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.

Our Approach

Girl Effect uses a branded media approach towards delivering behavioural 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 behaviour 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. 

Girl Effect builds youth brands that girls love and trust, reaching girls where they are and creating change. 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 - digital ( Facebook, Instagram, Youtube, TikTok, Whatsapp), TV, radio, print and offline. Together, these brands reach over 50 Million girls worldwide.

Girl Effect in Nigeria

Girl effect’s goal is to inspire over 10 million girls and young women in Nigeria to defy gender norms and take control of their futures. Girl Effect has been piloting different approaches to change in Nigeria for the last ten years. 

In 2014, we developed a mobile platform that trains young women to become technology-enabled girl ambassadors to conduct peer-to-peer research in some of the hardest-to-reach communities in Borno, Adamawa, Yobe and Kano states. In 2014, we launched a zero-rated online mobile platform—available on the web and social media—called Springster. Providing entertaining content written by girls, for girls, Springster gave users access to an a-z of everything they needed to know to thrive — in English and Hausa. We learned we can use digital channels to engage girls at scale in Nigeria and that there’s a real thirst for honest, authentic content related to topics that girls are too scared to talk to their friends and family about.

In 2021, we partnered with Meta to use Instagram and Facebook to deliver social behaviour change communication campaigns designed to tackle myths around Covid and the Covid vaccine, working with influencers like Taaooma and Kate Henshaw to break through the clutter to reach more than 9m people.

Our aim over the next few years is to launch a youth brand in Nigeria, creating sustainable impact at scale and build scalable and long-lasting impact for girls and their communities in Nigeria. 

Brief (A) GAVI PROJECT

Girl Effect Nigeria is looking for an experienced creative agency to develop a fun, engaging, and educational digital campaign aimed at raising awareness about the importance of the HPV vaccine for young girls and their parents in Ondo, Oyo, Ekiti,D elta and Kaduna state in Nigeria. This campaign should emphasize safety, empowerment, and health protection, fostering trust and understanding while overcoming common misconceptions about the vaccine and encouraging vaccine uptake. 

The established campaign name is: One Dream At A Time  (ODAT)

Campaign Name Rationale

• Empowerment Through Health

• Good health is the foundation for every dream. The HPV vaccine protects girls, enabling them to pursue their aspirations confidently.

• Incremental and Inclusive Change

• Progress happens one step at a time. Each vaccinated girl represents a move toward a healthier, empowered generation.

• Breaking Myths and Building Confidence

• The name reassures parents and girls, showing how small actions, like vaccination, lead to big outcomes.

• A Call to Action

• It inspires parents, caregivers, and leaders to invest in girls’ futures by protecting their health.

• Alignment with Girl Effect’s Mission

• The focus on "dreams" reflects Girl Effect’s goal to empower girls to take control of their futures, starting with their health.

• Target Audience
  • Primary Audience: Parents of young girls (ages 9-14) in rural and urban areas in Oyo, Ekiti, Ondo, Delta and Kaduna State in Nigeria 
  • Secondary Audience: Young girls (ages 9-14), with a focus on educational and engaging content that resonates with their interests. In rural and urban areas in Oyo, Ekiti, Ondo, Delta and Kaduna State in Nigeria 
• Key Messages (An In-depth messaging guide will be provided):
  • HPV Vaccine is Safe: Emphasize that the vaccine is safe, effective, and widely recommended by health professionals.
  • Empowerment: Girls have the power to protect their health and future, with a simple, safe vaccination.
  • Prevention: The vaccine helps protect against certain cancers and other serious health issues linked to HPV.
  • Simple and Quick: The vaccination process is fast, easy, and painless, and can be done at your local clinic.
  • Addressing Concerns: Dispel myths and provide clear, trustworthy information, especially about the safety and benefits of the vaccine.

Brief (B) GATES PROJECT

Girl Effect Nigeria is looking for an experienced creative agency to develop a fun, engaging, and educational digital campaign aimed at raising awareness and updating on the importance of the SRH and contraception uptake for young couples in Kaduna, Nigeria. This campaign should emphasize the connection between economic/social empowerment and contraceptive uptake for young couples within the region.

The established campaign name is: Space To Grow

Campaign Name Rationale

Space to Grow highlights the idea that child spacing provides room for families to develop, ensuring children receive better care and attention. It’s simple and evocative, focusing on growth and opportunity.

Target Audience

• Primary Audience: Married women ages 18-24 and their husbands living in Kaduna, Nigeria.

Key Messages (An In-depth messaging guide will be provided):

1. Plan Your Family, Secure Your Future: Healthy families are built on smart planning. Learn about modern family planning methods to space your children, protect your health, and achieve your dreams together.”

Purpose: Emphasizes the benefits of family planning for economic stability, maternal health, and mutual understanding between couples.

2. Healthier Mothers, Happier Families: Spacing pregnancies by at least two years can protect a mother’s health and give each child a better start in life.

Purpose: Highlights the health benefits of birth spacing and its impact on maternal and child well-being.

3. Shared Responsibility: Family planning is a partnership. Talk to your spouse and make decisions together for a brighter future for your family.

Purpose: Encourages open communication and joint decision-making, breaking traditional gender roles where only one partner takes responsibility.

4. Respect and Knowledge Build Strong Families: Healthy relationships thrive on respect and knowledge. Learn about reproductive health to nurture a loving and informed family.

Purpose: Promotes respectful and informed relationships, fostering a culture of mutual respect and shared growth.

Tone & Style (cross both campaigns ODAT & Space To Grow):

• Fun, relatable, and empowering—without being overly clinical or intimidating.
• Light-hearted visuals and language that resonate with young girls while educating their parents.
• Use of vibrant colors, animated characters, and playful illustrations to make the content approachable and engaging.
• Empowering language for both parents and girls, ensuring both feel supported and informed.

Cultural Considerations  (cross both campaigns ODAT & Space To Grow):

Incorporate Nigerian languages (e.g., Yoruba, Igbo, Hausa) in subtitles or in the dialogue, ensuring accessibility for different linguistic groups.

• Ensure the characters represent a range of Nigerian ethnicities and backgrounds.
• Be mindful of cultural sensitivities around health topics, ensuring the messaging is respectful and easily understood.

Campaign Components

1. Video Content:
• Interactive Social Media Content:
• Quizzes (e.g., “How much do you know about HPV?”) with educational facts.
• Myth-busting carousel posts, addressing common misconceptions about the vaccine.
• Parent testimonials and stories, featuring relatable, real-life experiences.
• Empowerment posts that feature real stories of girls and parents who got vaccinated.
• Fun, shareable infographics with quick facts about the vaccine.
2. Influencer/Partner Collaboration:
• Collaborations with parenting influencers, health professionals, and relatable youth figures (e.g., teen ambassadors or young role models) to normalize conversations around vaccination.
• Sponsored content with key messages integrated into influencers' social media channels, tailored to resonate with the target audience.
3. Virtual Event/Webinar:
• A Q&A or discussion with a health expert, streamed via Instagram or Facebook Live, addressing concerns parents may have about the vaccine and HPV in general.
• Include interactive components like polls or comment discussions to increase engagement.
4. Hashtag Campaign:
• Encourage users to share their stories or posts about their journey with the vaccine. Include incentives such as giveaways or features on the brand’s page.

Deliverables  (cross both campaigns ODAT & Space To Grow):

The consultant will provide deliverables per the scope of work. This will include:

1. Comprehensive social media strategy document (including monthly calendar reflecting 2 posts per week for 6 months)
2. Management schedule for all social media platforms and content over the set time
3. Ad spend strategy across content for all social platforms
4. Content proposals including; video scripts (animated or live action), myth-busting carousel posts, vox pops, quiz-style, infographic posts and more for audience engagement.
5. Influencer collaboration proposals (influencer shortlist at least 10 relevant male and female influencers 10, including content ideas, rate cards and justification).
6. Social media template and guidelines for content creation and posting.

KPIs/Success Metrics:

• Engagement rate (reach, likes, shares, comments).
• Growth in followers across all platforms.
• Video views and interaction rates.
• Hashtag usage 
• Web traffic and clicks to vaccine-related resources.
• Increased number of parents making vaccine appointments after seeing content.
• Increased number of young couples for contraception uptake in the target geo

Project Timelines

• ODAT
  • First draft of deliverables 1-6: 30th January 2025
  • Final draft deliverables 1-6: 13th  February 2025
  • First draft production of agreed assets: 6th March 2025
  • Final draft production of agreed assets: 27th March 2025
  • Social accounts LIVE: 31st March 2025
• Space To Grow
• • First draft of deliverables 1-7: 30th January 2025
  • Final draft deliverables 1-7: 18th  February 2025
  • First draft production of agreed assets: 11th March 2025
  • Final draft production of agreed assets: 27th March 2025
  • Social accounts LIVE: 1st April 2025

Who You Are 

Skills and expertise:

• Demonstrated experience developing creative digital campaigns that resonated with young people in Nigeria 
• Experience creating content and campaigns for youth audiences, especially Nigerian girls from low-middle income backgrounds. 
• You will have a proven ability to work with subject matter experts and ‘translate’ their expertise into appropriate content for the target audience. 
• You have a proven ability to create compelling and engaging content that delivers clear messages 
• Experience in health-related content/Behavior change content production in the field of HPV and Sexual and Reproductive Health and Rights would be a massive bonus. 
• Passionate about making a positive difference in the lives of young women and girls.

Attitudes we are looking for: 

• Comfortable with complex organizational structures and multiple stakeholders 
• Comfortable with shared decision making 
• A ‘do-er thinker’ 
• Enthusiastic about talking to and interacting with people across cultures and geographies - this role will require extensive conversations, presentations, documentation and fire-fighting 
• Highly empathetic and context-sensitive - able to balance conflicting needs and priorities decisively 
• Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society

Management

The consultant will report to the Create Lead and Production Manager in Nigeria.

Location

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

Expected Commitment

• The agency will be expected to turn around briefs within the timelines provided and work closely with the create team and other stakeholders.
• The agency will be engaged as briefs are developed.
• The agency is expected to commit to a minimum of 1hr weekly meetings with the Girl Effect team.

Proposal Submission

Your proposal (Max 10 pages) should cover:

• Your understanding of the brief and why you feel you are well-placed to advise us on this
• Portfolio
• As part of your application, please include a link or PDF of your portfolio of recent work, highlighting your abilities and experience relevant to the role, with specific examples of how you work, think, collaborate, and contribute to great design outcomes.
• Please note that we are unable to accept any applications without a portfolio.
• Credentials/CV 
• Highlight work (if) done:
• In other geographies
•  In health-related content with adolescent girls or young women. in other geographies.
• Reference- Provide at least three references for similar contracts with a description of the service provided and the contract periods of performance.
• Breakdown of Costs with applicable taxes and other charges clearly identified in Naira. Consultants should provide their daily,  hourly billing rate and cost per deliverable rate.
• All applicable taxes should be quoted separately;

In the 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 Girl Effect.

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%
• Portfolio - 25%
• Showcases relevant experience in having done previous similar work with relevant agencies or organizations - 15 %
• Demonstrates an understanding and knowledge of the comms within the geography of Nigeria- 10%
• Experience and Qualification, share your CV/Credential- 15 %

Financial Evaluation

• Value for money/proposed budget breakdown - 25%

How to Apply

Please submit proposals, as described above, to suppliers@girleffect.org by the 3rd of January  2025. Please clearly mark your email with the subject “Digital Campaign Development & Social Media Management-Nigeria ’‘.’

Tax

Girl Effect Nigeria is obliged by the Nigerian tax authorities to ensure all taxes are charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions to Nigeria 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 RFP and using our specified email address (suppliers@girleffect.org). 

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.