CRF PROJECT CODE AND PROJECT TITLE : PF272 – Ready 360°
ACTIVITY TITLE : R3.A3 Dissemination of messages through argeted 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: 1 December 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 in the Caribbean.
PIRAC provides support to populations affected by major disasters across the Caribbean 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 more 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.
To this end, 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 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 Caribbean populations. 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, a regional song dedicated to natural hazard preparedness is being produced in collaboration with S.Rise, a Caribbean artist (see bio attached).
Performed in English, Creole and French, and blending dancehall and amapiano, the song conveys messages about natural hazards, the importance of communities, preparedness, and the need to take action in the face of disasters and the impacts of climate change. Moving away from the usual codes of awareness campaigns, the song takes an artistic approach to sharing these messages in a different way, engaging audiences through a genuine artistic creation rather than an institutional-style awareness message.
An official music video, produced by Dimitry Zandronis (see bio attached), will accompany the song’s release.
A choreography will also be developed around the song and supported by collaborations with Caribbean micro-influencers and content creators, with the aim of encouraging the song to spread and be adopted on social media.
The song and its music video are awareness-raising tools in their own right, designed to reach a broad audience through a cultural and popular format.
The purpose of this consultation is to maximise the visibility of the song and its music video across Caribbean media, particularly radio stations and television channels, as well as general-interest, cultural, music and online media.
The assignment will primarily focus on media relations and editorial programming rather than paid media buying.
Particular attention will be paid to the service provider's ability to leverage its network of radio and TV programmers, secure editorial airplay and broadcast opportunities for the song and music video, and generate interview and collaboration opportunities with media outlets.
Promoting the song may also provide an opportunity, in a second stage, to raise awareness of the wider objectives of the campaign and of the tools developed under the programme, particularly It's Your Move! and Caribbean Risks.
2. OBJECTIVES OF THE ASSIGNMENT
2.1 OVERALL OBJECTIVE
The overall objective is to design and implement a media relations and earned media campaign around the song and its music video, in order to maximise their visibility and reach among media outlets and the general public in the targeted territories.
The service provider will be expected to leverage its relationships with media organisations, journalists, radio and TV programmers and other media stakeholders in order to secure unpaid editorial coverage and exposure (earned media), including song and music video programming, interviews, features, articles, reviews, radio and TV appearances, and other editorial content.
The campaign should also help highlight the awareness-raising dimension of the song, the It's Your Move! campaign and the Caribbean Risks portal, ensuring that the promotion of the song is not approached solely from a musical perspective.
2.2 SPECIFIC OBJECTIVES
The assignment will notably aim to:
- Promote the song and its music video to targeted media outlets;
- Secure editorial airplay for the song on radio stations;
- Facilitate music video broadcasts on television channels;
- Secure interviews and appearances on radio, TV, print and online media;
- Generate coverage in music, cultural and general-interest media;
- Identify opportunities for media partnerships and collaborations, particularly with radio stations;
- Promote the artist and the Caribbean dimension of the project;
- Highlight the awareness-raising objectives conveyed through the song and the resources developed under the READY 360° / 3 Oceans programme.
3. GEOGRAPHICAL SCOPE AND LOTS
The consultation is divided into two geographical lots.
Both lots pursue the same objectives and include the same services and deliverables. They differ only in their geographical scope.
LOT 1 – Guadeloupe and Martinique
The service provider will be responsible for the promotion, media relations and programming of the song and its music video in:
- Guadeloupe;
- Martinique.
LOT 2 – English-speaking Caribbean
The service provider will be responsible for the promotion, media relations and programming of the song and its music video in the following six territories:
- Antigua and Barbuda;
- Dominica;
- Grenada;
- Saint Kitts and Nevis;
- Saint Lucia;
- Saint Vincent and the Grenadines.
Applicants may submit an offer for one lot or both lots, provided that they demonstrate their capacity to deliver the services across the geographical scope concerned.
Coverage of all territories included in the lot for which the applicant submits an offer is an essential requirement.
4. SERVICES EXPECTED
For each lot, the service provider will be responsible for designing and implementing a promotion and media relations strategy adapted to the territories concerned.
4.1 STRATEGY DEVELOPMENT
The service provider shall:
- analyse the media landscape in the territories concerned;
- identify the most relevant media outlets and programmes;
- identify key programmers and media contacts;
- define a targeting and outreach strategy;
- propose an operational promotion schedule;
- jointly define with PIRAC the key messages and editorial angles to be used when presenting the song and music video to media outlets.
4.2 RADIO PROMOTION AND PROGRAMMING
Radio programming is a central component of the assignment.
The service provider shall notably:
- identify relevant radio stations and music programmers;
- conduct targeted outreach to programmers;
- provide the materials required for programming the song;
- ensure follow-up and carry out regular follow-ups and reminders;
- seek to secure unpaid editorial airplay;
- identify programmes that could host the artist or project representatives;
- monitor and document airplay secured;
- maintain relationships with programmers throughout the assignment.
Applicants shall specify in their proposal their existing network of radio contacts and, where possible, identify the main media outlets they intend to approach.
4.3 TV PROMOTION AND PROGRAMMING
The service provider shall also:
- identify relevant TV channels, shows and programmes;
- conduct targeted outreach to the relevant contacts;
- submit the music video to identified channels and programmes;
- ensure follow-up and reminders;
- seek to secure unpaid editorial broa...