Summary and Scope of Work

Right To Play International is seeking a creative and experienced video production agency or content creator(s) to work on a video project that will inspire and excite our supporters through the power of play. 

• The winning agency will produce a series of 10 to 12 short videos that bring to life how children learn and develop through play, engage the audience in experiencing play in action, and showcase how Right To Play protects, educates, and empower children to rise above adversity through the power of play. 
• The scope of work includes the development of creative treatments; storyboards and scripts; and the production of the finished videos. 

o             We are eager to hear your vision for the creative approach that will best meet our and our audiences’ needs. 

o             Right To Play’s project lead will be available to provide subject matter expertise and collaborate on scripting directions

o             Please quote for up to three rounds of review/feedback.

• The primary use of the videos will be on social media (Instagram, Facebook, LinkedIn, TikTok), email, and web. Secondary uses include conference presentations and in-person events. 
• Develop creative treatments/storyboards for a package of 10-12 short videos (optimized for sharing on social media) that work together to tell a cohesive story about how play-based approaches and activities support children’s mental health, well-being, and help them achieve stronger learning outcomes and develop fundamental life skills. The series of videos will also explore how Right To Play is leveraging these approaches to create impact in the lives of children across Africa, Asia, and the Middle East. Creative concept outlined further below. 
• Complete editing and development of final video package, in collaboration with Right To Play’s Global Manager of Marketing & Communications, including up to three rounds of review/feedback. 

We’re looking for an agency that will be able to deliver final videos that incorporate a mix of live and animated footage. Animation experience is preferred. 

About Right To Play

Right To Play is a global organization that protects, educates and empowers children to rise above adversity through the power of play. We work with children in some of the most difficult and dangerous places on earth, helping them to stay in school and graduate, to resist exploitation and overcome prejudice, to prevent disease and to heal from war and abuse.

For more than 20 years, we have delivered programs with impact in both development and humanitarian contexts. As pioneers in a unique approach to learning, both inside and outside of the classroom, we harness play, one of the most fundamental forces in a child’s life, to help children dismantle barriers and embrace opportunities. We are a leading development organization focused exclusively on using the power of play to transform children’s lives.

For more information, visit www.righttoplay.com. Watch our brand anthem video to learn more about us.

Contract Terms

Right To Play will enter into a contract with the selected agency and/or content creator for the creative development of this video package at a pre-determined rate based on estimated hours needed.  

The agency/content creator must have the capacity to support the creative development contract and be able to complete the work in a timely and efficient manner.

The target completion date for this project is June 21, 2023. Final invoicing, delivery of assets, and contract completion must be completed no later than June 30, 2023.  

Budget:

The maximum budget for this project will not exceed CAD $30,000. Estimates over this cost threshold will not be considered.   

Creative Development Process  

Project Timeline

• Prospective agencies must submit proposals by EOD April 19, 2023
•             Vendor evaluation & selection will take place - April 20 & 21
• Aiming for project start date week of April 24. 
• Agency delivers final video package completed by June 21, 2023. 
• Delivery of working files on approval of final video package and final invoice by June 23, 2023

Adhering to Right To Play’s Brand Identity Guidelines 

All videos developed must adhere to Right To Play’s Brand Identity Guidelines and video production guidelines. The agency will be expected to familiarize themselves with these guidelines and reflect them in the video package.   

Detailed Creative Concept 

Right To Play is aiming to create an eye-catching, engaging, and interactive package of ‘bite-sized’ videos that clearly illustrate what it looks like for children to learn and grow through play. We want to create a set of videos that capture the imagination of people who aren’t familiar with our organization or what it means to ‘learn through play’. 

Right To Play’s audiences tend to be individuals who are interested in education, international development, sports, who have a strong focus on supporting vulnerable children. Audience demographics on social/digital channels tend to skew slightly more male (52-54%), and a majority of audience members are in the 25-34 age bracket (approximately 40%), with 35-44-year-olds and 18-24year-olds sitting at approximately 20% of the audience (depending on the platform). Approximately 10% falls into the 45+ bracket.

The objective of the video package is to help these audiences come away with a sense of what the benefits of play can be, both for themselves and for children in different contexts around the world. We hope to accomplish this by creating a set of videos that work together to form a cohesive story arc about the impact of learning through play, one that directly invites the viewer to engage with the ideas in the videos and reflect on how they can embody the benefits of play in their own lives. Each video should be able to be viewed as a standalone piece of content, but also to be able to contribute to the narrative arc of the series. Our current thinking on topics and story arc is as follows:

• When was the last time you played?

o             Kick off the series by engaging the viewer to reflect on their relationship with play in their own lives. We might explore what types of play might exist for them like running, cycling, tennis or other forms of sport, as well as puzzling, art, etc.

• Discovering the benefits of play o Introduce audience to research that highlight the positive effects of play on learning and development 
• Seeing is believing: Let’s play a game.

o             Invite the audience to join us in one of the playful activities from Right To Play’s game library that supports mindfulness, mental health & wellness. 

• When was the last time you played? Child-centered experience 

o This video returns to the question, ‘when did you last play’. But this time the person who responds is not the viewer, but a child from our programs. 

• What play makes possible? 

o Six videos focused on providing concrete examples of what learning through play makes possible in the lives of children. Topics could include:

▪              How playful classrooms promote gender equality by encouraging equal participation

▪              Using playful approaches to support children with disabilities to fully engage in classroom environments

▪              How children can learn to protect themselves from disease through play

▪              How children can overcome discrimination through play

▪              How children build confidence through play

▪              Using play to teach children foundational math and literacy skills

▪              Using play to teach children foundational STEM skills using tinkering and making

• Playing toward a brighter future

o A return to directly connecting with the viewer, include an invitation for them to continue to explore the role play can have in their life and the lives of others. 

Outline of Responsibilities

Agency Responsibilities:

• The agency will lead the creative development of a series of 10-12 short (1-1:30 minute long) videos (mix of animated and live footage). This included the following activities: 

o             Create a proposed creative treatment to ensure a consistent look and feel for videos that adheres to RTP’s Brand Identity Guidelines.

o             Develop proposed storyboards and scripts for videos outlined above in collaboration with Global Manager, Marketing and Communications

o             Coordinate image capture, voiceover recording, soundtrack selections, etc. (These costs should be factored into the final cost of the project).

o             Edit all videos for the package and meet production deadlines. 

▪              Files should be delivered in a horizontal orientation 1920x1080) and optimized to be able to convert to a vertical orientation (1080x1920) for social.

▪              Footage will be in H.264, MP4 format OR 4K, high bit rate. 

o             Deliver final working files for all creative assets created for the video package 

Right To Play’s Responsibilities:

• Support on development of video scripts/messaging.
• Provide specific testimonials, etc outlined in creative plan 
• Capture programmatic b-roll in country office contexts. Right To Play has a library of program broll and will be able to provide access to this library for agency to pull any needed visuals to support agreed upon storyboards. 
• Provide feedback/review according to content development schedule.

Proposal Requirements

Proposals should include the following:

• A brief background on your company (years in business, staff size, philosophy, goals, methodology, etc.)
• A summary of your creative approach to the project. Please also describe your approach to collaboration.
• Overview of your preferred work process. 
• Overview of relevant experience, and related work samples 
• An estimate of time needed to deliver on creative concept outline above in Section 5.
• Overview of the team that will be assigned to this contract, with a short description of their role and experience. Please specify if these individuals are staff members or subcontractors.
• Three references who can speak to the services requested in this RFP, including contact information and a brief description of work done for those clients. It is preferable if one of the references is in the not-for-profit sector.
• Section 9 below, Agency Certification, completed and signed
• Additional information, such as any past or present litigation or regulatory actions against your firm, any timing requirements or conflicts, etc.
• Please specify if you are able to offer a charitable discount.

All proposals must be received by April 19th, 2023. Proposals and/or questions should be submitted to Emily Wiles, at ewiles@righttoplay.com

Method of Award

The evaluation of each response to this RFP will be based on its demonstrated competence, compliance, format, and enterprise. The purpose of this RFP is to identify those agencies that have the interest, experience, creativity, and capability to partner with Right To Play on the development of this video package. 

Evaluation Criteria

1.            Capability of agency to meet or exceed requirements 

2.            Affordability of services

3.            Ability to respond and implement changes in a timely manner

4.            Quality and clarity of presentation materials

Selection and Notification