Media Agency for Scam Ready ASEAN

Background

The ASEAN Foundation was established in 1997 to strengthen ASEAN identity, foster people-to-people connectivity, and promote inclusive development across the region. Working with ASEAN Member States and partners, the Foundation implements initiatives that empower communities through education, digital literacy, youth development, and regional cooperation.

As Southeast Asia becomes increasingly connected, online scams and digital fraud have emerged as one of the region’s most pressing challenges. The rapid advancement of artificial intelligence, digital payment systems, and sophisticated cross-border criminal networks has made scams more convincing, scalable, and difficult for individuals to identify and avoid.

To strengthen community resilience against these evolving threats, the ASEAN Foundation is implementing Scam Ready ASEAN, a regional initiative that aims to equip 3 million people across all 11 ASEAN Member States with the knowledge and skills to recognise, prevent, and respond to online scams, including emerging AI-enabled threats. Working with 20 local partner organisations, the programme will mobilise 2,000 Master Trainers to directly reach more than 550,000 learners while advancing public awareness through digital campaigns, educational resources, and regional collaboration. As part of the programme, three Regional Convenings will bring together representatives from governments, industry, civil society, academia, and development partners to exchange knowledge, share good practices, and strengthen regional cooperation in addressing online scams.

Given the programme’s regional scale, multi-country implementation, and diverse stakeholder engagement, strategic communications and media engagement will be essential to amplify key messages, increase public awareness, strengthen stakeholder engagement, showcase programme impact, and position Scam Ready ASEAN as a leading regional initiative on online scam prevention and digital resilience. The ASEAN Foundation therefore seeks to engage a Media Engagement Agency to support the programme’s communications, media visibility, and strategic positioning throughout its implementation until December 2027.

Objective

The objective of this consultancy is to strengthen the visibility, credibility, and public profile of Scam Ready ASEAN through strategic media engagement and communications support. The Media Engagement Agency will help amplify key programme milestones, particularly the Regional Convenings, showcase the programme’s impact across ASEAN through strategic storytelling, and support efforts to position the programme for relevant regional and international communications and development awards.

Duties and Responsibilities

Under the supervision of the Senior Communications Officer and the Project Manager of Scam Ready ASEAN, and with guidance from the Head of Communications of the ASEAN Foundation, the Media Engagement Consultant will be required to:

1. Media Engagement and Press Conference Support

• Develop, localise, and distribute press materials
• Organise and manage two (2) press conferences for two of the three regional convenings, as determined by the ASEAN Foundation.

2. Impact Feature Article

• Develop and pitch feature articles showcasing the programme’s outcomes and human impact, securing publication in reputable Tier 1 and Tier 2 media across at least six ASEAN Member States: Indonesia, Malaysia, Thailand, Viet Nam, the Philippines, and Singapore.

3. Awards and Recognition

• In coordination with the ASEAN Foundation, proactively submit the programme for relevant regional awards.
• Ensure all submissions are prepared and submitted on behalf of the ASEAN Foundation.

4. Monitoring and Reporting

• Maintain a live media monitoring tracker throughout active media engagement periods.
• Submit a media coverage summary after each regional convening, including media quality, geographic reach, key narratives, and overall performance.
• Provide progress updates on the development, placement, and dissemination of the flagship impact feature article, including evidence of publication and distribution.
• Provide updates on regional award submissions.
• Submit a final consolidated report summarising overall media reach, coverage quality, sentiment, key learnings, and evidence of all published content, award submissions, and media engagement activities.

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, cybersecurity, digital safety, financial literacy, consumer protection, youth engagement, or public policy, including platforms that regularly cover online scams, digital fraud, AI-enabled risks, and digital resilience.

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.

Expected Outputs

1. Inception Report and Workplan

A comprehensive inception report detailing the proposed methodology, media engagement strategy, audience analysis, and timeline for all activities under this consultancy.

2. Media Outreach Strategy and Engagement

• Three sets of press materials developed, localised, and distributed for the RCs, including press releases, key messages, media briefs, and spokesperson quotes.
• Media outreach conducted across Indonesia, Malaysia, Thailand, Viet Nam, the Philippines, and Singapore, resulting in a minimum of 40 earned media placements per regional convening through Tier 1 and Tier 2 media outlets.
• Two press conferences successfully organised and delivered for designated RCs, including:
  • Media invitation and registrations management
  • Press briefing materials
  • Media attendance list
  • On-site media coordination and support

3. Impact Feature Article

• At least three impact feature articles developed in coordination with the ASEAN Foundation, highlighting the programme’s achievements, beneficiary stories, and regional impact, with content tailored to the target markets where appropriate.
• Placement and dissemination of each feature article in reputable Tier 1 and/or Tier 2 media outlets, reaching at least six ASEAN Member States.

4. Awards and recognitions

• Award landscape assessment identifying relevant regional awards suitable for the programme
• Submission of award applications on behalf of the ASEAN Foundation, including preparation of all supporting document and narratives
• Up to two relevant regional awards: one focused on social impact and one on communication achieved during the consultancy period.

5. Monitoring and reporting

• Media Coverage Reports

Submit media coverage reports for each Regional Convening and the flagship impact feature article, including:

• Live media tracking during the outreach period, segmented by country and media tier.
• Performance metrics, including Advertising Value Equivalency (AVE), PR value, reach, and sentiment analysis.

• Award Tracking Report
  • Awards identified;
  • Submission timelines;
  • Application status; and
  • Outcomes and recognition received.
• Final Consolidated Media Engagement Report
  • A comprehensive report covering:
  • Total media coverage secured;
  • Quality, geographic spread, and sentiment analysis;
  • Key narratives and message penetration;
  • Performance of the flagship impact feature article;
  • Award submission outcomes;
  • Lessons learned and recommendations; and
  • Annex of all media clippings, publications, and supporting evidence.

Deliverable timeline

The duration of the consultancy is from September 2026 – December 2027, with details as follows:

No	Deliverables	Date Provisions
1	Onboarding and Submissions of Inception Report	September 2026
2	Develop press release and organise press conference for 1st Regional Convening	September – November 2026
Workplan and a list of recommended prominent media outlets in at least six countries	September 2026
Draft press conference rundown and talking points, along with an English press release including quotes from the ASEAN Foundation, its partner(s), and the ASEAN Secretariat.	Week 1-2 of October 2026
List of media invite to attend press conference and the invitation (local and international media in the country where the event take place)	Week 3 of October 2026
Finalisation of press release draft in English and localisation (language and context) to six ASEAN countries	Week 4 of October 2026 – Week 1 of November 2026
Finalisation of speaker bios, talking points, visuals, and press kit (digital and printed)	Week 4 of October – Week 1 of November 2026
Dissemination of press release	Week 2 of November 2026
Implementation of press conference and on-site media support	Week 2 of November 2026
Regular update on media coverage	Week 2 – 4 of November 2026
Final report of media engagement	Week 4 of November (14 days after D-day) 2026
3.	Develop press release and organise press conference for 2nd Regional Convening	April-June 2027
Workplan and a list of recommended prominent media outlets in the six countries.	Week 1 of April 2027
Draft of press conference rundown and talking points*	Week 2 of April 2027
Press release draft in English, including quotes from ASEAN Foundation, its partner, and the ASEAN Secretariat	Week 2 of April 2027
List of media invite to attend press conference and the invitation (local and international media in the country where the event take place)*	Week 1 of May 2027
Finalisation of press release draft in English and localisation (language and context) to six ASEAN countries	Week 1 – Week 2 of May 2027
Finalisation of speaker bios, talking points, visuals, and press kit (digital and printed)	Week 2 of May 2027
Dissemination of press release	Week 3 of May 2027
Implementation of press conference and on-site media support*	Week 3 of May 2027
Regular update on media coverage	Week 3 of May – Week 1 of June 2027
Final report of media engagement	Week 1 of June 2027 (14 days after D-day)
4.	Develop press release and organise press conference for 3rd Regional Convening	September – November 2027
Workplan and a list of recommended prominent media outlets in the six countries	Week 4 of September
Draft of press conference rundown and talking points*	Week 1 of October
Press release draft in English, including quotes from ASEAN Foundation, its partner, and the ASEAN Secretariat	Week 1 of October 2027
List of media invite to attend press conference and the invitation (local and international media in the country where the event take place)*	Week 3 of October 2027
Finalisation of press release draft in English and localisation (language and context) to six ASEAN countries	Week 3 – Week 4 of October 2027
Finalisation of speaker bios, talking points, visuals, and press kit (digital and printed)*	Week 1 of November 2027
Dissemination of press release	Week 2 of November 2027
Implementation of press conference and on-site media support*	Week 2 of November 2027
Regular update on media coverage	Week 2 of November 2027
Final report of media engagement	Week 2- Week 4 of November 2027
5.	Impact Feature Articles of Scam Ready ASEAN	July – October 2027
Develop a communications workplan, including key messages, target audiences, editorial angles agreed with the ASEAN Foundation, and a list of recommended prominent media outlets across the six target countries.	Week 3-4 of July 2027
Gather quotes, stories, visuals, and impact data from across ASEAN.	Week 1-2 of August 2027
Draft article, revise based on feedback, prepare media-ready version.	Week 3 of August – Week 2 of September 2027
Pitch to agreed outlets in 3 ASEAN Member States with tailored assets.	Week 3 of September – Week 1 of October
Ensure publication, monitor coverage, and submit final report.	Week 3 of October – Week 4 of October
6.	Awards and Recognition	August 2026 – Week 1 of November 2027
7.	Final report	Week 4 of November 2027

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* Activities marked with an asterisk shall apply only to the Regional Convenings where a press conference is organised. The ASEAN Foundation will determine which two of the three Regional Convenings will include a press conference and will notify the selected agency in advance.

The above timeline is subject to adjustments and shall be discussed between ASEAN Foundation and appointed Agency

Payment Terms

Payments shall be made in four tranches, subject to satisfactory completion and approval of deliverables and verification of outcomes:

• Tranche 1 (20%): Upon approval of Deliverable 1 and 2 are completed.
• Tranche 2 (25%): Upon approval of Deliverable 3 is completed.
• Tranche 3 (25%): Upon approval of Deliverable 4 is completed.
• Tranche 4 (30%): Upon approval of Deliverable 5, 6 & 7 are completed

Payment will be made within fourteen (14) working days counting from the submission of the receipts, original invoice, and other relevant supporting documents satisfactorily.

Qualification and Experience Required

1. A professional strategic media, public relations agency, or consultant with a minimum of five (5) years of relevant experience in media relations, strategic communications, or public-interest campaigns 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 as 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.

Application Process

Interested applicants are required to submit the following documents:

• Company profile and portfolio (PDF)
• Financial proposal specifying a total lump-sum amount, including a clear breakdown of deliverables to be achieved during the consultancy period in USD currency. (Download the template here)
• Submission of at least two (2) professional reference letters from previous clients or partners demonstrating relevant experience and performance

Application should be submitted by 10 August 2026 via email to [email protected] and with a copy to [email protected] and [email protected] use the following email subject line “Media Agency – Scam Ready ASEAN”

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.

Intellectual Property Rights

The existing intellectual property rights (including but not limited to patents, copyright and related rights) used in connection with this consultancy shall remain with the respective Party. Any new intellectual property rights resulting from or in connection with the Services under this consultancy (“New IPR”) shall belong to the ASEAN Foundation. For avoidance of doubt, New IPR shall include, but not limited to all or any reports as generated in accordance to the TOR and in relation to the consultancy. This provision shall survive the termination of this consultancy.

The Consultant shall request prior written approval from the ASEAN Foundation for any use of intellectual property rights owned by the ASEAN Foundation as a result or in the course of the implementation of this consultancy. The ASEAN Foundation shall not be responsible to provide any approval whatsoever to the Consultant for any use of intellectual property from any other third party.