SOUTH AFRICA CREATIVE AGENCY
TERMS OF REFERENCE
September 2021
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, igniting their confidence to act differently at a time that can define their future.
We create safe spaces for girls, sharing facts, and answering questions about health, nutrition, education, relationships, and so much more. To arm girls with the skills to negotiate and redefine what they are told is possible “for a girl”.
Our reach is 20 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. She starts a ripple effect that impacts her family, her community, her country.
That’s the Girl Effect.
About our COVID partnership with Facebook
Girl Effect has been selected as a Global Health Partner in Facebook’s ongoing efforts to prevent the spread of COVID and promote COVID vaccines and routine immunizations. Using our youth brands in India, Kenya, Rwanda, Nigeria, and South Africa, we’ve been running Facebook campaigns that provide adolescent girls with engaging and trustworthy health information related to Covid, vaccines and other health-seeking behaviours.
We’ve run one campaign in South Africa around COVID knowledge and prevention. We will run a second campaign tackling vaccine hesitancy among 18-24-year-old men and women in November.
Context of Assignment
Working with influencers and young content creators will be the driving force behind this campaign. We are looking for a creative agency to partner with us to recruit and manage influencers, co-create campaign formats (videos and stills), and develop a campaign identity, tone and tagline.
Content should be suitable for Facebook and/or Instagram.
The campaign will be evaluated by a Brand Lift Study conducted by Facebook.
Expected commitment:
Around four weeks of campaign creative development and production.
Four weeks of live campaign where management of influencers will be required and communicating with GE.
Timeframe:
It’s expected that we’ll work with the agency on a timeline, suggested timelines below:
Agency recruitment: Sept 15th - Sept 28th
Agency briefing: 1st week of October
Creative/campaign development + influencer recruitment: early-mid October
Production of content mid-late October
Key deliverables
- Developing campaign tone, identity and tagline
(Note we have an existing consumer-facing brand for girls, ‘Springster’, but will need help thinking how best to distribute this content to young men. Girl Effect will develop communication objectives and critical messages for the campaign.)
Identification and management of suitable influencers and talent for the campaign (mix of male and female)
Managing a ‘co-creation’ phase with influencers to develop campaign formats (self-shot videos and stills)
(Note we have an internal creative team who will include substantial format territories and ideas within the creative brief)
- Overseeing influencer content creation for a 4-week campaign (we imagine we’d need min. two pieces of content per week of the campaign, a mix of stills and video = circa 8x for young women and 8x for young men)
Content references: Follow this link to our website for this.
Who You Are
A creative agency with experience working with youth brands, social media, and influencers/independent content creators.
You have a proven ability to create compelling and engaging formats that deliver clear messages and CTAs.
Experience in health-related content would be a massive bonus.
Proposal submission
Qualified individuals are invited to submit a short (5-10 pages) proposal that includes the following:
Qualification and experience of firm/individual
Approach for undertaking this Assignment underpinned by a demonstration of value for money
Previous experience in similar assignment(s) in line with the ‘Who You Are’ section above (relevant case studies/creds deck/campaigns)
A financial budget (In USD) and work plan. N.B. The technical and financial proposals will need to be submitted as separate documents.
Reporting
The consultant will report to Girl Effect’s Global Content Director.
Evaluation Criteria
The criteria against which proposals will be evaluated are listed below:
Demonstrates relevant experience creating content for social media (25 points)
Demonstrates relevant experience working with influencers and content creators (25 points)
Demonstrates relevant experience working with youth audiences in South Africa (20 points)
Team composition, structure and experience (10 points)
Comprehensive and competitive financial proposal (20 points)
GE is not liable for any cost incurred during the preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of GE.
Tax
Applicants are advised to ensure that they clearly understand their tax position regarding provisions of the local jurisdiction tax legislation 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 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 organisational 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 at www.girleffect.org/safeguarding. We have zero-tolerance for all forms of violence against children, beneficiaries and staff.
Equal Opportunities
Girl Effect 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.
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How to apply:
How to Apply
To apply for this opportunity, please submit a proposal by email with the subject line “[SA COVID CAMPAIGN]” to suppliers@girleffect.org by 28th September 2021 COB.