To develop a communications strategy to guide internal and external communications, and to facilitate creation of a project visual identity to apply to project events, external publicity, and communication.




The communications strategy and visual identity will guarantee harmonised communication and promotional materials to be used by all implementing UN agencies, aiming to ensure clarity in project messaging and branding at national and regional level. Consistent use of the visual identity, programme logo, common messages, as well as coordinated communication actions, will ensure greater communication impact.




Over the past three decades, the region has witnessed significant change and undergone major processes of transformation, beginning with the collective experiences of the breakdown of communism across Eastern Europe, and then the collapse of the former Yugoslavia and the accompanying violent conflicts. Several peace agreements and constitutional arrangements successfully helped transition most parts of the region out of conflict. Authorities have also embarked on ambitious socio-economic, administrative and governance reforms, and have committed themselves to the EU accession path. Initiatives to smooth trade and commerce and examples of successful peace-sustaining efforts showcase the power of compromise and cooperation between relevant authorities and partners.


Yet certain challenges to peace and regional stability remain. There are considerable gaps in social, economic and political inclusion and/or participation in political and civic life.  In many critical domains there is limited constructive dialogue, there are differing narratives about the past, present and future.


Due to the fact that ethnic groups and various media platforms conveying divisive narratives cross borders/boundaries in the region, the risks to social cohesion and stability in the region are real. Echoing global trends, ethnic-or nationalist-based discourse has the potential to negatively affect good neighbourly relations in many areas. These challenges across the region and within countries and territories have been intensified due to issues relating to refugees and migrants, as well as the COVID-19 pandemic.


The increase in divisive narratives and rhetoric has highlighted the need for more constructive, fact-based narratives and respectful public discourse within and across communities, countries/territories. Divisive narratives  are  taking  place  on  the  internet,  particularly  on  social  media,  as  well  as  in  public  debate, political rallies, sporting events, and in everyday social interaction, and have the  potential to aggravate regional  dynamics,  mistrust  and  grievances.[1] The degree of internet and cell phone  penetration in the region, combined with COVID-19 social restrictions, offer massive platforms for narratives to propagate.


With  the  region  witnessing  high  numbers  of  youth  emigration,[2] young  people,  particularly  those  who remain in the region, continue to experience legacies of the past.[3] This is particularly the case for those living in segregated ethnic majority areas and learning in segregated schools and education systems, with no direct memory of joint peaceful coexistence. Many young women and men have not travelled outside of their sub-regions, and others have not even visited their own major cities.  Some  commentators  see youth,  with  the  inter-generational  transfer  of  trauma  and constructed  nationalistic  narratives,  more hardened in their identity and their views of the “other”.[4]


Youth reported hate speech on-or off-line as the most common form of violence or discrimination.[5] Young people across the region are also concerned about the spread of fake news and conspiracy theories online. Many young people would benefit from opportunities for exposure to positive interaction and dialogue with people of different backgrounds, as they are impacted by divisive narratives and stereotypes passed on from one generation to another, and in the media.[6]


There are important opportunities to work directly with a diversity of young women and young men, understand their priorities and interests, support young people’s agency and create space for sustainable reconciliation and overall stabilization, and support the capacities and skills of existing youth-led organizations and emerging new civic actors to engage in reconciliation efforts. A recent extensive study found that young people in the region recognize that they have an important role in effectuating change. While less than 20 percent participate in civic activities, over 65 per cent report an interest in being more actively involved –showing a huge potential for civic engagement.


The focus of this project is divisive narratives and their impact on social cohesion regionally. It will be implemented as a joint program of UNDP, UNFPA, UNESCO and UN Women, with the support of relevant resident/development coordinator offices.


[1] A recent scoping study on agents of change found that there is an increased amount of discriminatory or prejudicial speech, disinformation campaigns and fake news in circulation, aimed at fraying the social fabric around ethnic and religious lines.

[2] World Economic Forum, “The Global Competitiveness Report 2019”, 2020. _TheGlobalCompetitivenessReport2019.pdf.

[3] Bieber F, Bino B., Cvijic S., Djolai M., Dzihic V., Flessenkemper T., Kmezic M., Marovic J., Stratulat., , Vracic A., Wunsch N. March 2017. The Crisis of Democracy in the Western Balkans. An Anatomy of Stabilitocracy and the Limits of EU Democracy Promotion, Policy Study, BiEPAG.

[4] Youth Study Southeast Europe 2018/2019, Friedrich Ebert Stiftung.

[5] Shared Futures: Youth Perceptions on Peace in the Western Balkans. UNDP, June 2021.

[6] EU-UNDP Research on Socio-Economic Perceptions of Youth in BiH (2016); Learning from Reconciliation Initiatives in the Western Balkans; UNDP/DPA/CEDEM; July 2015.

Duties and Responsibilities

Scope of work


Working closely with UNDP’s Communications Analyst and the Regional Project Coordinator, and in cooperation with participating United Nations agencies UNDP, UNESCO, UNFPA and UN Women, the Consultant will be responsible for the following:


  1. Development of the Project’s Communication Strategy
  • Conduct a desk review of best practices in communications strategies for multi-actor and regional development projects;
  • Prepare a communications strategy for the project, including the following elements ensuring unified and clear project messaging and branding at both national and regional levels:
    • Include internal communications guidance for implementing agencies;
    • Standardized language about the project, including a generic paragraph, which should be used in external communication materials, without any modification;
    • Standards for the use of logos and hashtags, including on dedicated social media channels, project logo/visual element, hashtag, instruction on their use, etc;
    • Standard Project Factsheet, messaging and any other generic product;
    • Standardized Communication Workflow defining the process of approval of communications content;
    • Set communication goals, identify stakeholders, determine methods and frequency of communications;
    • Set monitoring and evaluation tools (communication analytics) necessary for results-driven communication and reporting;
    • Set up basic crisis communications SOPs;
    • Include basic Q&As;
    • Include external communications guidance for implementing partners.
  • Present the draft communication Strategy to the project communication subgroup and gather feedback, address comments and modify the Strategy accordingly.

       2. Report on Project’s visual identity

  • Liaise with designers to create a draft project visual identity, including project logo/visual element;
  • Analyze available documents, reports and guidance on developing visual identity (provided by the Regional Project Coordinator);
  • Consult with participating UN agencies on the strategy and visual identity;
  • Participate in online meetings of the project communications sub-group to discuss the visual identity

The Consultant shall present the project draft communications strategy and visual identity to the project’s Regional Technical Coordination Group (RTCG), and address any suggestions that may arise after the meeting.


The consultant is responsible for the following deliverables:



Service deliverables



Draft project communications strategy presented to the RTCG (after approval by the Regional Project Coordinator and Communications Analyst)

21 November 2022


Project communications strategy (submitted in English and approved)

30 November 2022


Report on project visual identity (submitted in English and approved)

31 December 2022


*The timelines may be slightly adjusted once the contract is signed with the consultant in order to align with actual project implementation.

All deliverables will have to be quality reviewed and approved and accepted by the UNDP Regional Project Coordinator and UNDP Communication Analyst.


  • Consistently ensures timeliness and quality of project work;
  • Demonstrates strong oral and written communication skills in English;
  • Good analytical, communication and writing skills;
  • Ability to summarize and systematize complex information and present findings clearly;
  • Sound knowledge of the political and socio-economic situation in the Western Balkans;
  • Ability to work under very tight deadlines;
  • Demonstrates commitment to UNDP’s mission, vision and values;
  • Displays cultural, gender, religion, race, nationality and age sensitivity and adaptability;
  • Consistently ensures timeliness and quality of project work;
  • Demonstrates strong oral and written communication skills;
  • Shares knowledge and experience.

Required Skills and Experience


  • Bachelor degree in social and human sciences. Master’s degree in communication would be an asset.


  • 5 years of experience in the area of communications and in supporting creation of visual design;
  • Proven track record of producing communications products, visibility campaigns, managing PR;
  • Demonstrable experience working with youth would be an asset;
  • Good understanding of the political and socio-economic situation of the Western Balkans;
  • Knowledge of UN system would be an asset.

Languages and other competences:

  • Fluency in English;
  • Full computer literacy in the use of MS Office package



Application Procedure:


Qualified and interested candidates are asked to submit their applications via UNDP Web site: UNDP in Serbia under section “Jobs” no later than 30 October 2022.


Application should include: 

  • CV in English language containing date of birth, contact information (home address, phone number, e-mail) and timeline of work experience (including description of duties).  
  • Offeror’s Letter confirming Interest and availability for the Individual Contractor (IC) Assignment. Can be downloaded from the following link The Offeror’s Letter shall include financial proposal specifying a total lump sum amount for the tasks specified in this announcement with a breakdown of costs (Offeror’s Letter, including Annex 2, Table A: Breakdown of costs & Table B: Breakdown of costs by deliverables).

In order to apply please merge above listed documents into a single PDF file. The system does not allow for more than one attachment to be uploaded.


The shortlisted candidates may be asked to provide copies of diplomas and any other certificates providing evidence of their education and experience in relevant fields.


Any request for clarification must be sent by standard electronic communication to the e-mail The procuring UNDP entity will respond by standard electronic mail and will send response, including an explanation of the query without identifying the source of inquiry, to all consultants.


Financial Proposal


  • Lump sum contracts

The financial proposal shall specify a total lump sum amount in USD currency, and payment terms around specific and measurable (qualitative and quantitative) deliverables (i.e. whether payments fall in instalments or upon completion of the entire contract). Payments are based upon approval of each deliverable.  In order to assist the requesting unit in the comparison of financial proposals, the financial proposal will include a breakdown of this lump sum amount (including travel in Serbia, per diems, and number of anticipated working days).




All envisaged travel costs must be included in the financial proposal. This includes all travel to join duty station/repatriation travel.  In general, UNDP should not accept travel costs exceeding those of an economy class ticket. Should the IC wish to travel on a higher class he/she should do so using their own resources.




Cumulative analysis


When using this weighted scoring method, the award of the contract should be made to the individual consultant whose offer has been evaluated and determined as:

a) responsive/compliant/acceptable in terms of relevant experience and academic background, and

b) Having received the highest score out of a pre-determined set of weighted technical and financial criteria specific to the solicitation.

* Technical Criteria weight; 70%

* Financial Criteria weight; 30%

Only candidates obtaining a minimum of 49 points would be considered for the Financial Evaluation



Max. Point



70 points

Criteria A

Desk review of CVs based on proven working experience in the area of strategic communication guidance for multi-actor projects.


Criteria B

Desk review of CVs based on previous experience in the area of ??design coordination and production of marketing products, visibility campaigns, managing PR




30 points



Additional Information:


In the case of engagement of Civil servants under IC contract modality a no-objection letter should be provided by the Government entity. The ‘no-objection’ letter must also state that the employer formally certifies that their employees are allowed to receive short-term consultancy assignment from another entity without being on “leave-without-pay” status (if applicable), and include any conditions and restrictions on granting such permission, if any. If the previous is not applicable ‘leave-without-pay’ confirmation should be submitted.

Engagement of Government Officials and Employees


  • Government Officials or Employees are civil servants of UN Member States.  As such, if they will be engaged by UNDP under an IC which they will be signing in their individual capacity (i.e., engagement is not done through RLA signed by their government employer), the following conditions must be met prior to the award of contract:

(i)       A “No-objection” letter in respect of the individual is received from the Government employing him/her, and;

(ii)     The individual must provide an official documentation from his/her employer formally certifying his or her status as being on “official leave without pay” for the duration of the IC.

  • The above requirements are also applicable to Government-owned and controlled enterprises and well as other semi/partially or fully owned Government entities, whether or not the Government ownership is of majority or minority status.   
  • UNDP recognizes the possibility that there are situations when the Government entity employing the individual that UNDP wishes to engage is one that allows its employees to receive external short-term consultancy assignments (including but not limited to research institutions, state-owned colleges/universities, etc.), whereby a status of “on-leave-without-pay” is not required.  Under such circumstance, the individual entering into an IC with UNDP must still provide a “No-objection” letter from the Government employing him/her.  The “no objection” letter required under (i) above must also state that the employer formally certifies that their employees are allowed to receive short-term consultancy assignment from another entity without being on “leave-without-pay” status and include any conditions and restrictions on granting such permission, if any.  The said document may be obtained by, and put on record of, UNDP, in lieu of the document (ii) listed above.