Scope: WWF-Thailand is working on a project to increase knowledge and understanding of the conditions faced by, and the lack of conservation benefits of, tigers in captivity, as well as reduce demand for tiger products and future purchase intentions among Thais. According to Nida Poll’s research report conducted in 2021, 75% of Thai nationals surveyed mistakenly believe that tiger parks have conservation benefits for wild tigers, while 7% of respondents strongly support the use of tiger parts and products. Furthermore, WWF commissioned a research firm to explore the deterrents and incentives for visiting Tiger Parks, the findings of which will be provided at the project briefing.
This campaign intends to reach key customer segments within Thai society that visit tiger facilities and purchase tiger parts and products using targeted behaviour change interventions, including communicating through social media and other channels used by the target group.
Objective:
1. At least 50% reduction in the percentage of the population that believes captive tiger facilities are beneficial to wild tiger conservation; and
2. At least 20% reduction in the percentage of the population that supports the use of tiger parts and products.
The scope of work for the vendor will be to develop a one year campaign strategy and outreach plan (June 2025 – June 2026) for WWF-Thailand, including development of communication messaging and materials, production and placement of key visuals on key social media channels (including the use of Key Opinion Influencers, as appropriate), roll out of the campaign, and monitoring and evaluation. A partner engagement plan should also be suggested.
Duration: June 2025 to June 2026
Objective and expected results:
| Outputs/Activities | Expected results |
| 1.1 Create communication messaging and materials – Develop a strong campaign message, with a few potential sub messages, to be based on information gathered through past consumer surveys and agreed with WWF Communications materials, such as a key visual and accompanying video, will be generated using the campaign messaging to reach the target audience. These materials will be designed to specifically target the motivations and potential deterrents for visitors to tiger facilities and users of tiger products – e.g. many visitors to tiger facilities mistakenly believe they have conservation value and care deeply about animal welfare, so if they know that the facilities have very little conservation value and that welfare is an issue, they may be less likely to go, especially if they are aware of the situation and provided with an alternative option ● Adapting KVs and other materials for use in physical and online settings | 3-5 campaign materials based on a strong campaign message |
| 1.2 Develop campaign strategy and outreach plan Campaign and media strategy, including media buying for June 2025 to June 2026; recommended outreach plan to support long-term communication by WWF from July 2026 to June 2026. | Reach of at least 200,000 Engagement at least 5,000 |
Key dates:
- WWF will provide a TOR brief on 28 March 2025 at the WWF office. Please contact Thanisorn Baingern at Tel: 081-553-5330 or Email: thanisornb@wwf.or.th Cc. procurement@wwf.or.th
- Proposals with project implementation and financial plan will need to be submitted by 27 April 2025. Please explicitly list out quotations (value without VAT).
- Idea presentation is in the week of 28 April
- Awarded the contract in May 2025
