Terms of Reference ( TOR ) Tujibebe: Digital Marketing Agency

Who We Are

Girl Effect is an international non-profit that creates media content that adolescent girls in Africa want, trust, and need. From chatbots to TV dramas, we help girls make choices about their health, education, and livelihoods. Our work empowers girls by providing facts and answering their questions in safe spaces, helping them redefine what is possible.

We reach over 50 million girls worldwide, leveraging technology to enable them to take control of their health, education, and futures. When a girl makes a positive change, she inspires a ripple effect across her family, community, and country. This is the Girl Effect.

The Brand: Tujibebe

Tujibebe, meaning “let’s lift ourselves up together” in Swahili, is a youth-focused brand targeting Tanzanian girls (Jukwaa la vijana). It equips them with information and inspiration to make informed choices about health, education, and livelihoods—from starting small businesses to accessing healthcare.

• Mission: Empower young girls with knowledge to take control of their futures.
• Slogan: “Tujibebe - Andaa Kesho Yako” (“A tomorrow that’s within your control”).
• Content Platforms: Interactive radio dramas, on-ground activations, IVR (Interactive Voice Response), and social media.

2023 Transition Tujibebe shifted its target audience from 13–19-year-olds to 18–24-year-olds, reflecting their journey into adulthood. The rebrand aims to emphasize  Tujibebe as a household platform empowering youth to make informed decisions in health, education, and economic aspirations.

Objective

Enhance digital engagement with youthful, consistent, and impactful content. This will be achieved through influencer collaborations and diverse youth-focused content.

Thematic Areas and Target Audience 

• Sexual Reproductive Health Awareness (Modern Contraceptive Use):
• Target: 18-24 years old (female and male).
• Human Papillomavirus (HPV) & Routine Immunization Education:
• Target: Parents and caretakers (male and female) aged 25-44 and girls aged 9-14.

Campaign Deliverables 

• Develop a 6-month social media campaign plan.
• Source and manage 5-8 influencers.
• Create high-quality video content:
  • 4 influencer-based videos (30-60 seconds) monthly.
  • 4 youth-focused video content pieces monthly.
• Coordinate biweekly Facebook and Instagram LIVE sessions with influencers and experts.

Influencer Management Considerations:

• Ensure influencers align with Tujibebe’s values.
• Oversee content deliverables, ensuring clarity, coherence, and adherence to brand guidelines.
• Collaborate with influencers who:
  • Predominantly engage adolescent girls and young women.
  • Communicate effectively in Swahili and understand Tanzanian culture.

NOTE:

 Our Youth Advisory Panel has suggested a range of influencers to work with, here is the list for your consideration

• Girl Effect will be responsible for promoting, approving collaborations, scheduling, moderating, tracking insights and the progress of the performance of the campaign.

Key Considerations

• Social and Behavior Change Communication (SBCC):
  SBCC is integral to Girl Effect’s approach, ensuring that all assets—from videos to radio shows—deliver unified, impactful messages that influence behaviors and social norms, thus Girl Effect will provide SBC tactics to use during content creation.
• Government Partnerships:
  Collaboration with the Ministry of Health and other agencies ensures alignment with national public health strategies. Campaign content undergoes thorough government reviews to ensure credibility.
• Language:
  All materials will be produced in Swahili.

Who You Are

• Applicant organisations are expected to fulfil the following competencies:
• Have extensive knowledge of creating Tanzania social media campaigns at scale with a regional flavor.
• Experience working with Tanzanian influencers - from nano to macro
• Worked with brands targeting younger audiences 
• A portfolio of award-winning social media campaigns on Facebook, YouTube, and WhatsApp will be a plus.

Proposal Submission

1. Technical Proposal (20 pages max)

• Campaign BIG IDEA: Outline your understanding of the brief and proposed concept.
• Previous Work: Showcase (1) previous work that involved influencers, outlining the problem/context, the big idea, examples of the best content from that campaign and the results.
• Influencer Management: Detail your workflow for sourcing, managing, and evaluating influencers.
• Client Referrals: Provide three signed reference letters from recent clients (within two years).
• Team Composition: Highlight key personnel’s roles and relevant experience.

2. Financial Proposal

• Provide a detailed budget in Tanzanian Shillings (TZS), including applicable taxes and expense breakdowns.
• Estimated influencer budget costs (Girl Effect will be responsible for issuing payments for safeguarding purposes).

In their proposal, the bidder must demonstrate an understanding of the requirements described in the TOR 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.

Expected Commitment

• The assignment is expected to take approximately 6 months to complete (January to June 2025). 
• The marketing agency will be expected to attend weekly progress meetings with the Girl Effect Creative team
• The assignment will take place from January 2025- June 2025.

Management

The consultant will report to the Creative Director Tanzania.

Location

The agency must be based or have substantial operations in Tanzania and must be conducive to working with teams in the UK, Sub-Saharan Africa & India. The Assignment is to be carried out in Tanzania.

Timeline

• TOR Published: 20th December 2024
• Deadline for Proposals: 10th January 2025
• Selection and Contracting: Week commencing 13th January 2025
• Onboarding and Briefing: Week commencing 20th January 2025
• Project Commencement: Week commencing 27th January 2025

Evaluation Criteria

Technical Evaluation (80%)

• Campaign BIG IDEA: 30%
• Influencer Management Expertise: 15%
• Local Market Knowledge: 10%
• Project Management Skills: 15%
• Gender-Sensitive Storytelling: 10%

Financial Evaluation (20%)

• Value for money and detailed budget breakdown.

How to Apply

Send your technical and financial proposals with the subject line “Tujibebe Digital Marketing Agency” to suppliers@girleffect.org by 10th January 2025, 11:00 PM EAT.

Tax

Girl Effect is obliged by the Tanzania tax authorities to withhold taxes on service contract fees as well as ensure that VAT, is charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of Tanzania tax legislation when developing their proposals.

Copyright

All materials/documents arising from this consultancy work shall remain the property of Girl Effect.

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. 

Please note: We will evaluate only proposals submitted following the application process outlined in the TOR and using our specified email address (suppliers@girleffect.org).

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.