The purpose of this contract is to position the EU as a strategic, reliable, and long-term partner of Vietnam among key target audiences and stakeholders. The contractor will design and implement a strategic communication campaign to raise awareness, strengthen engagement, and reinforce the EU’s image as a trusted partner under the EU–Vietnam Comprehensive Strategic Partnership (CSP). The campaign will support the visibility of the EU’s ongoing and future cooperation portfolio, guided by the EU’s priorities for external assistance, and will showcase tangible results and the added value of EU–Vietnam cooperation. Activities will highlight key EU priorities, including the green transition, sustainable and inclusive development, and governance, while demonstrating concrete benefits for Vietnamese citizens. Communication activities should clearly convey why EU actions matter to the people of Vietnam, emphasising shared values, mutual interests, and real-life impact through creative, accessible, and non-technical approaches implemented under the Team Europe framework. Building on the previous “Plug In To Evolution” and “I’ve Got the Power” campaigns implemented by the EU in Vietnam, the contractor will propose innovative, high-impact initiatives, including digital storytelling and youth engagement activities, while ensuring robust monitoring, performance measurement, and full alignment with EU communication guidelines and cross-cutting priorities.