GENERAL INFORMATION
CRF PROJECT CODE AND PROJECT TITLE PF272 – Ready 360°
ACTIVITY TITLE R3.A3 Dissemination of messages through targeted media (TV, radio, social media, outdoor advertising, etc.) as part of the development of the campaign's awareness-raising activities, including awareness messages and the Caribbean song on disaster risk prevention and climate change.
ACTIVITY LOCATION 8 Caribbean territories: Antigua and Barbuda, Dominica, Grenada, Guadeloupe, Martinique, Saint Kitts and Nevis, Saint Lucia, and Saint Vincent and the Grenadines
ACTIVITY MANAGERS (NAME AND POSITION) Emmeline Da Silva (Communications Manager) and Sandrine Désiré (Regional Project Manager)
PLANNED PERIOD / DATES From 15 november 2026 to 15 march 2027
1. CONTEXT AND RATIONALE
1.1 PIRAC
Established in 2005, PIRAC (Regional Intervention Platform for the Americas and the Caribbean) is the representative delegation of the French Red Cross (FRC) for the Caribbean region, based in Guadeloupe. It is also the operational mechanism through which the French Red Cross implements humanitarian action and regional cooperation.
PIRAC supports Caribbean populations affected by major disasters and works to strengthen the resilience and preparedness capacities of populations in the French territories and countries of the Caribbean arc.
1.2 The READY 360° / 3 Oceans Programme
The READY 360° / 3 Oceans programme aims to build comprehensive and greener resilience across Caribbean territories by strengthening disaster preparedness and response capacities at all levels, from individuals and families, to organisations and businesses, and up to regional institutional coordination for disaster risk management.
The programme's institutional partners are the Organisation of Eastern Caribbean States (OECS) and the Caribbean Disaster Emergency Management Agency (CDEMA).
Eight Caribbean territories are involved in the programme:
- Antigua and Barbuda;
- Dominica;
- Grenada;
- Guadeloupe;
- Martinique;
- Saint Kitts and Nevis;
- Saint Lucia;
- Saint Vincent and the Grenadines.
One of the expected outcomes of the programme is to contribute to strengthening the resilience of Caribbean citizens through improved information, awareness and preparedness for disasters and crises.
As part of the programme, several activities have been implemented to strengthen risk awareness and the resilience of Caribbean populations to natural hazards and the impacts of climate change, by ensuring the broad dissemination of disaster risk awareness messages and increasing the visibility of tools developed under the READY 360° / 3 Oceans programme.
These activities notably include the regional awareness campaign “It's Your Move!” and the regional Caribbean Risks portal.
The It's Your Move! campaign uses a range of awareness-raising materials, including infographics, testimonial videos and posters, to make preparedness messages accessible and relevant to the general public in Caribbean territories. These materials are available in French and English.
The Caribbean Risks portal was developed as a regional reference resource for the general public. It brings together reliable, accessible information adapted to the realities of Caribbean territories, with the aim of informing, raising awareness and helping citizens prepare for the main natural hazards to which they are exposed.
TV and radio awareness spots are also currently being produced and are scheduled for broadcast in November/ December.
1.3 The Awareness-Raising Song
As part of the awareness campaign, an original song and music video will be developed as awareness-raising tools targeting audiences across the region. The objective is to raise awareness among local populations, particularly young people and families, about major natural hazards and the impacts of climate change in the Caribbean, and subsequently direct audiences towards reliable resources such as the campaign and the portal.
An original choreography is integrated into the music video and is intended to become a recognisable and easily reproducible element of the campaign.
The official release date of the song is currently scheduled for 11 January 2027.
The song, primarily in English, is intended for regional distribution. It will notably be made available on major music streaming and distribution platforms.
As part of an overall promotion strategy for the song, PIRAC wishes to develop an activation involving micro-influencers in order to launch a TikTok / Instagram Reels challenge around the choreography.
The objective is to enable creators to initiate the challenge within their communities and subsequently encourage users to reproduce the choreography themselves and publish their own videos.
This activation is one component of the overall song promotion strategy, which also includes media relations, media programming and broadcasting activities.
2. OBJECTIVES OF THE ASSIGNMENT
2.1 OVERALL OBJECTIVE
The objective of the assignment is to launch and amplify a regional challenge around the song's choreography, by mobilising micro-influencers with primarily local audiences in the territories concerned.
The activation should aim to:
- raise awareness of the song among Caribbean audiences;
- establish the choreography as recognisable and easy-to-reproduce content;
- encourage users to create and publish their own videos;
- generate user-generated content around the choreography;
- maximise the reach and visibility of the song at regional level.
- GEOGRAPHICAL SCOPE
The activation will cover the following eight territories :
- Guadeloupe;
- Martinique;
- Antigua and Barbuda;
- Dominica;
- Grenada;
- Saint Kitts and Nevis;
- Saint Lucia;
- Saint Vincent and the Grenadines.
The service provider must be able to propose a strategy ensuring coverage across all territories.
PIRAC does not set a minimum number of creators per territory. The service provider shall propose the
combination of profiles it considers most relevant to ensure regional coverage and broad reach, taking into account in particular:
- the size and engagement of local communities;
- platform usage patterns;
- the availability of relevant micro-influencers;
- the specific characteristics of each territory;
- the resources available for the activation.
The service provider may mobilise its own creator network and/or work with local partners.
The proposal must specify which territories are covered by the service provider's own network and, where applicable, which partners it intends to involve.
The campaign targets both French-speaking and English-speaking territories. The service provider must therefore demonstrate its ability to mobilise creators in both linguistic environments.
- TARGET AUDIENCES AND CREATOR PROFILES
The campaign primarily targets local audiences in the territories concerned, with particular attention to TikTok users, with a pre-targeted age range of 15–25. Instagram may also be activated as a secondary platform, depending on the creators selected and the available budget.
The assignment will primarily rely on the mobilisation of local micro-influencers/content creators.
Follower count will not be the sole selection criterion. Particular attention will be paid to:
- the creator's local presence and connection to the territory;
- the composition and geographical location of their audience;
- their community engagement rate;
- their ability to generate participation;
- their relevance to the target audiences;
- their editorial style and ability to create natural and authentic content.
From a strategic perspective, PIRAC favours mobilising several micro-influencers with strong local roots, rather than relying on a larger influencer with a broader audience, who would generally be more costly. This approach aims to ensure broader territorial coverage and greater proximity to local communities.
This is a particularly important requirement: the selected profiles must also be compatible with the values, principles and image of the French Red Cross (see the French Red Cross editorial guidelines attached as an annex).
Micro-influencers must not currently create, have previously created, or collaborate with companies promoting violence, weapons or drugs, or disseminating degrading images or racist, homophobic, ableist or sexist content.
The service provider shall submit proposed profiles to PIRAC for prior approval before any contractual commitment is made or content is published.
Applicants may include in their proposal an initial indicative selection of profiles that could potentially be mobilised, specifying in particular their territory, main platform, audience size and location and, where available, their key engagement indicators.
5. PLATFORMS
TikTok will be the priority platform for the activation.
Instagram may also be activated, particularly through the Reels format.
Where relevant and technically possible, the same content may be published on both TikTok and Instagram in order to maximise reach.
6. ACTIVATION MECHANICS
As the choreography has already been created and integrated into the official music video, no choreography creation is expected as part of this assignment.
The service provider will primarily be responsible for organising and coordinating the mobilisation of creators around the existing choreography.
The intended mechanism is based on the following principle:
Mobilised creators → choreography published → communities encouraged to reproduce the choreography → users create and publish their own videos → song and challenge amplified.
The service provider may propose additional measures to strengthen this dynamic, provided that they remain simple, adapted to platform usage and proportionate to the resources available.
7. SERVICES EXPECTED
7.1 ACTIVATION STRATEGY
The service provider shall:
- propose a regional activation strategy;...