Tobacco Free Initiative (TFI)

Request for proposals

For creative work for World No Tobacco Day 2013


World No Tobacco Day is celebrated on 31 May to highlight the health risks associated with tobacco use and advocate for effective policies to reduce tobacco consumption. Tobacco use is the second leading cause of death globally (after hypertension) and is currently responsible for killing one in 10 adults worldwide.

The theme for 2013 is: ban tobacco advertising, promotion and sponsorship.

Evidence shows that comprehensive advertising bans lead to reductions in the numbers of people starting and continuing smoking. Statistics show that banning tobacco advertising and sponsorship is one of the five most cost-effective ways to reduce tobacco demand and thus a tobacco control “best buy”.

The global tobacco epidemic is the leading preventable cause of death, and kills nearly 6 million people each year, of which more than 600 000 are people exposed to second-hand smoke. Unless we act, the epidemic will kill more than 8 million people every year by 2030. More than 80% of these premature deaths will be among people living in low- and middle-income countries.

Most countries lack complete bans

Despite their effectiveness, only 6% of the world’s population was covered in 2010 by a complete advertising ban (WHO Report on the Global Tobacco Epidemic, 2011). To help reduce the devastating health consequences of tobacco use, bans work to counteract :

  • the deceptive and misleading nature of tobacco marketing campaigns;
  • the unavoidable exposure of youth to tobacco marketing;
  • the failure of the tobacco industry to effectively self-regulate; and
  • the ineffectiveness of partial advertising bans.

Overall goal of World No Tobacco Day 2013

The ultimate goal of World No Tobacco Day is to contribute to protect present and future generations not only from these devastating health consequences, but also against the social, environmental and economic scourges of tobacco use and exposure to tobacco smoke.

Specific objectives of the 2013 campaign are to:

  • spur countries to implement WHO FCTC Article 13 and its Guidelines to completely ban tobacco advertising, promotion and sponsorship such that fewer people start and continue to use tobacco; and
  • drive local, national and international efforts to counteract tobacco industry efforts to undermine tobacco control, specifically industry efforts to stall or stop comprehensive bans on tobacco advertising, promotion and sponsorship.

Target audiences

WHO encourages individuals and organizations working at international, national, and community levels, in the public and private sectors and civil society, to engage in activities relating to World No Tobacco Day. The primary goal for campaign products to be developed in this campaign would be their wide use, in original or adapted form, by the network of WHO regional and country offices and WHO Member State governments, specifically ministries of health, to reach their target audiences such as:

  • the general public;
  • civil society groups;
  • professional associations (e.g. medical practitioners, nurses);
  • academia; and
  • other branches of government.

Scope of request

The agency will develop a creative concept that achieves the objectives of the campaign and reaches the target audiences as outlined above. The concept should be such that it can be adapted with relative ease to different regional and cultural contexts across the world.

The following deliverables should be produced:

  • A creative concept designed to make the topic of this year’s campaign clear and accessible to a wide audience. Possible strapline(s) or slogan(s) are welcome, but not essential.

  • Design and layout of poster/s that can be used by audiences in the Americas, Africa, Eastern Mediterranean, Europe, South-East Asia and Western Pacific – in Arabic, Chinese, English, French, Russian and Spanish. A “template” design that can be adapted by country-level colleagues and partners can be considered.
    Primary audiences: national and local health authorities and facilities; partner and civil society organizations at international, national and local levels, as a means of reaching the general public, health professionals and other key groups.

  • Design and layout of a technical document which includes: detail on the scope of the public health burden associated with tobacco use, what is already being done to reduce the public health burden, the role of WHO, and what more needs to be done at international, national, local and individual levels – in Arabic, Chinese, English, French, Russian and Spanish.
    Primary audiences: all those involved in or interested in tobacco control and noncommunicable diseases

  • Design of large-format banner for high-impact visual display – in English
    Audiences: WHO staff and visitors to WHO headquarters

  • Conceptualization, scripting and production of a dynamic and creative 30-second video – in English, with additional versions in in Arabic, Chinese, English, French, Russian and Spanish1
    Primary audience: general public

Photos may need to be purchased. Proposals should account for this.

The agency will be expected to provide all graphic design materials in original graphic design format (in InDesign). All graphic elements (including Photoshop files, photos, and Illustrator vector files) should also be provided. Videos should be produced in HD format (1080i/50). While they may be initially transmitted electronically in H264 or similar compression, final master versions should be provided in both compressed and uncompressed forms. If required, an inter version should also be provided.

The copyright of all deliverables will be solely invested in the World Health Organization.

Responsibility of WHO

  • Input to proposals throughout
  • Text of technical document
  • Translation of text of poster/s, banner, technical document and video in Arabic, Chinese, French, Russian and Spanish
  • Proof-reading of all laid-out materials

Submission of proposal and budget

Applicants are requested to submit a proposal in writing that includes the following:

  • Statement of interest
  • Initial creative concept
  • Ideas for possible images/symbols and/or designs
  • Breakdown of costs of deliverables
  • Examples of previous work undertaken
  • Profiles of the lead consultant and other individuals who would work on the project

Award of contract

The award shall be made to the agency whose proposal appears to best meet the requirements of the Project in terms of quality and cost.

WHO reserves the right to contact bidders subsequent to submission of proposals and prior to award for clarifications. Revisions may be permitted after submission of a proposal, and prior to award.

WHO reserves the right to reject any or all proposals submitted.

Interested parties must not have any affiliation, funding ties or other relationships with the tobacco industry. As a component of contracting with the WHO Tobacco Free Initiative, the selected agency will be expected to sign a declaration of interest form, identifying any possible conflicts of interest.

WHO shall not be responsible for any costs incurred by the agency in preparing, submitting or presenting its proposal.

WHO shall inform all agencies submitting proposals of its final decision, together with brief reasons for the decision.


  • WHO issues request for proposals: 31 December
  • Deadline of submission for request for proposals: 28 January
  • Award of contract: 8 February
  • Campaign deliverables:
    • Poster/s – in all languages: end-February
    • Technical document in English: mid-March
    • Executive summary in other languages: mid-April
    • Banner: end-April
    • Production of video in English: mid-April
    • Production of video in other languages: end-April

Further information and project submission

For further information or questions, please contact:

Joel Schaefer or Alison Brunier
Department of Communications, WHO Geneva

Proposals should be submitted to both Joel Schaefer and Alison Brunier at the above-noted e-mail address.

1 Bids can be submitted without inclusion of the production of a video.

Last update:

27 December 2012 16:27 CET