Terms of reference for an External Creative & Digital Agency for Global Civic Space Digital Campaigns
CIVICUS is a global civil society alliance dedicated to strengthening citizen action and civil society around the world. As part of its mission to protect and expand civic space, the organisation runs global advocacy, mobilisation and public engagement efforts that raise awareness of civic space conditions and human rights challenges in diverse contexts.
To enhance the reach, creativity and impact of these efforts, CIVICUS seeks to engage an external creative/digital agency with a strong background in non-profit campaigning and a proven track record of delivering high-impact digital mobilisation and influence strategies at the global level.
Background
Around the world, civic space continues to deteriorate, with the CIVICUS Monitor showing that most people now live in countries where fundamental freedoms of association, peaceful assembly and expression are significantly restricted. Civil society organisations, human rights defenders and communities face tightening regulations, surveillance, attacks and shrinking opportunities to participate meaningfully in public life. In this context, it is increasingly urgent for civil society and citizen-led movements to play a more proactive role in shaping public discourse, influencing narratives and mobilising people power in defence of civic freedoms. Strengthening the visibility, resonance and impact of civic space issues through creative, evidence-based digital engagement is essential to counter repression and expand the possibilities for collective action.
Purpose of the Assignment
The purpose of this consultancy is to support the development, refinement and implementation of highly engaging digital campaigns that mobilise and influence global audiences on civic space and human rights issues.
The agency will:
- Co-create campaign concepts based on civil society-led research and analysis, as well as CIVICUS advocacy and campaigns priorities.
- Produce compelling, high-quality digital content.
- Implement integrated digital strategies across multiple regions and languages.
- Provide data-driven insights to optimise engagement, reach and influence.
Scope of work
The selected agency will be responsible for the following:
1. Campaign Strategy & Concept Development
- Translate research, evidence and civil-society insights into clear, persuasive campaign narratives.
- Facilitate co-creation processes with CIVICUS staff and partners, including workshops or collaborative design sessions when relevant.
- Develop creative concepts, messaging frameworks, user journeys and audience personas.
- Provide strategic recommendations for timing, platforms, formats and target audiences.
2. Digital Marketing & Mobilisation
- Develop and execute digital marketing strategies (organic and paid) to maximise audience reach, engagement and mobilisation.
- Manage and optimise digital advertising across platforms, if needed.
- Track and report on performance using robust digital analytics tools.
- Conduct audience insight research and A/B testing to improve resonance and impact.
- Support mobilisation tactics, including petitions, pledges, influencer outreach and supporter activation.
3. Creative Content Production
- Produce high-quality multimedia content, in different formats such as:
- Short-form videos and animations
- Motion graphics and social media assets
- Visual explainers, infographics and illustrations
- Campaign landing pages or microsites (design and light development)
- Toolkits and assets for partners to localise and disseminate
- Ensure content is adapted for different cultural, linguistic and political contexts.
4. Localisation & Contextual Sensitivity
- Translate and tailor campaign content for different geographies and audience segments.
- Demonstrate deep understanding of diverse civic space contexts, ensuring messaging is safe, accurate and locally relevant.
- Work with CIVICUS members and partners to validate content and strategies.
5. Project Management & Coordination
- Participate in regular coordination meetings with the internal team.
- Produce workplans, timelines and milestone updates.
- Collaborate with multiple internal teams and external partners.
- Maintain high responsiveness and flexibility around evolving needs and contexts.
Deliverables
- 3 Campaign strategies including narratives, audience segmentation, key messages and platform plans.
- Creative concepts and storyboards for each campaign.
- Complete asset packages such as videos, graphics, toolkits, etc.
- Digital marketing plans per campaign.
- Performance reports with analytics, insights and recommendations.
- Partner localisation support for key campaign elements.
Duration of the Contract
The initial contract period will be 10 months, running between February and November 2026.
Required Expertise & Qualifications
- Minimum 5–7 years of experience delivering global-level campaigns for civil society, human rights, or advocacy organisations.
- Demonstrated experience working across multiple regions, cultures and political environments.
- Proven track record of co-creating campaigns with civil society organisations and diverse stakeholders.
- Expertise in digital advocacy, audience engagement, and mobilisation strategies.
- Strong digital insights and analytics capabilities.
- Advanced digital marketing proficiency (organic and paid).
- High-quality creative production capacity (visual design, video, multimedia).
- Ability to develop culturally sensitive and accessible content.
Application Requirements
Interested agencies should submit:
- A brief proposal outlining their approach, methodology and understanding of the assignment.
- Portfolio of relevant work, including links to past global advocacy or mobilisation campaigns.
- Team bios highlighting key expertise.
- A budget estimate, including daily/weekly rates and projected costs for creative production and ad spend (if applicable).
- Two references from previous clients in the non-profit or advocacy sector.
Interested candidates should submit all required documentation to [email protected] with the subject line: Digital Campaigning 2026, by 11th January 2026.
The agency will report to the Innovation and Quality Management Lead and will work collaboratively with different teams and partners across the CIVICUS Alliance.
Regular check-ins and deliverable reviews will be agreed upon in a jointly developed workplan.