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.
Our Approach
Girl Effect uses a branded media approach to deliver behavior change messaging.
We reach girls across the world, 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, Ni Nyampinga in Rwanda - these are some of our youth brands. They exist across multiple channels, including Facebook, Instagram, Youtube, Tiktok and WhatsApp, on TV and radio, in print and offline. Together, these brands reach over 50M girls worldwide.
Background
With the support of MSD for Mothers, Girl Effect is designing, launching, and implementing an 18-month project to develop a new digital product or products that will help connect young women in Kenya to sexual and reproductive health services and products (oral contraception, IUDs, implants, consultations with gynecologist and more. Digital technologies have opened up new ways for women to access these products and services online. However, there are still too many barriers that prevent young women from taking advantage of these options.
Girl Effect is bringing together young women, service providers and other key stakeholders to co-create and test prototypes and products for a new digital product or products that will work with existing platforms to expand access to healthcare across Kenya. Through this work, we aim to raise new funding to take successful products to market at scale.
Context
Girl Effect has begun a co-design process that draws on girls’ lived experiences, particularly their journeys to access SRH services and products and harnesses their creativity and determination. The process is also designed to equip girls with the skills and tools needed to take a seat at the table with donors, providers, and tech experts to build the tools and services they want.
Objective
We’re looking for an agency to support the development of a brand identity for our digital prototype as well as for the associated promotional campaign. This will be developed in partnership with a global human-centered design team at Girl Effect.
The Scope
Working closely with the Girl Effect team,
- Develop a brand identity for a promotional campaign that runs across multiple touchpoints and products. This will need the agency to
- Conduct quick market research to understand the market and target audience: analyze and learn from existing successful campaigns and understand what tone and look might work best for our audience.
- Define positioning, tone of voice and messaging: develop a unique and consistent messaging strategy, persona and tone of voice that resonates with our audience.
- Develop visual and naming identity: Create a brand name for the campaign, a logo, look and feel, palette etc.
- Develop brand guide, assets and collaterals: Create a set of guidelines that define how this brand is to be used across the campaign touchpoints and develop collaterals and brand assets needed for the campaign.
- Develop a marketing campaign to launch the new brand.
- Develop a brand identity and persona for our digital prototype - a chatbot.
As part of the ecosystem of products under this program, we are developing a chatbot that will answer girls’ questions about health and sexuality. We need to build a persona and brand identity for this chatbot that will connect with our audience and help them see the chatbot as a service that they can trust.
The agency will also help us define the brand campaign architecture, including how the chatbot brand interacts with the larger brand campaign.
Please note that the agency will also need to build the brief for testing of positioning, tone, visual identity,naming concepts for both the digital prototype and the promotional campaign The testing will be carried out by our internal teams and the learnings will need to be incorporated by the agency into the final outputs of the work.
Deliverables:
- Strategic approach and detailed Implementation plan
- Market Research Report
- Testing briefs for brand positioning, visual identity, persona, tone etc, for the campaign and the digital product.
- Output 1: Finalized brand framework, including tested positioning, tone of voice, USP, brand architecture etc., for the promotional campaign
- Output 2: Finalized brand guide, including tested visual identity, logo, name, tagline, and brand assets for the promotional campaign
- Output 3: Final brand guide including tested persona, name, visual identity and assets for the chatbot
- Output 4: Brand collaterals - for the promotion campaign and the chatbot.
The agency will also need to:
- Work closely with a GE team member to map out the process and timelines, set up recurring meetings and drive the execution forward.
- Be responsible for consistent updates on the progress
- Facilitate any brainstorming sessions/working sessions needed
- Work with a GE Impact and Evidence team member to conduct any tests, review feedback and learnings and integrate them into the final product.
Tentative Work Plan
TASK
DATE OF COMPLETION
Start date of the work
April 17 - 21
WEEK 1
Project planning, roles and responsibilities, implementation plan
April 24 - 28
WEEK 2
Deep dive into MSD
May 1 - 5
WEEK 3
Conduct market research
May 1 - 5
WEEK 3
Define positioning, tone of voice, attributes and architecture for branded promotional campaign
Define positioning, tone of voice, attributes, persona, values etc for the chatbot brand
Through development, rapidly test the positioning, tone of voice, persona for both the campaign and the chatbot
May 8 - May 19
WEEK 4,5
Integrate learnings and present finalized options for both the campaign and the chatbot
May 22 - 26
WEEK 6
Work with GE team to develop brand launch and campaign concepts
May 29 - June 9
WEEK 7, 8
Build options for name, logo, visual identity and tagline for the promotional campaign
June 12 - 23
WEEK 9, 10
Build options for name, logo, visual identity and tagline for the chatbot
Rapid test the above elements through the development
June 26 - July 7
WEEK 11,12
Build final brand guide for the promotional campaign and the chatbot
July 10 - July 21
WEEK 13,14
Build out all required brand collaterals and assets for both the campaign and the chatbot
July 24 - August 11
WEEK 15,16,17
Support launch
August 11 - Sept 1
WEEK 18, 19,20
Who You Are
An agency that has:
- Rich experience in both global and local brand-building.
- The ability to think strategically and creatively to understand how to best position the brand, draw from others’ learnings, use the test results to refine our understanding and finally, creatively execute the updated brand identity.
- Experience developing youth brands
The agency will need to:
- Put together a team considering the requirement of GE
- Develop an execution plan, with associated timelines, in line with broader MSD program timelines as set by the Girl Effect team.
- Facilitate regular sessions with the GE team for concepts, brainstorming, ideas and feedback and other stakeholders, including young people, as needed
- Execute the deliverables mentioned above.
Expected Commitment
- The assignment is expected to take approximately 5 months.
- The agency’s assignment period starts in April 2023 and ends in August 2023.
Procurement Timelines
- Terms of reference published:April 5th 2023
- Questions/Clarification Deadline: April 12th 2023
- Deadline for Questions responses: April 17th 2023
- Deadline for proposal submission: April 20th 2023
- Project Commencement: ASAP
Reporting:
This engagement will be managed by Girl Effect’s Program Lead for Kenya, who will work with the successful consultant to ensure its timely and thorough execution.
Location
The agency should have operations (or done several projects) in Kenya and must be conducive to working with teams in South Africa, Tanzania, Ethiopia, the UK, the USA, and India.
Proposal submissions:
Your proposal (max 10 pages), should you be interested, should cover:
- Yourunderstanding of the brief and why you feel you are well placed to deliver on the requirements.
- Credentials/Profile - Please showcase any previous work that you consider to be 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 brand set up.
- Highlight work (if) done in other geographies.
- Detailed reference list indicating the scope and magnitude of similar assignments
- Proposed Approach, work plan, and timeline describing how you will implement the design and development process for this project.
- Information on Additional Services– please provide any information on additional services that you believe would be pertinent and align with GE’s mission, vision, and values.
Financial Proposal
- A breakdown of the financial proposal in USD indicating the daily or hourly billing rate, time input, and all applicable reimbursable expenses. Alternatively, you can provide a fixed fee for the requested deliverables.
- All applicable taxes should be quoted separately;
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.
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.
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.
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below.
Technical Evaluation
- Interpretation and understanding of this TOR - [10%]
- Company profile and Organizational Capacity [10%]
- Experience in carrying out similar assignments in Organizational Brand set up/refresh/ re/positioning [15%]
- Proposed methodology and approach criteria [15%]
- Experience and Qualification of key personnel [10%]
- Evidence of a minimum of three contactable references - [10%]
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
Tax
Applicants are advised to ensure that they have a clear understanding of their tax position with regard to provisions of the Kenya jurisdiction tax legislation 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 the 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. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. 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 “GEKenya Brand Development” to suppliers@girleffect.org by April 20th 2023, at5:00 pm EAT