Who We Are

Girl Effect is an international non-profit organization dedicated to addressing challenges faced by adolescent girls and youth in Ethiopia. Operating in the country since 2013, the organization leverages Social and Behavior Change (SBC) strategies, combining media and on-the-ground interventions to tackle various societal issues and empower young people. Girl Effect Ethiopia created the youth brand Yegna in 2014 and since then has reached over 10 million people through multiple products, outreach programs, girl networks, and research pieces done all for the betterment of adolescent lives.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, relationships, etc. And we use innovative technology so we can reach girls at scale. We arm girls with the skills to negotiate and redefine what they are told is possible, so every girl can choose to be in control of her body, her health, her learning and livelihood.

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

Yegna, meaning “Ours” in Amharic, is a branded multimedia platform empowering adolescent girls and young women (AGYW) through authentic storytelling and role modelling. Its national reach includes TV drama, music, digital content, and girl-centred community engagement. Every Yegna product is grounded in research and co-designed with its audience.

Over the next three years, through the Yegna Gize program, Girl Effect will address challenges related to youth employment, entrepreneurship, and mindset transformation. Yegna Gize focuses on shifting societal norms and unlocking viable livelihood pathways for Ethiopian youth across six regions: Tigray, Oromia, Amhara, Central Ethiopia, Sidama, and South Ethiopia.

Yegna Gize is a sub-brand of Yegna, focusing on economic empowerment, entrepreneurial skill development, and mindset transformation. The program uses multimedia storytelling, SBC, and partnerships to expand youth career aspirations.

Girl Effect Ethiopia is undertaking a range of media activities to engage its target audience and promote key initiatives. These include:

• Documenting events, entrepreneurship club activities, and school/youth club programs through interviews and feature stories with students, teachers, parents, participants, and role models.
• Producing and airing feature stories showcasing ambassadors, role models, and other Yegna Gizé activities in regional contexts.
• Embedding our messages in existing weekly TV and radio programs that discuss entrepreneurship or other youth-focused topics, and integrating stories about our role models, ambassadors and other initiatives.
• Producing and broadcasting two Public Service Announcements (PSAs) in regional languages or Amharic for one month.

To expand our reach and ensure effective dissemination of these messages across diverse linguistic and cultural settings, Girl Effect seeks to partner with regional TV and radio stations through dedicated Media Buying and Monitoring Consultants.

Who You Are

The ideal candidate will:

• Possess extensive experience in media planning, buying, and monitoring across various traditional (TV, Radio) and potentially digital media channels within the specified Ethiopian regions.
• Have a strong understanding of the media consumption habits of young Ethiopians aged 15-35 within their assigned region (s).
• Demonstrate excellent negotiation skills to secure optimal media placements and value for money with regional media outlets.
• Be adept at regional media monitoring and reporting to track campaign performance and provide insights specific to regional broadcasts.
• Show a genuine commitment to Girl Effect's mission and values.
• Be highly organised, detail-oriented, and able to manage multiple regional campaigns simultaneously.
• Have established strong relationships and networks with key regional TV and radio stations in the proposed regions.
• Possess a deep cultural and linguistic fluency relevant to their assigned regions.

Scope of Work

The Media Buying and Monitoring Consultant will be responsible for:

• Developing comprehensive regional media plans based on project objectives and target audience insights for their specific regions.
• Identifying suitable regional media channels and programs (TV and Radio) for Yegna Gize's various initiatives.
• Negotiating and purchasing media placements with regional stations to ensure cost-effectiveness, optimal reach, and alignment with content requirements.
• Collaborating with Girl Effect teams to ensure messaging is effectively embedded and delivered through identified regional programs.
• Monitoring regional media placements rigorously and providing regular, detailed reports on performance, including specific program visibility and air times.
• Managing regional media budgets effectively and providing detailed financial breakdowns for their assigned activities.
• Maintaining strong, active relationships with regional media houses and agencies.

Responsibilities

The Consultant will undertake the following key responsibilities:

• Develop and present strategic regional media plans for review and approval by Girl Effect.
• Execute regional media buys in a timely and efficient manner, adhering to agreed-upon budgets and timelines.
• Monitor all regional media placements diligently to ensure they align with agreed-upon terms and provide the required visibility and reach.
• Provide regular, detailed, and comprehensive regional media monitoring reports, including quantitative and qualitative data.
• Ensure that all regional media activities are covered within the allocated budget for each region.
• Collaborate closely with Girl Effect Ethiopia teams to understand communication objectives and integrate messaging effectively across regional platforms.
• Uphold the values of Girl Effect in all interactions and work within the region.
• Submit all required materials and attend all scheduled meetings within the agreed-upon timelines.

Expected Deliverables

Specific deliverables for the duration of the engagement will include:-

• Developed regional media plans with detailed breakdowns of channels, programs, and costs for each assigned region.
• Executed regional media buys for:-
  • 5-minute coverage on regional stations for role model features (including report on news visibility and program details).
  • 5-minute coverage on regional stations for entrepreneurship club activities (including report on news visibility and program details).
  • 5-minute coverage on a regional station, twice a year, for entrepreneurship club contests (including report on news visibility and program details).
  • Weekly sponsored content on identified regional radio programs for podcast and radio talk shows.
  • PSAs aired four times a week in prime slots for a month in regional language or Amharic on regional TV and radio.
  • Feature stories on youth club activities.
• Comprehensive regional media monitoring reports (covering TV, Radio, and potentially local Flyer/Billboard if relevant and agreed upon).
• Detailed financial reports breaking down regional media expenditure.

Expected Commitment

• Duration: August 2025 - December 2025

NB: The Consultant will commit to full delivery of all outputs within the specified timeframe.

Management

The Consultant will have a primary point of contact within our Ethiopia Create team.

Procurement Timeline

• Terms of Reference Published: Jul 22, 2025
• Deadline for Proposal Submission: Jul 30, 2025
• Project Commencement: Aug 5, 2025

Proposal Submission

Interested Consultant should submit a maximum 10-page proposal that includes the following:

●        Technical Proposal

• A CV or profile outlining previous work and experience relevant to media planning, buying, and monitoring, particularly within the Ethiopian context and specifically highlighting experience and relationships within the Tigray, Amhara, Oromia, Sidama, Central Ethiopia, and/or South Ethiopia regions.
• A brief overview of your understanding of Girl Effect's mission and how your expertise aligns with our regional media objectives.
• Examples of previous media plans developed or campaigns executed within the specified regions, demonstrating your strategic approach and results achieved.
• Reference - Provide at least three references for similar contracts with a description of the service provided, the value of the contract, and the contract periods of performance.

• Financial Proposal
  • Please provide your proposed fee in ETB, including the total cost for media placement and monitoring, along with a detailed breakdown by deliverable, aligned with the activities outlined in the Scope of Work for the region(s) you are applying to cover. Ensure that all applicable taxes are clearly itemized in your proposal.

Evaluation Criteria

• Technical Evaluation (70%)
  • Relevant Experience and Cultural Fluency (40%): Demonstrated expertise in media planning, buying, and monitoring within the specified Ethiopian region(s), with a strong understanding of the regional youth audience and established relationships with local media houses.
  • Understanding of the Terms of Reference (10%): Clear evidence of comprehension of the objectives, scope, and requirements outlined in the TOR.
  • Proposed Approach and Strategy (20%): Quality, feasibility, and creativity of the proposed approach to regional engagement and media delivery.
• Financial Evaluation (30%)
  • Value for money of the proposed fees - 30%

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, and Technical & Financial proposals will need to be submitted as a separate document.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

How To Apply

To apply for this opportunity, please submit a proposal by email with the subject line “Media Buying and Monitoring  Services - Ethiopia” to suppliers@girleffect.org  by July 30, 2025.

Copyright

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

Equal Opportunities

Girl Effect is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, age, marital status, disability, gender or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is truly representative of the communities that we serve. To this end, due regard will be paid to procuring consultancy services of organizations and individuals with a deep understanding and experience of our programming markets and diverse professional, academic and cultural backgrounds.

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.

Tax

Girl Effect Ethiopia is obliged by the Ethiopian 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 Ethiopian tax legislation when developing their proposals.

Disclaimer

GE reserves the right to determine the structure of the process, the number of shortlisted 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.

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).