messaging platforms (e.g. Telegram).
8. Please provide the link to the Facebook page.	8. The relevant social media channels, including Facebook and other platforms, will be provided additionally by the national partners.
9. What is the primary media goal of the digital campaign — increasing reach among the target audience or driving traffic (clicks) to the website?	9. The campaign is expected to combine both broad reach among the target audience and effective redirection of users to relevant services (website visits, applications for legal aid). For reference, results of a similar campaign implemented in 2024 included: • outdoor reach: approx. 1,725,000 individuals (billboards, metro stations, citylights, intercity trains); • Meta Ads: 4,471 clicks, 1,513 applications, 542,630 impressions, 213,573 unique users; • Google Ads: 34,592 clicks, 1,184,839 impressions, 637,596 unique users.
10. In the digital placement section (point 3 of the table), does “approximate number of users accessing services via the provided links” refer to website visits/clicks?	10. Yes, this should be understood as expected traffic (clicks/visits), as well as potential conversions where applicable.
11. Is it possible to extend the proposal deadline to 15 May?	11. Your request has been duly noted. A decision on any possible extension will be made based on the overall submission dynamics and, if taken, will be published on the tender page in due course.
12. Does the EUR 30,000 budget cover the full scope of services, including strategy, design, production of materials, placement (outdoor, transport, underground), digital media budget, monitoring, reporting, and taxes?	12. Yes. The total budget of EUR 30,000 is expected to cover the full scope of services, including strategy development, production of materials, media placement (offline and digital), dissemination, monitoring, reporting, and all applicable costs and taxes.
13. Does the financial proposal need to itemise the cost of each component (media, advertising, placement), or should it indicate the total cost per deliverable without detailed breakdowns?	13. The financial proposal should follow the structure of the Act of Engagement. It is not required to provide a detailed internal cost breakdown. Please indicate the total cost per deliverable as specified.
14. Is there a recommended length for the information campaign description? Should the proposal include preliminary implementation ideas (examples of messages, design), or a general strategic framework covering the target audience, proposed messages, and distribution channels?	14. There is no strict page limit. The proposal should be concise but sufficiently detailed to demonstrate a clear and feasible approach. It is expected to include: • target audience description; • proposed approach and communication logic; • channels and distribution strategy. Indicative implementation ideas (formats, approaches) are welcome, but full creative development is not expected at this stage.
15. Is there a mandatory set of channels, or can tenderers propose their own media mix within the budget? Are there any restrictions on specific channels (e.g. TikTok)?	15. There is no fixed mandatory list of channels. Tenderers are encouraged to propose a media mix that is most effective for reaching the target audience within the available budget. The choice of channels should be justified and appropriate to the campaign objectives.
16. What specific materials and messages will the national partners provide: ready-made texts, legal content, service contacts, tone of voice, brand book, visual identity? Could examples be shared to help prepare a relevant proposal?	16. The national partners will provide core content, including verified legal information, key messages, service contacts, and branding elements. More detailed materials will be shared with the selected provider during implementation. For reference, similar campaigns have previously included placements such as metro systems, Ukrzaliznytsia trains, and outdoor formats including billboards and citylights.
17. What is the process for approving materials? How many rounds of revisions are planned, and who makes the final decision, given the tight campaign timeline?	17. All materials will be subject to approval by the Council of Europe, the national partners (the Centre and the Office). The process will be organised to ensure timely implementation. Tenderers are encouraged to propose a realistic workflow, including revision cycles.
18. Should the digital campaign direct traffic only to the existing official resources of the national partners, or is it necessary to create separate landing pages linked via QR codes from advertising banners?	18. The campaign is expected to primarily direct users to existing official resources (e.g. website, Telegram, chatbot). The creation of additional landing pages is not required but may be proposed if justified.
19. What KPIs would be considered the minimum acceptable for the campaign: reach, impressions, clicks, CTR, website visits, number of service enquiries, or other media metrics? Should all KPI proposals be put forward by the contractor?	19. Tenderers are expected to propose relevant KPIs as part of their methodology. For reference, results of a similar campaign implemented in 2024 included: • outdoor reach: approx. 1,725,000 individuals (billboards, metro placements, citylights, Intercity trains); • Meta Ads: 4,471 clicks, 1,513 applications, 542,630 impressions, 213,573 unique users; • Google Ads: 34,592 clicks, 1,184,839 impressions, 637,596 unique users. Proposed KPIs should be realistic and aim to achieve comparable or improved results.
20. Will the selected provider have access to statistics from the national partners’ official resources (e.g. clicks via QR codes/links) in order to measure the campaign’s effectiveness?	20. Communication and coordination with national partners will be ensured, including access — where feasible — to relevant performance data (e.g. reach, clicks, engagement) necessary for campaign monitoring.
21. Are there requirements regarding the accessibility of materials for people with disabilities (contrast, readability, alt text, subtitles, easy-to-read versions)?	21. Yes, accessibility should be taken into account and aligned with the policies and standards of the Council of Europe. The selected provider will be given access to relevant guidelines, including requirements on fonts, colours, logo placement, and general communication standards. Materials should also consider readability, contrast, and inclusive design where applicable.
22. Is it possible to participate in the tender by covering only part of the scope — specifically campaign development, creative concept, and production of materials — without taking responsibility for media placement and dissemination?	22. This tender is designed to cover the full scope of the information campaign, including development, production, placement, and dissemination of materials. Partial participation covering only selected components is not foreseen under this procedure.