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Call for Proposal: Online Communications Consulting Firm

Terms of Reference

Communications Consulting Firm for One Map Initiative at the Local Level

About WRI Indonesia

WRI Indonesia is an independent foundation (Yayasan) associated with the World Resources Institute (WRI), a global environmental research organization that turns big ideas into action at the nexus of environment, economic opportunity, and human well-being. WRI work with various stakeholders in the natural resources sector to support policy and management that are both profitable and sustainable. WRI has worked with leaders in more than 50 countries for more than 30 years, with offices in the United States, Brazil, China, Europe, India, and Indonesia.

Launched in early 2014, WRI Indonesia builds on WRI’s 10-year history in the country focusing on forests and land use governance, and strengthens our impact on the ground. In the short-to-medium term, WRI Indonesia aims to expand its presence and portfolio to include climate, energy, as well as cities and transportation programs.


The overall objective of the One Map Initiative is to transform land use decision-making processes to be more open, accountable, and participatory. WRI Indonesia will achieve this through catalyzing a unified and transparent land use planning and monitoring system that is accessible to all land use stakeholders. Through partnership with governments, civil societies and the private sectors, WRI Indonesia will develop a model of engagement that can be used to scale this approach into a National One Map Policy. The work will span until 2020, focusing on Riau, South Sumatra, Papua and West Papua provinces. Other project portfolio related to One Map Initiative includes, but not limited to Land Use Accountability (LUA), Forest Law Enforcement, Governance, and Trade (FLEGT), Forest and Landscapes Restoration (FLR), and Governance Centre.

The communications consulting firm will be responsible for assisting WRI Indonesia in developing and implementing a comprehensive communications strategy through social media for the One Map Initiative at the national and sub-national level. Reporting to One Map manager of WRI Indonesia, the communications consulting firm will coordinate with WRI Indonesia’s communications specialist and other key personnel of the projects.

The consulting firm will perform the following tasks:

  • Define the target audience of the campaign
  • An overall storyboard of the key messages from the One Map Initiative that will be represented on social media channels, and creating illustrations to fit the narrative.
  • A social media strategy and editorial plan for One Map Initiative at the Local Level.
  • Copywriting and the accompanying graphics for the One Map Initiative social media.
  • Monitoring and reporting of social media engagement and growth.

Scope of Work

The consulting firm’s expected service in this project will include the following:

Social Media Strategy Development

  • Develop a social media strategy that can elevate discussions around One Map Policy and land-related issues on social media. Audience includes the national and local government and targeted public (e.g. university students, youth communities, CSOs).
  • Develop an illustration style to narrate the One Map Initiative for social media channels. The illustrations will be a visual representation of the current issues surrounding the One Map Initiative, and will be a way for the general public to connect and further understand the One Map Initiative
  • Develop a voice which will communicate with the general public through social media channels. The voice will be used to communicate the key messages of the One Map Initiative through copywriting.
  • Mapping out the strategic objectives for the growth of the social media channels, and an editorial plan incorporating the many different topics that is covered within the One Map Initiative.
  • Conduct regular reviews and evaluation of the social media channels’ growth with the One Map Initiative communications team to adjust and restructure the current implementation of strategies and/or the information communicated as needed.
  • Incorporating current communication strategies that is ongoing in the larger scheme. Working with the One Map Initiative communications team to communicate relevant time-sensitive information.

Social Media Implementation

  • Create engaging illustrations and copywriting in the illustration style and voice which the Consultant has developed. Ensuring that all outgoing communications in the form of social media posts are consistent in style.
  • Produce communications metrics/KPI for all activities.

Social Media Monitoring and Reporting

  • Submit monitoring reports of social media performances, to document;
  • The organic growth of the channel, in number of followers, likes, and engagement.
  • Performance review of the most popular and least popular post, so both the consultant and the One Map Initiative communications team can evaluate the current strategies.
  • Regular review and evaluation of the social media strategy in three month intervals, to better understand the success of the implemented strategy. Working with the One Map Initiative communications team to adjust social media strategies, and the types of information communicated through social media to increase engagement.

Documents to Submit

  • Proposal, which include proposed communications strategy and budget
  • Company profile and relevant portfolio


All documents should be submitted via email to by October 3rd, 2018.


One Map Initiative at the Local Level Project Communications Framework

About the Project

One Map Initiative at the Local Level is a collaborative initiative to achieve a sustainable and equitable land use and planning in order to support the government to implement low-emission development.

Indonesia is the sixth largest emitter in the world and in 2010, 62 percent of its total national emissions come from Agriculture, Forestry and Other Land Use (AFOLU), peat decomposition and peat fires. Burning and cutting forests to make way for plantations have largely contributed to these emissions.

Land and forest fires are largely influenced by weak land governance, which has driven various irresponsible parties to exploit natural resources without considering the environmental, legal, and social situation. The weak governance is caused in part by the inaccurate, incomplete and outdated geospatial data and information, contributing to the overlapping licenses of concession holders as well as conflicts and uncertainties in Indonesia’s land use management, which ultimately presented difficulties for the country to reduce emissions and improve people’s welfare at the same time.

The ‘One Map Policy’, issued through the Presidential Regulation No. 9 year 2016 and initiated by the Coordinating Ministry for Economic Affairs and the Geospatial Information Agency, opens up a new opportunity to finally address this issue. WRI Indonesia aims to support the implementation of One Map Policy at the local jurisdiction through a collaborative effort called the One Map Initiative at the Local Level.

This initiative aims to establish a sustainable and equitable land use and planning through two streams:

  1. Support towards the strengthening of sub-national capacity as Regional Geospatial Information Network (JIGD) in managing the accurate and trustworthy geospatial data and information through five pillars of institution, policy, technology, standard and human resources (Maps as a common language)
  2. Multistakeholders forum – Build a collaborative movement to accelerate solution-oriented effort in transforming land use governance through creative policy recommendations for different conflict typologies, using Indicative One Map as a language to communicate among stakeholders

In implementing activities in both streams, our priority actors include the national and local government, CSOs, private sectors, smallholder farmers, as well as indigenous people and local community.

This initiative is based on multi-stakeholders’ collaboration led by the local government and supported by stakeholders as partners in operationalizing the One Map Policy to accelerate the sustainable development at the sub-national level.

The One Map Initiative at the Local Level has been implemented in Riau as a pilot province, given its significant land-based emission and the province’s infamous reputation associated with tenurial and social conflicts rooted in unsustainable land use. Additionally, the initiative has just recently started in South Sumatra, Papua and West Papua.

The initiative is hoped to be able to accelerate efforts to solve land-related conflicts, improve people’s livelihoods through a more equitable land distribution as well as support the local government and private sectors to implement sustainability principles in their operations and activities.

Communications Objectives

The overall objective of the One Map Initiative at the Local Level is to establish a more sustainable land management in Indonesia and build this initiative as a proof of concept of the One Map Policy implementation.

Our communications objectives are designed to achieve One Map Initiative at the Local Level’s objective in three phases:

First phase: Raising awareness (June 2017-August 2018)

  • Objective: To raise stakeholders’ awareness about One Map Initiative at the Local Level and One Map Policy.
  • In this phase, we aim to communicate the objective of One Map Initiative at the Local Level, building blocks in implementing the project and continued progress about One Map Initiative at the Local Level in terms of infrastructure, process, products, institution and regulation.
  • On top of developing communications activities, the consulting firm also needs to conduct baseline survey to measure initial perception and participation of the target stakeholders.

Second phase: Influencing initial support (September 2018-December 2019)

  • Objective: To influence initial support from stakeholders towards One Map Policy and One Map Initiative at the Local Level.
  • In this phase, we aim to communicate a call for action to our key stakeholders and include information about how they can contribute to the process.

Third phase: Influencing active participation (January 2020-December 2020)

  • Objective: To influence key stakeholders to actively contribute in achieving sustainable land use in accordance with overall One Map Policy goal through One Map Initiative at the Local Level to create collective impact.

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