Who We Are
Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows, TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives.We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible “for a girl”.Our reach is 50 million and counting. And we’re using technology to reach girls at scale so every girl can choose to be in control of her body, her health, her learning and her livelihood.
Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.
That’s the Girl Effect.
Background
Girl Effect uses a branded media approach towards delivering behavioral change messaging.
We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.
We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.
Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia - these are some of our youth brands. They exist across multiple channels - digital ( Meta, Google and other SM platforms), TV, radio, print and offline. Together these brands form Girl Effect.
The Brand
Chhaa Jaa (Go Forth and Shine)– a powerful, youth brand co-designed with girls in India
In June 2019, Girl Effect launched Chhaa Jaa(छा जा)–an online youth brand inspiring, entertaining and empowering girls with the right skills and confidence to navigate adolescence - from providing accurate information about sexual and reproductive health, encouraging conversations around mental wellbeing, to building girls’ confidence to access services as and when they need it.
Chhaa Jaa is aimed at girls aged 16-22 years with access to the internet. Usually, this is through shared devices or even highly monitored owned devices. Chhaa Jaa is designed for girls and women across the Hindi- speaking states in India, with Hinglish as its core language of communication.
Chhaa Jaa consists of multiple of products that cater to her needs and ensures that our audience is reached effectively and efficiently, where she already spends most of her time -
- Digital media content that girls can access on Facebook, YouTube and Instagram, that is both entertaining and informative. Characters and storylines have been developed with girls and are designed to reflect their lives and the challenges they might face;
- An online, moderated peer-to-peer community(Bak Bak Gang) which acts as a safe space for girls 16 and above years of age to discuss sexual and reproductive health concerns, interact closely with Chhaa Jaa’s content, explore the themes and topics that are relevant for them, and apply what they’ve learnt to their own lives;
- A chatbot (Bol Behen) that offers a private way for girls to ask questions about the themes and topics raised by Chhaa Jaa content and safely get information.
- A website (www.chhaajaa.com) that is being built into a youth-friendly service directory for easy access to services and products – both online and offline – to help girls improve their sexual and reproductive health (SRH), mental well-being (MW) and economic empowerment (EE) from getting the right information about their bodies, booking doctor consultations, accessing online skilling courses, opening up on their mental wellbeing and career guidance, to name a few.
The Brief
In the roster of content that Chhaa Jaa has been producing around Sexual Reproductive Health (SRH), Khullam Khulla was conceptualised to:
A) Impart Sexual Reproductive Health knowledge to girls
B) Build up their self and social identity as someone who takes care of their own sexual and reproductive health.
Khullam Khulla does this by presenting girls with a role model (using a scripted personality named ‘Rani’) so that we can present new attitudes, knowledge and mental associations to them about their own health. The core aspect we kept in mind when casting Rani (host for the first 3 seasons) was that she be relatable through her circumstances but also aspirational – we did this by showing her as confident and determined to learn more and manage her health (something we want to model for our audience). These are the values we need to strongly adhere to when casting for the host of this season.
Rani’s motto of “*Apni health ko lekar ‘*No Sharmana No Ghabrana ' has helped us ease into difficult and uneasy conversations around condom negotiations with partners, judgment from doctors and the importance of vaginal hygiene.
Issues taken on by the format:
For the previous 3 seasons, Rani has concentrated on speaking about the following:
Menstruation and hygiene – topics that are conventionally considered inappropriate for adolescent girls.- Knowledge & Attitude
This batch of content videos spoke to young girls more directly about contraception and sexual debut -Knowledge, Self-Efficacy & Self Identity
Our content focused on building her up to take charge of her health and equip her with a vocabulary, not just around the SRH topics but also norms around it that affect her. How to speak to doctor-Outcome Expectations (light touch), Knowledge & Self-Efficacy
From qualitative research, we know that Khullam Khulla works well with disseminating knowledge and motivating girls to talk to Rani and each other about topics related to their sexual reproductive health.
Based on this, we feel confident taking Khullam Khulla ahead for Phase 4 of content production. For the next phase, we are planning 4 episodes of Khullam Khulla.
ROLE OF THIS FORMAT FOR SEASON 4
Girls don’t know where and how to access oral contraception pills (OCPs) and are either unaware of or hesitant about their usage as well. This format introduces girls to two new concepts - Oral Contraceptive Pills and Telemedicine - by a ‘proxy expert’ (The Host- Rani in previous 3 seasons of Khullam Khulla) who they already believe to be a ‘trusted source.’ The approach is to go beyond simple myth-busting or leaving them with a ‘that’s not true’ message but instead elevating facts - ‘why and when OCPs should be used,and how they help.’
This will allow us to give girls the confidence to access healthcare and OCPs, understand what is best for them, and provide them with tools and a ‘how-to’ guide to help them navigate the specific services we will be nudging her towards.
Khullam Khulla + Services Campaign Integration
4 episodes + campaign promo episodes
Episode 1: OCPs : Ab Kar Lo Duniya Mutthi Mein
Episode 2: How to (Prev)
Episode 3: Doctors : Sab Baat Hogi Private, Bina Jhanjhat (plug telemedicine)
Episode 4: What is Telemedicine? How to (MediBuddy)
Barriers that Khullam Khulla will help address:
Girls are wary about accessing OCPs and telemedicine - both concepts that have a sense of newness to them and need familiarization. There are 2 core barriers that this format will take on:
- Girls are unaware of how to access OCPs via the business-to-consumer (B2C) models that exist in markets right now.
- They know that going to a doctor is useful but find it awkward and embarrassing to do so. Our research also indicates that they mostly face judgment and stigma from medical professionals and are further discouraged from seeing doctors in the future. Hence, to avoid a negative outcome, we would like to introduce them to telemedicine, that does away with the need for physical consultation. It also makes her resilient to handle less than ideal interactions with doctors.
Elements core to this format
- Acknowledging apprehensions while empowering- there are valid reservations that girls have against doctors in general and OCPs in particular. We have to repackage the conversation around OCPs from being taboo or unnecessary to potentially being an important investment in their overall health. Similarly, we have to introduce Telemedicine as an accessible, sustainable, credible alternative to face-to-face consultations, which offers anonymity and confidentiality without compromising the quality of service.
- Hyperlocal production- We want to explore a region specific hyperlocal model of Khullam Khulla where we can have 3 girl characters from 3 different cities (Delhi, Jaipur and Lucknow) present the show in dialects of those specific regions. To this end, we will be requiring region specific versions from the main edits.
- Expanding KHK universe- We want to include new characters in the established KHK universe - these could be characters from the larger Chhaa Jaa universe (like Chintana from Fikar Not) who would be first introduced to the audiences by Rani herself or someone entirely new.
- Producing shorter cuts - Each 4-5 minute long episode will be supplemented with shorter cuts that can live on IG reels and YT shorts to boost traction.
- Addressing the power dynamic - Empower the audience and make girls feel less dubious for seeking and knowing the advice of a doctor “humaara haq hai yeh jaan na, unki duty hai bataana”
What’s changed from the last time we did this format?
- Shorter episodes (4-5 mins)
- More tangible information and hacks and how-tos around service access
- Introducing new characters & hyperlocal versions
What still needs to be locked in
- Service Partner for Telemedicine & OCP
The scope
We are looking for a creative agency that will manage the end-to-end production for us.
- Onboard an experienced writer who will write the scripts that engage our audience and deliver on our key messaging
- Onboard director and production team best suited to produce high-quality and engaging content for our audience
- Hire the host for the show. Someone who is an engaging, relatable host/anchor.
- We are looking at a green screen/simple backgrounds (homes, offices, relatable spaces), cost efficiency is a significant factor for this format.
- The format of each episode should be a how-to-format in simple language along with simple visual aids to help the girls understand the user journey better.
- Working with Chhaa jaa Create team to get approval at every stage of the production process. From writing to post-production.
Deliverables
- End-to-end production of 4 episodes for Khullam Khulla 4.0 - (4-5 minutes episodes)
- 4 Shorter cuts from each episode for Instagram reel and YouTube Shorts - a Total of 16 short videos (45-60 second each reel/short)
Who You Are
We are looking for a creative agency out of India that will conduct end-to-end production for us.
- You are the creative agency/production house that has created similar content for non-profits or in the development sector
- You have a strong track record of adhering to the production timelines
- You have access to a pool of directors, writers, actors from varied backgrounds and locations
- You will work with Chhaa Jaa’s create team to get all necessary content related approvals
Timelines
- Terms of reference published - 20th March, 2023
- Questions and clarifications deadline - 27th March, 2023
- Proposal submission deadline - 3rd April, 2023
- Evaluation of proposals - 7th April, 2023
- Agency contract and briefing - 21st April, 2023
- Project commencement - 24th April, 2023
- Project end - 31st August, 2023
Reporting
This engagement will be managed by the Content and Creative lead for Girl Effect India and their team, who will work with the successful agency to ensure its timely and thorough execution.
Proposal submission
Your proposal, should you be interested (Max 10 pages), should cover:
Your understanding of the brief - and why you feel you are well placed to deliver on the requirements.
Your creative ideas that can help land the key messages with our audience - we will support your team in scripting, but we are keen on understanding disruptive and engaging story-telling ideas that can help carry the weight of the messaging
Credentials -
- Please showcase a minimum of 3 examples of previous work relevant to what we are trying to achieve and how we approach our work, and the audience that we cater to
- CVs conforming to the qualifications for persons to manage and conduct the refresh.
- Detailed reference list (Minimum 3) indicating the scope and magnitude of similar assignments.
Project timeline - Starting date, key milestones and final delivery
- Breakdown of Costs- Detailed budget sheet with applicable taxes and other charges clearly identified in INR. Vendors should provide their daily or hourly billing rate or their proposed fixed fee for the requested deliverables.
- All applicable taxes should be quoted separately;
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below:
Technical Evaluation
Company profile and Organizational Capacity [10%]
Creative Ideation (within this, we are looking at innovative ideas, effectiveness in delivering messaging, and overall content plan) [20%]
Proposed methodology and approach criteria [20%]
Experience and Qualification of key personnel [20%]
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and then only for those proposals deemed qualified and responsive.
In their Technical proposal, the bidder must demonstrate an understanding of the requirements described in the RFP and demonstrate how the bidder will meet the requirements of the evaluation criteria.
Please note that Girl Effect is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.
VALIDITY of the proposal shall be for 90 days from the date of bid closure
Tax
Applicants are advised to ensure that they clearly understand their tax position regarding local jurisdiction tax legislation provisions when developing their proposals.
Disclaimer
GE reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.
Safeguarding
You may be required to undertake safeguarding checks. The successful applicant will be expected to adhere to our safeguarding and data policies. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here We have zero tolerance for all forms of violence against children, beneficiaries and staff.
Equal Opportunities
Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal-opportunity workplace.
We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.
How to apply
To apply for this opportunity, please submit a proposal by email with the subject line “ Proposal for the production of Khullam Khulla 4.0” to suppliers@girleffect.organd copy to piyush.garud@girleffect.org by 3rd April , 2023
Prospective respondents who may have questions regarding this RFP may submit their enquiries to suppliers@girleffect.org and copy to piyush.garud@girleffect.orgby27th March 2023