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”.
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 - 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 well-being, to building girls’ confidence to access services as and when they need it.
Chhaa Jaa is aimed at girls aged 18-24 with internet access. 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 18 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.
Campaign Context
Chhaa Jaa has launched 3 campaigns since 2019 towards behaviour change in Sexual Reproductive health. We have brought girls together on a journey over three seasons to help them understand the importance of contraceptives, of holding and chasing their dreams and most importantly, the timely advice from doctors.
In the upcoming season, we want to help change the narrative around healthcare seeking behavior in our Adolescent Girls and Young Women (AGYW) from being reactive to being proactive. We want to help drive her towards the positive behaviour changes we have been encouraging her to have around SRH.
These behaviour changes are:
- Girls access SRHR (Sexual reproductive health and rights) services, either through telemedicine or in-person visits to the doctors regularly whenever they face an issue.
- AGYWs adopt the oral contraceptive pill in addition to using condoms at each sexual encounter.
This will be achieved through building in provocations, offering her fundas/mantras, encouraging promises to herself on her resolve, timely calls to action, and nudges towards taking charge of her health. This campaign’s key messages will be delivered through 4 video formats & our chatbot Bol Behen.
Girl Adda will be one of the 4 new formats we will launch in this campaign.
The Brief
For girls, there is no bigger motivation or encouragement than hearing relatable stories and knowing that you’re not alone. Through our various products and formats, we have observed and documented the sense of clarity and freedom girls feel when they find spaces to speak with each other openly. We want to bring such important, relevant conversations that happen between young girls to the forefront with this concept, Girl Adda (WIP name).
The show will be centered around a series of group discussions moderated by a ‘host’ on different topics. This roundtable format can be shot in front of a small, curated live audience or in a studio with no audience. However, given the subjective nature of experiences and the multifold objective of this series, we also recognise the need for the format to change accordingly based on the topic/discussion.
With the format, we’re hoping to have girls discuss the complexities of decision-making concerning their bodies, careers, relationships and dreams.
Role of this Format in the Upcoming Campaign
Full episodes of the show will rest on our Youtube channel. The idea is to use the round-table discussion format to enable a public discourse on this campaign's topics by showcasing real girls reflecting on their struggles in everyday life and talking about how they navigate through them concerning OCPs and telemedicine. We would like this format to be adapted to an audio-only podcast as well in the future.
Elements core to this format:
- Creating space for different experiences- A roundtable format works best when there are diverse opinions and experiences are expressed in one setting. Through Girl Adda, we want to ensure our audiences feel seen and heard.
BUT at the same time, this format presents alternate narratives that affect a girl’s social identity. The idea is also to normalize conversations about contraception, sex and OCPs among girls where they can observe relatable role models being open about these topics.
- Host - Needs to be a role model, friendly, quirky personality, has to be able to keep the conversation lively, and ensure the girls on stage are comfortable. The host must be shortlisted with inputs from the GE team, and the production agency will manage contracting and payments.
Potential candidates we like include; Kajal Chauhan, Vagmita, Dr. Tanaya, Leeza Managaldas
- Real Stories from real girls - Girls featured on each episode will be selected and recommended by Girl Effect through a network of our partners whilst adhering to Girl Effect’s safeguarding principles, their comfort in front of a camera and their ability to engage in candid conversations. Each episode will have 4-5 girls from our Sangeeta cohort.
- Doctors on the Panel - We will require a doctor as a part of the panel for each episode. The Doctors can stay constant on each episode, while the Sangeetas can be different sets. The GE team and the agency will work together to shortlist doctors for the 4 episodes. Costs should be included in the budget from the production agency.
- CJ Rapid Fire - A standardized game/question format that can become one of the standard features of the show across seasons and episodes! This one is open to suggestions. The production agency can suggest segments that can be used during the episode.
- Time - Ideally 15-18 mins long
- Platform - Youtube
Girl Adda + Services Campaign Integration
4 episodes + campaign promo episodes
Episode 1: Things Doctors wish we knew
Episode 2:Kaan Ke Kaccche - Suni Sunaayi Baatein
Episode 3: Telemedicine Kya Hai?
Episode 4: Birth Control Kya Hai?
NOTE: Episode 4 will be shot in the presence of a live audience in Indore - where Chhaa Jaa will be conducting an event. The round table for the live event will be in the same format as the previous episodes with a similar panel, the audience at the event will be 250-500 people, and we will require a minimum of a 3-4 camera set-up to film the live show. Production Logistics (shooting & editing) for this should be included in the budget drawn. The Chhaa Jaa team will provide onground support staff and planning support.
Barriers that Girl Adda 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 OCP 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, which does away with the need for physical consultation. It also makes her resilient to handle less than ideal interactions with doctors.
The scope
We are looking for a creative agency to manage our end-to-end production.
- Onboard an experienced writer who will help map out the episodes' content, format and flow for the episodes and help create different engaging sections within the format.
- 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 with recommendations from the GE team, with the final decision resting with us.
- The agency needs to structure the episode to include sections/segments that make the roundtable format more engaging.
- Working with Chhaa jaa Create team to get approval at every stage of the production process. From pre-production to post-production.
- The final episode will be recorded with a live audience in Indore.
- Producing shorter cuts: Each episode on YouTube will need to be supplemented with 4 shorter cuts that can live on IG reels and YT shorts.
Deliverables
- End-to-end production of 3 episodes in a studio set-up and 1 live audience episode.
- 4 Final episodes agreed upon by the CJ content team
- Masters and footage of everything shot.
- Shorter cuts from each episode for Instagram reel and YouTube Shorts - A total of 16 short videos
Who You Are
We are looking for a creative agency out of India to conduct quality end-to-end production.
- You are a creative agency/production house that has created non-fiction content for online brands in the development sector.
- You have a strong track record of adhering to the production timelines
- You have access to a pool of directors and writers from varied backgrounds and locations
- You will work with Chhaa Jaa’s create team to get all necessary content related approvals
- Your agency has been working in the creative field for 5+ years and has experience with creating and executing in-studio content.
- You have an established portfolio of brands you have worked with over the years.
Timelines
- Terms of reference published - 5 June 2023
- Questions and clarifications deadline - 7 June 2023
- Proposal submission deadline - 10 June 2023
- Agency contract and briefing - 19 June 2023
- Project commencement - 19 June 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 are well placed to deliver on the requirements. It would be a definite plus point if you can demonstrate previous experience in having conducted both in-studio with real audience shoots & live audience shoots.
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 project.
- 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 for this project [20%]
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
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 Girl Adda” to suppliers@girleffect.organd copy to piyush.garud@girleffect.org by the end of day 10th June 2023
Prospective respondents who may have questions regarding this RFP may submit their enquiries to suppliers@girleffect.org and copy to piyush.garud@girleffect.orgby 7th June 2023