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Ad title:
Awareness-Raising Campaign on Formalization
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| Provided By:
International Labour Organization
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Published: 27 March
/ Deadline: 03 April
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Awareness-Raising Campaign on Formalization in Tbilisi`s Intercity Road Passenger Transport Sector
Location: Tbilisi, Georgia
Application Deadline: 03.04.2026
Expected Start Date: 01.05.2026
Contract Type: Service Contract
The International Labour Organization (ILO) invites qualified companies to submit proposals for the design and implementation of an awareness-raising campaign aimed at promoting formalization in Tbilisi`s intercity road passenger transport sector. This initiative is implemented within the framework of the ILO project "Supporting Formalization of Informal Workers and Enterprises through an Integrated and Gender-Responsive National Strategy."
1. Background
Informal employment remains a significant challenge in Georgia. As of 2024, approximately 29.1% of workers in the non-agricultural sector are informally employed (GEOSTAT). Informality is particularly pronounced in the transport and storage sector, where in 2022 an estimated 34.3% of men and 6.4% of women were engaged in informal employment (ILO, country brief, Table 3, Appendix).
Georgia`s transport sector plays a critical role as a transit corridor linking Europe and Asia, with road transport dominating both passenger and freight services. Historically, parts of the sector—particularly intercity passenger transport—have operated in a fragmented and semi-formal environment, characterized by unregistered operators, weak enforcement, and limited compliance with safety, technical, and labour standards.
The sector is governed by the Law on Administration and Regulation in the Field of Transportation and the Law on Road Transport, supported by government decrees and technical regulations aligned with EU standards. The Land Transport Agency (LTA) of the Ministry of Economy and Sustainable Development of Georgia is responsible for technical regulation in its assigned field and for the provision of related services, including the licensing of road transport operators, the performance of enforcement-related functions, and the issuance of international road freight and passenger transport permits.
In recent years, the Government of Georgia has introduced significant regulatory reforms aimed at increasing formalization. These include mandatory licensing for passenger transport operators, stricter vehicle and safety standards, certification of bus stations, and strengthened enforcement in relation to such operators, including through roadside inspections related to international passenger transport, covering working time, tachographs, and permit compliance. These measures have contributed to a substantial reduction in informality - from approximately 47% in 2010 to 16% in 2024 - although the sector still represents an estimated 17% of the non-observed economy.
Despite this progress, formalization in the sector has been largely driven by regulatory enforcement rather than voluntary compliance. Many operators who have formally registered still lack a clear understanding of their tax obligations, compliance procedures, and rights. In addition, several barriers continue to limit full and sustainable formalization, including limited awareness of the benefits of formalization, compliance costs (e.g. licensing, technical inspections, accounting services), fear of tax declarations - particularly among older drivers - and broader structural constraints such as low and unstable incomes, limited access to finance, lack of insurance, and distrust in institutions.
While regulatory measures have strengthened compliance and brought operators into the formal system, they have also imposed adjustment costs, particularly for smaller operators. As a result, formalization is not always accompanied by increased understanding or motivation. The effectiveness and sustainability of the current framework depend on improving awareness, trust, and perceived benefits of formalization.
The International Labour Organization (ILO), together with the Government of Georgia and social partners, has signed the Decent Work Country Programme (DWCP). One of the programme`s key priorities is to support the development of a national strategy for formalization. In this context, the ILO is implementing the project "Supporting the Formalization of Informal Workers and Enterprises through the Development of an Integrated and Gender-Sensitive National Strategy, " which aims to strengthen Georgia`s capacity to facilitate the transition from the informal to the formal economy.
The ILO is also supporting the work of the Inter-Ministerial Working Group on Formalization, established within the Ministry of Economy and Sustainable Development of Georgia in the context of the EU-Georgia enlargement process and the Economic Reform Programme.
In this context, the ILO is implementing this initiative to complement existing regulatory efforts by addressing information gaps, misconceptions, and behavioural barriers, through a targeted and trust-based awareness-raising campaign tailored to the realities of the transport sector.
2. Purpose of the Assignment
The overall objective of this assignment is, in coordination with the ILO, to design and implement a targeted and practical awareness-raising campaign to promote formalization among transport sector operators in Tbilisi.
Specifically, the campaign aims to:
** Improve understanding of registration, licensing, taxation, and compliance procedures among drivers, carriers, and transport workers.
** Communicate the concrete benefits of formalization, including access to markets, social protection, and improved working conditions.
** Address information gaps and misconceptions related to formalization.
** Encourage positive behavioural change towards formalization and compliance.
** Contribute to national efforts to transition from the informal to the formal economy in a gender-sensitive manner.
3. Scope of Work
The contractor will design and implement a communication campaign tailored to the realities of the transport sector.
The campaign should be based on:
** Audience segmentation (e.g. independent drivers, small operators, recently formalized workers).
** Clear and practical messaging.
** Use of trusted communication channels and peer-to-peer approaches.
Indicative communication channels include:
** Local dissemination: Posters, flyers, and illustrated guides distributed at bus stations and transport hubs.
** Digital communication: Short video messages and social media content featuring real experiences of formalized operators.
** Peer dialogues: Small group discussions at selected locations involving recently formalized operators sharing their experiences.
The contractor may propose additional channels (e.g. radio, SMS, partnerships with associations) based on the target audience analysis.
4. Technical Proposal
Bidders are required to submit a technical proposal including:
** A communication strategy outlining key messages, target audiences, and channels.
** A communication action plan with activities, timeline, and responsibilities.
** Description of proposed materials and tools.
** Approach to audience engagement, including peer-based communication.
** Monitoring and evaluation framework with indicators to measure reach and effectiveness.
** Risk analysis and mitigation measures.
5. Financial Proposal
Bidders are required to submit a financial proposal providing a clear and realistic budget for the implementation of the communication campaign, based on the activities described in the communication action plan.
The proposal should outline the allocation of financial resources required for the production and dissemination of campaign materials, including the development of videos, digital content, printed materials, and the promotion of messages through online platforms and other communication channels.
The proposal should present a breakdown of costs related to key campaign components.
The budget should reflect an efficient use of resources and be aligned with the campaign objectives.
6. Target Groups
The awareness-raising campaign will primarily target drivers, carriers, and other operators in the transport sector in Georgia, particularly those who are currently operating informally or who have recently registered but have limited understanding of compliance requirements and the benefits of formalization. Special attention should be given to small transport operators, independent drivers, and older workers who may experience greater difficulty navigating administrative procedures such as taxation, licensing, or registration requirements.
The campaign will also indirectly reach transport workers employed by registered companies, as well as potential entrants to the sector, by improving awareness of employment contracts, social protection rights, and regulatory obligations. Communication activities should be designed in a way that reflects the realities of the sector, using simple language and accessible formats that resonate with transport workers` daily environments.
Secondary audiences may include bus station operators, transport associations, and sector stakeholders who interact regularly with drivers and carriers and can help disseminate campaign messages. Engaging trusted intermediaries and peer communicators will be essential to ensure credibility and effectiveness in reaching workers who may have limited trust in institutional communication channels.
7. Deliverables
Communication Strategy and Action Plan, including campaign message and visual concept.
The contractor will develop a comprehensive communication strategy and action plan outlining the strategy, key messages, communication channels, and timeline of campaign activities.
The deliverable should include:
** An Excel-based Communication Action Plan presenting the planned communication activities, their description, and implementation calendar.
** A PowerPoint presentation with at least two options for the campaign messages and visual concepts, to be finalized after approval of the selected message.
Campaign materials
** Production of a series of short videos (minimum 3-5 videos, each up to 2 minutes) featuring practical information and/or testimonials from transport sector operators regarding registration procedures and the benefits of formalization. Videos should be delivered in HD format (MP4), in Georgian language with Georgian subtitles, and suitable for dissemination through social media and other digital platforms.
** Development of digital and printed communication materials and text posts tailored to target audiences for their dissemination through social media. The content should be designed to communicate key messages on formalization in a clear and accessible manner.
Organization and facilitation of peer dialogue sessions at selected locations, using a participatory methodology that encourages open discussion and exchange of experiences among transport workers. These sessions should aim to capture practical insights into the realities of the sector, including workers` needs, challenges, perceptions of formalization, and barriers to compliance. The discussions will be documented and main takeaways included in the final report.
Final report on the overall awareness-raising campaign - a comprehensive report summarizing the implementation and outputs delivered during the campaign. The report should present both quantitative and qualitative results, including outreach, engagement, and feedback from target groups. It should also provide a brief assessment of the effectiveness of the communication approach, including lessons learned, challenges encountered during implementation, and recommendations for future awareness-raising activities aimed at promoting formalization in the transport sector.
8. Company Profile
Bidders are required to demonstrate their organizational capacity and relevant experience in implementing similar assignments.
** Proven experience in the design and implementation of communication campaigns, public awareness, or behavioural change initiatives.
** Demonstrated experience in delivering assignments of a similar nature, scope, and complexity.
Experience in the transport sector and/or working with similar target audiences will be considered an asset.
9. Submission of Applications
Interested bidders are invited to submit the following documents to klimiashvili@ilo.org, sikharulidze@ilo.org:
** Cover Letter expressing interest and suitability for the assignment
** CV (s) of key expert (s) highlighting relevant experience
** Technical Proposal, including:
1. Communication strategy
2. Action plan and timeline
3. Proposed materials and tools
** Financial Proposal, including a detailed budget breakdown
** Portfolio / Samples of Previous Work (e.g. campaigns, videos, materials)
** Company Profile
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