Animated videos for Negotiation Support Package for Adult Social Care Fair Pay Agreement
A practical guide to understanding what the buyer really wants and how to build a winning response.
This isn't just about making videos
Yes, you're creating animated videos.
But what IDeA is really looking for is a partner who can demystify a complex policy for a diverse audience.
It's about communication.
Not just animation.
You're tasked with explaining the Adult Social Care Fair Pay Agreement.
A national process that affects around 1.7 million workers and 18,000 providers.
That's a vast audience with varied needs.
Think about the end-users
Adult social care employers are your primary audience.
These are organisations ranging from large providers to micro-providers.
What do they need?
Clarity.
Simplicity.
Engagement.
Your videos should speak directly to them, helping them grasp the Fair Pay Agreement without feeling overwhelmed.
Pay attention to what they say
The notice makes it clear.
Your content must be based solely on approved factual, policy and legal information.
No room for personal interpretations or speculative advice.
Stick strictly to the script provided by IDeA.
That's non-negotiable.
Don't underestimate the importance of accessibility
Your videos need to be accessible.
Not just in terms of content, but also in delivery.
Consider how they'll be viewed.
On different devices.
Perhaps with subtitles.
Think about accessibility options for those with disabilities.
The easier you make it to access and understand, the better.
What most bidders will do
Many will focus on the animation quality.
The graphics.
The voiceover.
And while these are important, they're not the be-all and end-all.
The real value here is in how effectively you communicate the content.
It's not just about looking good.
It's about being understood.
Evidence always beats promises
One thing I noticed when I worked in the public sector was that almost every bidder claimed to deliver engaging content.
Few proved it.
If you have evidence, use it.
- Case studies of similar projects
- Testimonials from past clients
- Metrics on engagement or comprehension improvements
Show IDeA that you can deliver.
Remember the secondary audience
While the primary focus is on social care employers, don't forget the secondary audience.
Councils, NHS trusts, trade unions and more.
These stakeholders need to understand the programme too.
Your videos should cater to their informational needs, even if they're not the direct focus.
Consistency is key
This isn't a one-off project.
You're starting with one video, but there's potential for up to four more.
IDeA will want consistency across the series.
In style.
In tone.
In messaging.
Ensure you have a plan for maintaining this consistency across all potential videos.
Common mistakes
Avoid submissions that:
- Focus too heavily on animation style over content clarity
- Ignore the accessibility needs of the audience
- Fail to provide evidence of past success in similar projects
- Include personal interpretations or unapproved content
- Neglect the needs of the secondary audience
- Overlook the importance of consistency in a multi-video series
My Final Thoughts
Remember, IDeA isn't just buying videos.
They're buying understanding.
A better-informed sector ready to engage with the Fair Pay Agreement.
The contract is valued at £25,000, running from September 2026 to March 2027.
This budget and timeline mean every aspect of your submission counts.
Content clarity, accessibility and evidence of past success will be crucial.
Quality, it seems, will be valued over sheer quantity.
That's where your written submission can shine.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.