RFP FOR BRANDING AGENCY

Amnesty International Canada Section English-Speaking (AICSES) is part of the global Amnesty International movement, dedicated to promoting and protecting human rights. AICSES engages in research, advocacy, activism, and public education to address a broad range of human rights issues. We maintain complete independence by refusing government or political funding, ensuring the integrity and impartiality of our work.

We are seeking a qualified PR and branding agency to help drive long-term growth, expand our reach, and engage new audiences who are not currently connected to Amnesty’s mission.

We are at a critical juncture in history, where human rights are increasingly under threat. Authoritarian laws and practices are shrinking civic space, weakening accountability, spreading disinformation, and criminalizing dissent. Policy choices have deepened inequality and led to a rise in extreme poverty, while new billionaires emerge. Attacks on political dissent are intensifying, with mass arrests and enforced disappearances. NGOs and political parties face the risk of disbandment, and there is a harsh crackdown on civil disobedience and human rights defenders.

We are confronting a historical transformation of the world and its systems, and financial sustainability in Amnesty work in Canada and internationally is needed more than ever. And in this context, AICSES is seeking a creative agency to develop a compelling public engagement campaign (s). The (se) campaign(s) should enhance brand visibility, attract new supporters (activists and donors), and foster an emotional connection with Amnesty’s mission. The work will leverage insights from a major public survey and collaboration with internal teams to create multichannel, storytelling-driven campaigns.

The selected agency will:

· Review findings from internal survey research

· Interview key internal teams

· Review engagement and fundraising data as needed

· Develop one campaign concept with a long shell live that would include variations or iterations over time OR 2–3 campaign concepts targeting new audiences

· Build personas beyond current prospecting pools

· Develop messaging frameworks and visual direction

· Recommend ideal channel mix, sequencing, and timing

Each campaign concept will include:

1. Target audience personas

2. Messaging frameworks and visual examples

3.     Recommended channels and tactics

4.     Timelines & success metrics

5.     Discovery insights summary

6.     Final creative presentation

Agencies must also include:

7.     Anti-Racist and Anti-Oppression (ARAO) internal policy

8.     Creative development fees

9.     Estimated implementation costs

Proposals (maximum 10 pages) must include:

1. Executive Summary

2. Relevant Experience & Qualifications

3. Proposed Approach & Methodology

4. Timeline & Milestones

5. Budget (creative & estimated implementation costs)

6. Three (3) Client References

· Experience in creative fundraising or engagement campaigns

· Understanding of Amnesty’s mission and campaign objectives

·  Strength and clarity of proposed approach

· Feasibility of timeline and budget

· Quality of client references

· RFP Issue Date: January 09, 2026

· Submission Deadline: February 09, 2026

· Selection Announcement: March 06, 2026

· Project Kickoff & Development: Mid to Late March 2026

· Campaign Launch: June/July 2026

· Phase 1: Kickoff & Discovery – March 2026

Scope alignment, survey review, departmental interviews, persona exploration

·  Phase 2: Creative Development – April 2026

Concept development, visual direction, messaging frameworks

· Phase 3: Creative Finalization – May 2026

Final creative assets, refinement, and launch preparations

· Phase 4: Campaign Launch – June 2026

Multichannel rollout, early performance testing, creative adjustments

· Phase 5: Wrap-Up & Evaluation – June/July 2026

Performance review, success metrics, insights, and recommendations

 

Proposals must be submitted as a single PDF to: hello@amnesty.ca

Deadline: February 09, 2026