Production of Public Service Announcements (PSAs). Call for Proposals


The Public Information and Need of Knowledge (PINK) NGO is announcing a call for proposals for the production of 3 public service announcements (PSAs)/social ads, the primary topic of which will be centered on the principal problematic issues faced by LGBTI persons in Armenia and will serve to increase positive visibility for the community.


Development of three public service announcements (PSAs), which would contribute to increasing positive visibility of LGBTI persons and raise public awareness on LGBTI-related issues. Running time should be between 15 to 30 seconds per PSA.

The proposals should be submitted via a preliminarily defined application form and include the following:

– A brief concept of each PSA (half a page/up to 300 words);
– A description of technical details/methodology;
– A detailed timeline (the timeframe for the development and submission of the final product should not exceed 1 month);
– Detailed budget (provided in AMD in a separate Excel file);
– Information about the applicant and CVs of the project team.


Each applicant should submit concepts for a minimum of one and a maximum of three PSAs. The topics for the PSAs may be selected from the following:

1. Homo/bi/transphobic hate speech, hate crime and discrimination against LGBTI persons:

The level of homo/bi/transphobic hate crime and discrimination against LGBTI persons in the Armenian society is extremely high, placing community members under constant risk and jeopardising their safety and their ability to enjoy daily life. Unlike physical violence, the vast majority of the public (politicians, media representatives, etc.) does not perceive hate speech as a serious problem. Studies show that hate speech directly contributes to the marginalisation of LGBTI persons and promotes violence.

2. The invisibility of LGBTI persons in society:

Much of the public do not realise that they are surrounded by gay and lesbian people, which prevents the latter group from safely coming out. Look around you! Those you love and those close to you may very well be members of the LGBTI community. All societies are diverse and this diversity must be fostered and supported. Diversity is Wealth!

3. Trans* persons’ issues:

Traditional and conservative societies often interpret the concept of gender in an incorrect and/or binary way. Society is accustomed to the perception that people are born either female or male; however, this is by far not always the case. Some individuals may not reconcile their biological sex and their gender, which triggers negative societal attitudes towards gender non-conforming persons.


The proposals/concepts will be assessed based on the following criteria: relevancy of the concept and its compliance with the requested topic, creative approach, cost-efficiency, etc.

Applicants are encouraged to submit their concepts on a minimum of one and up to three of the above topics. Ultimately, three PSA concepts/applicants will be selected. Depending on the quality of the proposed concepts, selections may include concepts proposed by different applicants, which means that all three PSAs could have different authors.

The final production cost for each PSA should not exceed AMD 500,000 (including taxes).

The proposals must be submitted in English or Armenian. Proposals submitted in Armenian must include a brief summary in English.

Applications that do not satisfy the above criteria, or those submitted after the deadline will not be considered.

The deadline for submission of proposals for the production of PSAs is Monday, 17 April. Please, forward your submissions to the following address: [email protected] with CC to [email protected]

The production and distribution of public service announcements (PSAs) is implemented within the framework of the EU-funded project Solidarity Network for LGBTI in Armenia and Georgia, coordinated by the Heinrich Boell Foundation South Caucasus Regional Office. The ideas for the topics of the PSAs can also be drawn from the two studies conducted within the above project: on the Study of societal attitudes towards LGBTI people in Armenia, conducted by PINK Armenia, and the human rights situation of LGBTI persons in Armenia, conducted by SWV.

For more information and for questions, please, contact, +374 60 377277, [email protected]  Armen Aghajanov.