The charity has more than 200 UK staff, and cash raised here funds projects in 47 countries. But World Vision is concerned it lacks the profile of other major development charities.
It is understood to have held early stage talks with agencies, and is intending to draw up a three to four-strong shortlist within the next month.
A decision is expected to be made by April, when the winning agency will embark on a UK-wide consumer campaign.
Associate comms director Kate Nicholas said the brief would focus mainly on World Vision's childsponsorship campaigns and gift catalogue, and would raise brand awareness of the charity's role in long-term development, humanitarian relief and advocacy.
She added: ‘Over 90 per cent of our work is done by local employees, and it is important that people understand our global reach.We have more than 22,000 staff globally, meaning we can follow projects through to completion using our
Nicholas said the budget for the campaign is undisclosed, but will be partly dependant on ideas generated by the chosen agency.
World Vision, a founding member of Make Poverty History, is currently preparing a global campaign on people trafficking.
Kazoo's youth marketing brief for World Vision will not be affected by the tender. At the beginning of the year it promoted World Vision's foray into social networking phenomenon Second Life (PRWeek, 12 January).