Who We Are
Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows and 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”.
We work with girls in Africa and Asia, reaching 50 million in 20 countries. 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.
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 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
Pate ki Baat (name to be finalized) is a new format we want to introduce to the Chhaa Jaa universe.
With this vlog-style ‘day in the life series, we hope to engage young creators who vlog about what it’s like to undergo different experiences that girls might need but not understand or there may be fear around. This season we will focus on health-related experiences like visiting doctors, navigating conversations with them and follow-ups.
We envision this season to have different episodes where shortlisted content creators shoot what it’s like to navigate a health challenge, find a doctor, get a consultation, follow up on the advice etc. We want these vlogs to look as authentic as possible, so we will look at engaging real doctors in person or online to be a part of each vlog, with a pre-determined list of questions to answer. While we want each vlog to look as realistic as possible, each episode will have to have a rough outline, with detailing of the topics and key messaging that are necessary to be covered.
Each episode/vlog will include some key points before the visit to the doctor and be structured something like this:
- Setting up the appointment, sharing with the audience their thoughts and preconceived notions/anxiety of the creator regarding the appointment.
- Actual appointment between the doctor and the creator.
- Takeaways from the appointment by the creator after leaving.
Elements core to this format
- Girl-led conversations, patient focussed documentation of visiting a medical professional.
- Needs to be recorded vlog style with a handheld camera/smartphone.
- Scripted questions - we will finalise a list of questions/key points that will need to be covered through the format.
We require the output not to look overly produced, so we recommend shooting the interaction with a combination of handheld cameras, smartphone cameras and stationery cameras, similar to the style that popular vloggers use. The doctor’s interaction with the creator can be shot with a two-camera fixed setup. The final product needs to look as close to an authentic experience as possible, and we would like it to be packaged well with neat informative graphics. Below are two treatment reference links of styles of vlogs we would like:
Treatment Reference:Example 1Example 2
Here is a suggestive episodic breakdown (tentative) that we could look at doing:
Episode 1: Doctor Visit - First Time Going for Check Up
Episode 2: Conversations with a Doctor - Contraception (OCPs)
Episode 3: Doctor Visit - Routine Check-Ups
Episode 4: Doctor Appointment & Chat - Telemedicine
Role of this format
Often, it isn’t a lack of understanding or the will to access healthcare services that hold girls back from visiting doctors - but an apprehension due to the unfamiliarity of the experience. Girls have no references to what seeking medical advice looks like, especially digitally.
The idea is to remove this unfamiliarity around the process by modeling and demonstrating what a visit to the doctor would look like or what a digital consultation with a doctor entails, by showcasing real influencers who hold some credibility with our audience.
This will help shift their inner dialogue from focussing on fears and ‘what ifs’ and instead boost her confidence to move more towards a ‘Ek doctor ho ya chaar, apne body aur needs pe focus karo yaar’ mantra.
The scope
We are looking for an agency to manage and produce end-to-end content in collaboration with girl creators.
- Identifying girl creators that fit the brief and working with the Chhaa Jaa team to onboard one girl creator from the list - here is a tentative list (Surbhi Rathore, Khushi Karki, Ashnoor Kaur, Nagma Mirajkar, Amulya Rattan, Sakshi Swaggy, Shivangi Joshi)
- Coordinating with creators and the Chhaa Jaa team to lock the script
- Working with the creator to complete end-to-end production of the 5-8 minute vlog-style video.
- Edit 5 shorter cuts (vertical video) from each episode; to be distributed on Instagram reels and YouTube shorts. Each cut should be 60 seconds long.
- The format of each episode should be a day in the life of vlog style in simple language along with simple visual aids to help the girls understand the user journey better.
- Coordinating approval of content submitted by creators with the Chhaa Jaa Create Team. The agency should ensure all scripts are approved by the CJ team before the creator starts production.
Deliverables
- End-to-end production of 4 episodes of 5-8 minutes each for Pate Ki Baat.
- 4 to 5 Shorter cuts from each episode for Instagram reel and YouTube Shorts. Each cut should be 60 seconds long. (Total 16 to 20 short format vertical videos)
Who You Are
We are looking for an agency that will help manage the scripting and production with influencers, with cost efficiency at the core of it all.
- You are a creative agency/production house that has created similar content for non-profits or in the development sector.
- You have been an agency for 3+ years
- You have a strong track record of adhering to production timelines
- You have experience working with influencers
- You will work with Chhaa Jaa’s create team to get all necessary content-related approvals.
Timelines
- Terms of reference published - 12th April 2023
- Questions and clarifications deadline - 19th April 2023
- Proposal submission deadline - 26th April 2023
- Evaluation of proposals - 3rd May 2023
- Agency contract and briefing - 24th April 2023
- Project commencement - 25th May 2023
- First cuts expected by - 20th June 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 submissions:
Your proposal, should you be interested (Max 10 pages), should cover
- Yourunderstanding of the brief and why you feel you are well placed to deliver on the requirements.
- 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
- Detailed reference list indicating the scope and magnitude of similar assignments.
- Influencer Roster - Share a list of influencers you have worked with before in a similar capacity or of similar scope.
- Breakdown of Costs including (and not limited to) agency costs, rate cards etc.
- Timelines - Starting date, Key milestones and Reporting milestones
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below:
Technical Evaluation
Experience in carrying out similar campaigns for digital brands and products (20%)
Show us examples of past influencer-led campaigns with tangible results and achievement highlights (20%)
Client references and testimonials (15%)
Influencer Roster with similar experience (15%)
Financial Evaluation
- Value for money/proposed budget breakdown ( 30%)
In the 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.
GE 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 GE.
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, the 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.
Annexure 1:
A snapshot of Chhaa Jaa’s audience
Our core audience (called Sangeeta) is adolescent girls and young women (AGYW) aged 18-24. We design for an underserved audience of Socio-Economic Class C & D in the 11 Hindi-speaking states and union territories (Delhi NCR, Rajasthan, Chandigarh, Haryana, Madhya Pradesh, Chhattisgarh, Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Himachal Pradesh) called the Hindi belt of India. When trying to reach our audience, we broadly talk to all girls in the Hindi belt with some sort of digital access.
A Pen-Portrait of Sangeeta:
Imagine 19-year-old Sangeeta in Lucknow, who is the first girl in her family to be in tertiary education - she dreams of becoming a teacher one day, as daunting and impossible as it seems to her. She wanted to become a dancer, but her family didn't encourage that, and she isn’t one to rebel against them beyond a point. Girls in her community don’t just take off and do what they want - you have to take your family and community along.
She won the argument to be able to wear jeans 2 years ago but is often told off for not wearing a stole with her jeans and top - both by her aunt and her boyfriend! Her every day is about spending time on her phone, talking to friends, helping with chores at home, and heading off to college/mall/park for some time away from the intense scrutiny of home and the mohalla.
This is a tad bit more restricted since the advent of Covid, the pressures of economic instability and the corresponding redoubling of the pressure to get married and get ‘settled’.
How to apply
To apply for this opportunity, please submit a proposal by email with the subject line “ Pate Ki Baat Pitch” to suppliers@girleffect.organd copy to piyush.garud@girleffect.org by 26th April 2023
Prospective respondents who may have questions regarding this ToR may submit their enquiries to the same address provided and copy to piyush.garud@girleffect.orgby19th April 2023