Onground Programme Design Agency At Girl Effect

Top Line Objective: Girl Effect India is seeking a design agency to facilitate a workshop for programme design of an on-ground programme intervention for girls aged 9-14 in schools (and their parents) in government and aided schools on integrated health ( MHM + SRH + MW + nutrition + immunization)

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 use technology to reach girls at scale so every girl can choose to be in control of her body, health, learning, and 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 behavioral change programmes.

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 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 – are some of our youth brands. They exist across multiple channels – digital (Meta, Google and other SM platforms), TV, radio, print, and on-ground.

Girl Effect in India

In 2019, Girl Effect launched Chhaa Jaa, a programme that helps girls in India build the confidence to make choices and changes in their lives – from accessing information about her body and services around her, to negotiating about education choices or whether to use contraception. Chhaa Jaa was designed keeping in mind adolescent girls between 17-19 years, currently in higher education, and accessible online via mobile – whether girls own or borrow a mobile phone.

Over the last five years, we have invested in setting up key online assets and infrastructure that can be leveraged to deliver programmes under a range of thematic areas for older adolescent girls. We have built a multi-product digital ecosystem of products – across ‘broadcast’ and ‘interactive’ features – that are social media-based and available to girls whenever they need it.

This includes:

• Inspiring and enabling social and behavior change content on Chhaa Jaa’s Facebook, Instagram, and YouTube pages.
• Bol Behen chatbot on Facebook Messenger and WhatsApp that allows girls to explore taboo topics in a safe 1:1 space and nudges them to connect her with health services.
• Chhaa Jaa website which aggregates youth-friendly services and is updated regularly with blog content.
• Bak Bak Gang, a girls-only Facebook group to experience social support and a sense of community.

Project Context

India has 254 mn adolescents (120 mn adolescent girls) who require nutrition, education, and guidance to develop into healthy adults. Ensuring adolescents are healthy, safe, educated, and empowered, fuels multi-generational impact and can propel poverty alleviation and growth for the nation. This, in turn, will directly impact SDGs 3, 4, 5, 8, and 17. Investments in adolescent health will help India realize its demographic dividends, as healthy adolescents are an important resource for the economy. Although adolescents have the potential to transform India, they lack the basic resources and agency to do so. They are restricted by poor access to facilities such as sanitation, education and healthcare, as well as deep rooted socio-cultural norms. They are susceptible to several preventable and treatable health problems – early & unintended pregnancy, unsafe sex leading to STI/HIV/AIDS, nutritional disorders (malnutrition, anaemia & overweight), substance abuse, mental health concerns, injuries & violence. Multiple indicators repeatedly show that adolescents (particularly girls) in India remain vulnerable and marginalized.

An integrated health approach for adolescent girls and young women is essential to address their comprehensive well-being. This approach encompasses sexual and reproductive health, ensuring access to education and services that empower them to make informed decisions. Proper nutrition is critical to support their growth and development, while effective menstrual hygiene management is vital for maintaining dignity and preventing infections. Preventive healthcare measures, such as HPV vaccination, are crucial to protect against cervical cancer and other related diseases. Addressing anaemia and other health factors is necessary to reduce the risk of long-term health complications, promoting a healthier transition into adulthood. This holistic strategy is key to fostering overall health, education, and future opportunities for young women.

Integrated Health Programme for School girls aged 9-14

Girl Effect is embarking on an integrated adolescent health programme to build awareness amongst girls aged 9-14 years-old towards menstrual health and hygiene management (MHM), nutrition, and HPV Vaccine for cervical cancer prevention. The programme will be delivered both online and offline and will target both girls and their parents to generate awareness, social support and positive attitude towards the above health issues.

The TOR seeks to identify a design agency for an on-ground programme (potentially a school intervention) to reach girls 9-14 and their parents in select States across the Country.

Audiences

Audience

Girls between 9-14 years (SEC C&D)

Audience

Caregivers/parents (both mothers & fathers) of girls between 9-14 years (SEC C&D)

Channels/ Products

On-ground (potentially a school intervention)

On ground Intervention (potentially Parent forums for education on Integrated Adolescent health )

Geographies

Selected hotspot districts in select States

Selected hotspot districts in select States

Scope of Work

Chhaa Jaa is a national-scale youth brand that helps girls in India build the confidence to make choices and changes in their lives – concerning their Sexual Reproductive Health (SRHR), Mental Wellbeing, and Nutrition. The Chhaa Jaa programme is now at a critical stage of its implementation. This phase of the programme requires the team to have a clear onground programme strategy.

The core objective of this design sprint is to assist the Girl Effect India team design an innovative and impactful onground strategy for our new programme that aims to reach girls 9-14 years in government schools and their parents in select States. This onground intervention will help the brand meet and engage more deeply with young people and digitally less connected audiences towards programme objectives and outcomes. The onground intervention is to help the brand enhance, connect, and measure the impact of our programmes.

GE would like an agency to design the onground intervention concepts for the Chhaa Jaa youth brand along with developing an implementation plan for upcoming programmes. At the end of the sprint, we would to have accomplished the following:

1. Landscape audit on existing onground interventions (by government, non-governmental organizations and across Girl Effect’s geographies reaching and engaging with girls with programmes focusing on gender norms, sexual and reproductive health, mental wellbeing, and nutrition. This should focus on:
   1. Focus on programmes that are reaching adolescent girls and young women (9-14 years) and other digitally disconnected / less connected audiences
   2. Focus on programmes undertaking a gender transformative approach and including boys and men in their programmes
   3. Focus on school programmes
   4. An overview of media and technology products used within these interventions. The landscape audit should highlight the most innovative and impactful youth programmes.
2. Design of the onground programme intervention for Girl Effect’s new programme: The agency should run a process to engage Girl Effect team in designing a new onground strategy for its upcoming programmes, keeping in mind the best practices and what is feasible and sustainable as a long-term onground strategy for Girl Effect India.

Guiding Questions for the Design Sprint

1. What are the best practices and trends in onground programmes for adolescent girls and young women (AGYW)?
2. What are the most innovative media and technology products being incorporated in onground interventions with AGYW?
3. How can Girl Effect draw on best practices of impactful programming while also developing an onground strategy that is aligned with its brand positioning and value proposition?
4. How can Girl Effect incorporate existing technology products in it’s onground interventions?
5. How can Girl Effect best implement the onground intervention to ensure scale, impact, and sustainability?

Deliverables

Girl Effect India requires the agency to provide the following services in line with the scope of work below:

• Landscape Review and Presentation
• Conduct a primary/secondary review of existing onground interventions with AGYW within the sector focussed on gender norms, sexual and reproductive health, mental wellbeing, and nutrition – and any intersections.
• Speak to key stakeholders within Girl Effect/ external to agencies that work directly with schools/girls 9-14 / their parents to understand the existing technology and media products at Girl Effect and past on ground efforts.
• Synthesize and share overall findings with the Girl Effect team.
• Assemble a multidisciplinary team with experts in communications/media and onground development programmes (NGO and government programmes) to participate in the workshops.
• Design Workshop
• Make all necessary provisions during the workshop including catering and all workshop materials.
• Run the workshop efficiently, holding point on ensuring we meet the goals set at the start of the workshop.
• Distill workshop findings into an onground intervention strategy for Girl Effect to be able to use for all future programmes.

Tentative Timelines

Landscape Review and Presentation

Two Weeks

Design Workshop

Three Days

Documentation of onground strategy

One Week

Location

The agency must be based and have extensive experience in India. The Assignment is to be carried out in India.

Management

The agency will have a primary point of contact with Girl Effect, India’s Programme Manager supported by the wider programmes team. The language of the materials and reports shall be English. The contract supervisor shall approve all deliverables submitted by the agency before any payment is made.

Procurement Timelines

• Terms of reference published:12 July 2024
• Deadline for proposal submission: 30 July 2024
• Selected agency intimation: 5 August 2024

Proposal submissions:

Your proposal (max 10 pages), should you be interested, should cover the following:

• Your understanding of the brief and why 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
• 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 INR 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 [20%]
• Company Profile and Organizational Capacity [10%]
• Experience in carrying out similar assignments [10%]
• Geographical Presence in India [5%]
• Proposed methodology and approach criteria [20%]
• Evidence of a minimum of three contactable references – [5%]

Financial Evaluation

• Value for money/proposed budget breakdown – 30%

Tax

Girl Effect is obliged by the relevant 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 local 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 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).

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 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.