CALL FOR PROPOSALS (CFP)
Impact Communications Strategist & Story telling Agency
For Fairtrade Farmfluencer Program- Asia Pacific Region
Project Name: Farmfluencer Program for young farmer producers
Consultation Mode: Remote
Duration: 03 Months
1. Background
The Fairtrade Network of Asia and Pacific Producers (NAPP) is launching the Farmfluencer Program, a youth-led digital storytelling initiative across 19 countries in Asia and the Pacific. www.fairtrade.net/napp-en
The program aims to develop a network of young farmer-producers (“Farmfluencers”) who will use digital platforms to share authentic stories from farming communities, strengthen Fairtrade NAPP visibility, and influence ethical consumer behaviour globally.
To ensure strategic coherence, scalability, and long-term impact, Fairtrade NAPP seeks to engage a qualified Impact Communications Strategist & Storytelling Agency to design a comprehensive 3-year Farmfluencer Strategy and implementation framework.
2. Objective of the Assignment
The overall objective is to engage a professional communications agency or consortium to design and develop a 3-year integrated Farmfluencer communications, storytelling, and digital influence strategy, and to provide technical support in the initial operationalization of the program.
This will include:
- Strategic positioning of Fairtrade Farmfluencers from Asia Pacific region as global youth storytellers
- Development of storytelling architecture and content ecosystem in alignment with Fairtrade Communications and Branding Guidelines.
- Social media and digital influence strategy
- Capacity building and training framework for the 03 years (2026-28)
- Impact measurement and learning framework
- Scaling and sustainability roadmap
Additional Assignment
- Development of a transparent selection matrix and assessment tool for identifying Farmfluencers in the initial phase.
- Technical assistance in the selection of an initial pilot cohort of 5 Farmfluencers across the Asia-Pacific (APAC) region, following finalization of the strategy.
3. Scope of Work
The selected agency will be responsible for delivering a fully integrated strategic package, including:
3.1 Strategic Communications Framework
- Develop a 3-year strategic roadmap for Farmfluencer program
- Define vision, positioning, and theory of change
- Identify key target audiences (local, regional, global stakeholders)
- Develop narrative pillars aligned with Fairtrade values
- Define communication objectives and success indicators
3.2 Storytelling & Content Strategy
- Design storytelling architecture (themes, narratives, messaging framework)
- Define content formats ( written impact stories, visual stories, reels, podcasts, photo essays, blogs)
- Develop tone of voice and storytelling guidelines
- Create content calendar framework aligned with Fairtrade priorities
3.3 Digital & Social Media Strategy
- Develop multi-platform strategy (LinkedIn, Instagram, YouTube, Facebook)
- Define audience engagement and growth strategy
- Design content amplification and virality framework
- Recommend influencer collaboration and partnership models across APAC region.
- Develop analytics and performance tracking system
3.4 Capacity Building Framework
- Design training curriculum for Farmfluencers across 19 countries
- Develop learning modules (storytelling, filming, editing, digital ethics, advocacy)
- Propose hybrid training delivery model (virtual + in-person)
- Create training toolkit and facilitator guides
3.5 Impact Measurement & Learning (MEL) Framework
- Develop KPIs for storytelling impact (reach, engagement, narrative shift, advocacy influence)
- Design monitoring and evaluation system
- Propose reporting formats for internal and donor reporting
- Define learning and feedback mechanisms
3.6 Scaling & Sustainability Strategy
- Develop roadmap for scaling Farmfluencer model beyond pilot cohort
- Recommend institutionalization strategy within NAPP
- Identify partnership and funding opportunities for expansion
- Provide long-term sustainability model for youth-led storytelling ecosystem
3.7 Additional Assignment (Selection Matrix and Technical assistance)
Development of a transparent selection matrix and assessment tool for identifying Farmfluencers in the initial phase.
Technical assistance in the selection of an initial pilot cohort of 5 Farmfluencers across the Asia-Pacific (APAC) region, following finalization of the strategy.
Proposal Submission
All proposals to be submitted to comms@fairtradenapp.org with SUBJECT: Proposal Submissions for Farmfluencers Impact Communications Strategy & Story telling
Deadline for submissions: 25th June 2026.
For detailed information, please check the complete version of the RFP attached below.