BACKGROUND
Three decades after ASEAN was established, ASEAN leaders recognised that there remained inadequate shared prosperity, ASEAN awareness and contact among the people of ASEAN. It was of this concern that ASEAN leaders established ASEAN Foundation in Jakarta, Indonesia, at ASEAN’s 30th Anniversary Summit in Kuala Lumpur, Malaysia, on 15 December 1997.
The ASEAN Foundation is an organisation from and for the people of ASEAN. The Foundation exists because of one vision: to build a cohesive and prosperous ASEAN Community. As an ASEAN body, the Foundation is tasked to support ASEAN mainly in promoting awareness, identity, interaction and development of the people of ASEAN. For more information, visit: www.aseanfoundation.org.
In recent years, the vision of a cohesive and prosperous ASEAN has been increasingly challenged by the surge of online scams and cyber fraud. In 2022, ASEAN recorded over 400,000 scam cases resulting in losses of approximately USD 5 billion, and by 2024 this figure had soared to USD 37 billion. AI-driven fraud, online payment vulnerabilities, cross-border criminal networks, and gaps in enforcement are fuelling increasingly sophisticated attacks, with some countries now reporting that cybercrime accounts for up to half of all reported crime. In response, ASEAN has established the Anti-Scam Working Group and committed to national Anti-Scam Centres, yet challenges such as inconsistent messaging, cultural barriers, and inadequate victim support remain.
Against this backdrop, the Global Anti Scam Summit (GASS) Asia 2025 in Singapore on 2-3 September will convene governments, regulators, law enforcement, financial institutions, and technology leaders to accelerate joint action. Aligned with its mission to promote awareness, capacity building, and regional solidarity, the ASEAN Foundation will participate in the plenary session Fighting Scams in the Philippines, Indonesia, and Oceania, and announce a new partnership with Google.org to expand access to scam prevention resources for youth and elderly communities across Southeast Asia.
This programme will equip vulnerable groups with the skills to recognise and respond to scams, develop a scalable multilingual curriculum, and foster a network of anti-scam advocates to sustain awareness. To ensure the announcement reaches audiences across ASEAN and generates lasting impact, the ASEAN Foundation seeks to engage an experienced media agency to craft compelling narratives, manage regional outreach, and highlight the programme’s role in protecting communities and strengthening trust in the region’s digital economy.
DUTIES AND RESPONSIBILITIES
In collaboration with the Communications Officer of ASEAN Foundation and under the guidance of the Head of Communications at the ASEAN Foundation, the Consultant is expected to deliver the following:
- Identify and recommend potential media outlets in Singapore, Indonesia, and Viet Nam that are likely to be interested in covering the announcement of the new anti-scam programme.
- The ASEAN Foundation will provide the approved press release in English. The consultant shall be responsible for translating the release into the local languages of the above-mentioned countries, ensuring that the translation is adapted to the local context and retains the intended meaning and tone. All versions must include the approved quotes from representatives of the ASEAN Foundation and Google.org
- Distribute the press release to the targeted media outlets in the selected countries.
- Monitor media coverage regularly and submit a final media report with all online and print coverage generated.
EXPECTED OUTCOME AND OUTPUTS
Outcome:
A minimum of 30 online media clippings secured, including at least 15 from Indonesia, 5 from Singapore, and 10 from Viet Nam featuring a balanced mix of Tier 1 and Tier 2 media outlets, covering ASEAN Foundation’s participation in GASS Asia 2025 and its anti-scam initiative.
Outputs:
- Official translation to local languages, both featuring quotes from the ASEAN Foundation and Google.org.
- A curated list of at least 30 media outlets in Indonesia, Singapore, and Viet Nam categorised by Tier 1 and Tier 2.
- Regular media monitoring updates and a final post-event media monitoring report consolidating all coverage and clippings.
TIMELINE
The duration of this consultancy is from 22 August to 30 September 2025, covering pre-event media engagement, the launch itself, and post-event monitoring and reporting.
| No | Deliverables | Date |
| 1 | Announcement of the selected vendor and the final press release in English provided by the Foundation. | 22 August |
| 2 | Workplan and a list of recommended prominent media outlets in the five countries provided. | 26 August |
| 3 | Press release translation to local languages concluded. | 27 August |
| 4 | Press release disseminated. | 2 September |
| 5 | A final report, which includes audience reach and PR Value from each article. | 18 September |
| 6 | Upon approval of the deliverables, send final invoice and other administrative support document. | 21 September |
*The above timeline is subject to adjustments and shall be discussed between ASEAN Foundation and appointed Agency.
QUALIFICATION AND EXPERIENCE REQUIRED
- A professional PR Agency/consultant
- Has experience in working/engaging ASEAN entities
- Has excellent media networks in ASEAN, especially Indonesia and Singapore
- Possess good flexibility in receiving last-minute changes and request from the client
- Able to work under pressure and meet tight timelines without affecting the quality of the work
INTELLECTUAL PROPERTY RIGHTS
The existing intellectual property rights (including but not limited to patents, copyright and
related rights) used in connection with this Agreement shall remain with the respective Party. Any new intellectual property rights resulting from or in connection with the Services under this Agreement (“New IPR”) shall belong to the ASEAN Foundation. For avoidance of doubt, New IPR shall include, but not limited to all or any reports as generated in accordance with this TOR and in relation to the Services.
The Vendor shall request prior written approval from the ASEAN Foundation for any use of
intellectual property rights owned by the ASEAN Foundation as a result or in the course of the implementation of this service. The ASEAN Foundation shall not be responsible to provide any approval whatsoever to the Consultant for any use of intellectual property from any other third party.
APPLICATION PROCESS
All interested applicants are required to submit a Portfolio and Price Proposal Application (in USD) by 20 August 2025 at the latest to procurement@aseanfoundation.org with a copy to fatima.alifha@aseanfoundation.org and comms.Support@aseanfoundation.org with subject: “Media Engagement Consultant – GASS Asia 2025”
All submitted applications will be thoroughly and fairly evaluated based on various criteria, including the quality of the proposal and price. However, only shortlisted candidates will be contacted.
IMPORTANT NOTES
In line with the ASEAN Foundation’s payment terms, the final payment will be made within 14 calendar days upon completion of all deliverables and receipt of the vendor’s invoice.
