REQUEST FOR PROPOSALS - Visual Direction and Website for International Day of the Midwife 2025 and 2026  

About ICM   

The International Confederation of Midwives (ICM) supports, represents and works to strengthen professional associations of midwives throughout the world. There are currently 139 Members Associations (MAs), representing 118 countries across every continent and over 1 million midwives globally. ICM has its Head Office in the Netherlands.   

 With a unique and vital role as the only organisation specifically focused on supporting associations of midwives and their midwife members around the world, ICM is an expert in creating, advising, influencing, and enabling the profession of midwifery globally. ICM also adds value to the broader global health landscape by contributing to improving sexual, reproductive, maternal, newborn and adolescent health, but also to gender equality, and equal access to quality health care for women, gender diverse people, and communities.   

Scope of Work   

The International Confederation of Midwives (ICM) is seeking suitably qualified candidates or an agency to support ICM in preparing its visual direction and micro-website for International Day of the Midwife (IDM) for 2025 and 2026. The visual direction for 2026 will be slightly expanded to include elements that will be used as part of our theme for our Triennial Congress. 

Activities and Deliverables   

Between December 2024 and March 2025, the chosen contractor will work closely with the ICM Advocacy and Communications Team to create a visual direction and website for ICM’s International Day of the Midwife 2025 celebration, building off the existing ICM brand and toolkit that was developed for IDM 2024, culminating in:  

1. Visual design direction and illustration based on the IDM themes for each year:
   1. For 2025 and 2026, each: 
      1. A key thematic illustration to align with the IDM tagline 
      2. 20-25 graphic illustration elements for use across the site, presentations, and other communications pieces  
      3. Design and development of interactive digital toolkit (see last year’s toolkit as example)  
      4. Website built on WordPress platform, as subdomain, e.g. https://idm2025.internationalmidwives.org, including organising the uploading of the website with ICM’s development team 
      5. Single page scrolling site to include sections: header with navigation, hero, welcome with PDF download, letter from the President and CEO, social messages, social graphics with download, events listing, member benefits highlight, social share buttons, newsletter sign up, and footer  
      6. Integration with main ICM site to display IDM-specific events using Events Calendar Pro plugin  
      7. Multilingual functionality using Polylang plugin and implementation of translations in French and Spanish  
      8. Site should ideally be built with Gutenberg block functionality that allows ICM team to easily update and replicate the site in the future. The basic appearance (background colours, illustrations, content, links) should be user-friendly and straightforward to change.  
      9. Design of corresponding PDF toolkit (see last year’s PDF toolkit as example)  
      10. English, Spanish, and French versions at approximately 15-18 pages each  
      11. Design of social media assets, including 6-7 sharable Canva templates  
      12. Social media post graphics for sharing key messaging on Instagram, LinkedIn, Facebook, Twitter, and others, including 6-7 sharable Canva templates 
      13. Cover banner graphics for LinkedIn, Facebook, Twitter, Zoom, the ICM newsletter, and the main ICM website  
      14. Email footer banner  
      15. Social assets should ideally be set up in Canva for the ICM team to easily update and create new versions as needed.  
      16. Design of A3 poster (Canva template that members can translate and print locally)  
      17. A4 poster to highlight IDM event with QR code that can be shared and printed  

b. Additionally, for the 2026 theme:  

• 10-15 graphic illustration elements to be used for Congress 2026 
• 2 promotional banners 

Overall designs must align with the ICM brand, utilising ICM colours, fonts, and logo. Illustrations must generally harmonise with ICM’s illustrative style.  

  The process should at minimum include:  

• Kick-off planning meeting (discussion about direction, theme and messaging)  
• Delivery of first draft of visual direction for comments (in English)  
• Implementation of comments and delivery of second draft for approval  
• Delivery of final toolkit as described above, in English, French and Spanish  
• Testing period for addressing bugs  
• Final closing meeting  
• Collaboration and discussions during the process as needed   

Budget   

Proposed budgets will be reviewed with respect to the suitability of the methodology, work plan and activities for deliverables in a cost-effective manner.  

Timeline   

Please submit your proposal specifying methodology, work plan for deliverables, fees and experience of undertaking similar assignments to [email protected] no later than 12:00 noon CET on 03 December 2024.   

Commencement date and location   

The targeted kickoff meeting date is set for 16 December 2024, with commencement of work in January 2025.   

Location: Remote; interactions with ICM staff and other relevant stakeholders are expected to take place virtually.   

Procurement procedure   

ICM is using an open procurement procedure, meaning that any suitably qualified consultant may submit a proposal to ICM during the submission timeframe. Please see next section on exclusion criteria and selection criteria.  

Indicative Timetable   

Set out below is the proposed procurement timetable. This is intended as a guide only, and can potentially be more flexible:   

How to apply   

Please apply by sending a fully costed proposal that includes all the elements in the “Activities and Deliverables” section, including VAT or a statement that your company does not charge VAT.  

In addition to the proposal, please submit a portfolio of similar work as an example, as well as two references. If you have worked with ICM previously, one reference is sufficient.  

Your entire proposal including all supporting documentation, which should be no longer than eight A4 pages in length, should be emailed as a single document, to [email protected] per the Indicative Timetable (above).  

Please ensure you use “IDM 2025-6 Visual Direction RFP” in the subject line of your email submission.   

If you have a specific question not answered either above or in the Annex to this RfP, please email [email protected]