Media Agency for ASEAN Teen Digital Wellbeing Initiative (TDWI) Regional Convenings

BACKGROUND

Across ASEAN, internet access and smartphone use have grown rapidly, particularly among adolescents. While digitalisation has created unprecedented opportunities for learning, communication, creativity, and innovation, it has also exposed young people to increasing risks, including cyberbullying, harmful content, online exploitation, excessive screen dependency, and negative mental health impacts.

The ASEAN Teen Digital Wellbeing Initiative (ASEAN TDWI) seeks to address these challenges by fostering regional dialogue, knowledge exchange, and collaboration among policymakers, practitioners, educators, researchers, youth representatives, technology companies, civil society organisations, and development partners. The programme aims to contribute to a safer, healthier, and more positive digital environment for young people across Southeast Asia.

A key outcome of the programme is the development of an ASEAN Regional Reference Document on Teen Digital Wellbeing and an accompanying Policy Brief, which will serve as regional knowledge products to support evidence-based policymaking, programme design, and stakeholder collaboration across ASEAN Member States.

To support the development of these outputs, the programme will organise a series of regional convenings that will serve as strategic platforms for gathering insights, facilitating multi-stakeholder dialogue, validating findings, and building consensus towards the development of the Regional Reference Document and Policy Brief. In addition, the programme also expects communications support in providing media exposure by preparing press releases and dissemination to further strengthen positive public awareness and exposure.

The ASEAN Foundation therefore seeks to engage a qualified media agency to support media relations, strategic communications, and stakeholder engagement throughout the implementation period.

OBJECTIVE

The objective of this consultancy is to strengthen the visibility, credibility, and strategic positioning of ASEAN TDWI through targeted media engagement, press development and dissemination to support communications activities surrounding three regional convenings while promoting ASEAN TDWI as a leading regional platform advancing adolescent digital wellbeing across ASEAN.

DUTIES AND RESPONSIBILITIES

Under the supervision of the Project Communications Officer and the Senior Project Officer of ASEAN TDWI, and with guidance from the Head of Communications of ASEAN Foundation, the media agency will be required to provide services for:

A. Communications Strategy and Media Planning

• Develop and implement an overall media engagement strategy that supports the programme’s regional objectives and aligns communications activities with major programme milestones.

B. Media Engagement and Outreach

• Provide media engagement support for three regional convenings, including the provision of a list of targeted news outlets, development of press releases, quote drafting, translation and localisation into the relevant local language, and media dissemination to targeted media outlets in the host country where each convening is held. The location and corresponding media market for each convening will be confirmed by the ASEAN Foundation prior to implementation.

C. Monitoring and Reporting

• Conduct ongoing media monitoring and maintain records of media engagement activities, including media outreach efforts, coverage achieved, audience reach, message penetration, and stakeholder engagement outcomes.

• Submit a media coverage report following each regional convening, including media clippings, summary of coverage secured, media outlet breakdown, estimated reach, and an assessment of performance against agreed targets.

EXPECTED DELIVERABLES:

Milestone	Deliverables	Target Output
1st Regional Convening	Strategic communications planning and media engagement support	1 communications workplan including messaging framework, targeted ASEAN media database, and reporting mechanisms
	Press material development and dissemination	1 English press release (including quotes from high-level representative from the convening) with language translation and localisation to 1 ASEAN priority country based on convening location and disseminated across the country market
	Media outreach, placement, and reporting	Minimum 20 earned media placements across Tier 1 and Tier 2 media outlets from one ASEAN priority country based on convening location, with 1 coverage report submitted including relevant data, i.e. total media coverages, total PR value, total reach, positive sentiment, coverage highlights, and the demographic info of the readers from the media.
2nd Regional Convening	Strategic communications planning and media engagement support	1 communications workplan including messaging framework, targeted ASEAN media database, and reporting mechanisms
	Press material development and dissemination	1 English press release (including quotes from high-level representative from the convening) with language translation and localisation to 1 ASEAN priority country based on convening location and disseminated across the country market
	Media outreach, placement, and reporting	Minimum 20 earned media placements across Tier 1 and Tier 2 media outlets from one ASEAN priority country based on convening location, with 1 coverage report submitted including relevant data, i.e. total media coverages, total PR value, total reach, positive sentiment, coverage highlights, and the demographic info of the readers from the media.
3rd Regional Convening	Strategic communications planning and media engagement support	1 communications workplan including messaging framework, targeted ASEAN media database, and reporting mechanisms
	Press material development and dissemination	1 English press release (including quotes from high-level representative from the convening) with language translation and localisation to 1 ASEAN priority country based on convening location and disseminated across the country market
	Media outreach, placement, and reporting	Minimum 20 earned media placements across Tier 1 and Tier 2 media outlets from one ASEAN priority country based on convening location, with 1 coverage report submitted including relevant data, i.e. total media coverages, total PR value, total reach, positive sentiment, coverage highlights, and the demographic info of the readers from the media.

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Media Tier Definition:

• Tier 1:

National mainstream and major regional media outlets, including leading newspapers, broadcasters, and established regional publications with broad public and policy reach

• Tier 2:
  Reputable digital-native platforms and specialised outlets with a strong focus on technology, digital safety & literacy, teen wellbeing, youth engagement, or public policy, including platforms that regularly cover mental health, child protection, education, and digital resilience.

Note: blogs, secondary pick-ups, syndication, and community-level platforms will not be counted as the total output. This should be included in the report, but it will not be counted toward core performance indicators.

TIMELINE:

The convenings are expected to take place within the indicated date range. Deliverables and implementation timelines should be adjusted accordingly based on the confirmed date of each convening.

Activities	Date
Selection process	September – October 2026
Onboarding and Submissions of Workplan	End of October 2026
Press Release Development and Dissemination for 1st Regional Convening	November – December 2026
Press Release Development and Dissemination for 2nd Regional Convening	March – May 2027
Press Release Development and Dissemination for 3rd Regional Convening	August – October 2027

QUALIFICATION AND EXPERIENCE REQUIRED:

1. A professional strategic media, public relations agency, or consultant with a minimum of 5 years of relevant experience in media relations, strategic communications, or journalism expertise at national or regional level.

2. Demonstrated experience working with, or engaging, ASEAN, regional, or international institutions, programmes, or initiatives, preferably within development, public policy, digital literacy, or social impact contexts.

3. Established and verifiable media networks across ASEAN, with demonstrated ability to secure earned media coverage in Indonesia, Malaysia, Thailand, Viet Nam, the Philippines, and Singapore, including Tier 1 and Tier 2 outlets.

4. Proven experience in planning and delivering media engagement for high-level events, such as policy convenings, regional dialogues, or multi-stakeholder forums, including press conferences and coordinated media outreach, will be considered a plus.

5. Demonstrated capability to adapt to evolving requirements, including responding effectively to last-minute changes, while maintaining accuracy, consistency of messaging, and professional standards.

6. Ability to work under pressure and deliver quality outputs within tight timelines, with strong coordination and communication skills.

7. Experience in impact storytelling and feature article development, including pitching and placement in reputable media outlets, is an advantage.

EVALUATION CRITERIA:

Applications will be evaluated based on the following criteria:

Evaluation Area	Indicator	Weight (%)
Relevant Experience and Track Record	Demonstrated experience in media relations, press release development, media distribution, and securing earned media coverage, preferably for development, education, youth, or regional programmes.	30%
Technical Proposal and Approach	Quality and feasibility of the proposed methodology, understanding of the assignment, media outreach strategy, and ability to meet the required deliverables and coverage targets.	30%
Personnel Qualifications	Qualifications and relevant experience of the proposed personnel responsible for managing and implementing the assignment.	20%
Financial Proposal	Competitiveness, reasonableness, and value for the proposed pricing.	20%
Total		100%

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DELIVERABLE REVIEW AND ACCEPTANCE:

All deliverables submitted by the Agency shall be subject to review and written acceptance by the ASEAN Foundation. The review process shall be as follows:

• The Agency submits the deliverable according to the agreed timeline.

• The ASEAN Foundation will review the deliverable and provide consolidated comments within a reasonable period.

• The Agency shall address the comments and submit a revised version.

• The Agency shall provide up to two (2) rounds of revisions for each substantive deliverable at no additional cost.

• A deliverable shall be considered accepted only upon written confirmation from the ASEAN Foundation that it satisfactorily meets the requirements outlined in this Terms of Reference.

Acceptance will be assessed based on, but not limited to, the following criteria:

• Completeness of deliverables;

• Quality of press releases and communications materials;

• Compliance with agreed scope of work and deliverable requirements;

• Achievement of agreed media dissemination activities and reporting requirements;

• Incorporation of ASEAN Foundation comments and revisions.

KEY PERSONNEL:

The Agency shall assign the personnel proposed in its quotation to perform the services under this assignment. Any replacement of key personnel shall be communicated to and approved by the ASEAN Foundation in advance. Replacement personnel must possess qualifications and experience comparable to those of the originally proposed personnel.

SERVICES FEE

Payment shall be made according to the payment schedule agreed in the consultancy contract. Each payment shall be conditional upon:

• submission of the relevant deliverable;

• written acceptance of the deliverable by the ASEAN Foundation; and

• submission of a valid invoice and any supporting documents required by the ASEAN Foundation.

INTELLECTUAL PROPERTY RIGHTS:

All information pertaining to this project belonging to the ASEAN Foundation, which the consultant may come into contact within the performance of his/her duties under this assignment, shall remain the property of the ASEAN Foundation. Except for this assignment, the information shall not be disclosed to the public nor used in whatever without written permission of the ASEAN Foundation in line with the national and International Copyright Laws applicable.

HOW TO APPLY:

Interested applicants are required to submit the following documents:

1. Company profile and portfolio (PDF)

2. CV of personnel who will be assigned to support the project.

3. Completed Request for Quotation (RFQ) form, including the proposed financial quotation and cost breakdown. (Template for Reference)

4. Technical proposal document (PowerPoint/PDF no more than 5 MB) with a maximum of 10 pages outlining the proposed approach, methodology, timeline, and understanding of the assignment.

5. Submission of at least two (2) professional reference letters from previous clients or partners demonstrating relevant experience and performance.

6. Application should be submitted by 25 September 2026 via email to [email protected] and with a copy to [email protected] using the following email subject line “Media Agency – ASEAN TDWI – [Company Name]”.

7. All submitted applications will be thoroughly and fairly evaluated based on various criteria, including the quality of the proposal and price. However, only shortlisted candidates will be contacted.

For any inquiries, please email [email protected] copying [email protected] with the subject “[Inquiry] Media Agency – ASEAN TDWI” no later than 23 September 2026 by 17.00 GMT+7 (Jakarta Time).