RFP - Media Buying Agency

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About the Organization

Girl Effect India is in the process of identifying a media agency who will shape and support the campaign idea and strategy and prepare a comprehensive media plan across all the phases of our immunization campaign.

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.

About the Proposal

With a population of 120 million in India, adolescent girls and young women face several challenges with regards to their sexual and reproductive health. India has an important opportunity to safeguard the health of women and adolescent girls through targeted SRH interventions and through the newly planned national launch of the HPV/cervical cancer prevention vaccine.

In 2022, India’s National Technical Advisory Group on Immunization (NTAGI) recommended introducing the HPV vaccination, also known as the cervical cancer prevention vaccine, to all eligible girls between the ages of 9-14 years under the Universal Immunisation Programme. As indicated by the Government, the communication and sensitisation of families and adolescent girls on the benefits of the cervical cancer prevention vaccine will play a key role in the success of the vaccine rollout. Along with on-ground advocacy and training, the strategy aims to include a digital component and the use of social media to reach the wider public, with a strong engagement and outreach to girls and their parents to build awareness and acceptance of the vaccine.

Girl Effect has a strong track record supporting the HPV vaccines across Ethiopia, Malawi, Rwanda, and Tanzania in addition to experience in running routine immunisation and COVID vaccine hesitancy campaigns in India. In India, we have reached millions of adolescent girls and young women (AGYW) across the Hindi belt with content on sexual and reproductive and mental health, routine immunisation (RI), and more recently COVID vaccine hesitancy. Through our programming we have reported significant shifts in knowledge, intention, and behaviours among AGYW to access health services.

Girl Effect is on its way to launch a multi-channel intervention that targets: girls between 9-14 years and their parents along with other key influencers. We are building on our successful social media campaigns to reach and engage girls and parents to encourage the uptake of the HPV vaccine.

Cervical cancer is the second most common cancer for women in India, with a majority of these cases caused by human papillomavirus (HPV). WHO’s global strategy to accelerate the elimination of cervical cancer as a public health problem proposes that 90 percent of girls should be vaccinated with the HPV vaccine by fifteen years of age. As the largest of the Commonwealth nations, India is a key member of this group who have pledged to eliminate cervical cancer by 2030. In 2022, it was reported that a new cervical cancer vaccine would be funded and distributed via state-run services to vaccinate nearly 50 million girls aged 9–14.

It becomes important to address the complex web of individual, household, community/social, and structural barriers when it comes to HPV immunisation of adolescent girls. Girl Effect aims to increase knowledge and foster positive attitudes about the HPV vaccine among girls (9-14) and their caregivers/parents. In this intervention, we will be targeting parents of girls through online channels, while simultaneously working with girls on-ground.

Scope of work

Girl Effect India is in the process of identifying a media agency who will shape and support the campaign idea and strategy and prepare a comprehensive media plan across all the phases of our immunization campaign.

If you work in the media industry and are passionate about unlocking the power of girls, then we would like to work with you.

Target Audience

Primary Audience: Mothers aged 30-45 years. [SEC C} of girls aged 9 to 14 years old in urban and peri-urban areas.

Secondary Audience: Fathers aged 30-50 years [SEC C} of girls aged 9 to 14 years old in urban and peri-urban areas.

Objectives

Knowledge: Build mass awareness about cervical cancer and the importance of the HPV vaccine for adolescent girls.
Educate and Inform: Provide credible information about the HPV vaccine and its benefits. Counteract any misinformation that may arise during the course of the campaign.
Change Attitudes: Caregivers/parents of girls express positive attitudes with regard to girls getting the cervical cancer prevention vaccine. Currently, parents have very little information on HPV, therefore fostering a positive shift in parents' attitudes towards the HPV vaccine as a preventative measure is a key, where parents and girls increasingly perceive the benefits associated with the vaccine to outweigh the perceived risks.
Encourage Uptake: Drive parents to make informed decisions about vaccinating their daughters that drive conversations to our chatbot/microsite.
Please Note: The campaign must reassure our audience and build trust at every stage, and must address concerns so that parents perceive the vaccines as a beneficial preventative measure.
Phase Wise Objectives
Campaign Launch Phase: Make Aware, Educate, Foster Positive Attitudes, Encourage Uptake
Awareness About Cervical Cancer: Raise awareness about cervical cancer with parents of girls aged 9 to 14 years. For the awareness leg of the campaign, it must resonate with mothers and fathers on an emotional level as this concerns their daughter’s health and future wellbeing. Feel free to come up with emotive, and innovative storytelling formats that will engage the audience and draw them in.
Awareness & Consideration For The Vaccine: Inform parents (mothers and fathers of girls aged 9-14 years) about cervical cancer and the importance of HPV vaccination in preventing cervical cancer. This must be factual and endorsed by a key stakeholder but can be developed and executed creatively.
Build urgency around the need for vaccination and its safety and benefits by engaging stakeholders such as doctors, parents, teachers, and girls in the awareness-building process
Encourage Vaccine Uptake/Conversion: Drive parents to make informed decisions about vaccinating their daughters and drive conversations to GE’s chatbot/microsite with functional messaging that aids conversion.
Encourage parents to take action by consulting healthcare providers
Point parents towards GoI’s schedule for vaccination in their state.
Direct them to the GE parent chatbot and Chaa Jaa HPV microsite for more information.
Campaign Sustenance Phase: Counter Misinformation, Reassure, and Build Trust
Counter Misinformation: Address potential misconceptions and misinformation about HPV vaccination through factual, credible, and trustworthy information. Direct queries towards GE’s parent chatbot that will build trust via stakeholder videos, address any misconceptions, and nudge action to sign up for the vaccine based on the Govt. Schedule.
Reassure & Build Trust: Continue to reassure and build trust with our audience and showcase that the benefits of the vaccine significantly outweigh the risks.
Key Platforms: YouTube & Facebook [please feel free to add recommendations to this as per your plan but the campaign must be optimized for the mentioned platforms]
Responsibilities Include

Develop in-depth media strategies to reach the target audience with proper budgeting, scheduling and identification of partners.
Plan and deliver the project at optimum R&F levels where we see an uptick in awareness for the vaccine and GEI.
Plan and deliver at optimum Customer Acquisition Cost (CAC) to increase the adoption of the chatbot and microsite.
End-to-end campaign management in the form of generating reports, analyzing reports and trends, and phasing as per agreed plans. This could change based on developments by the Government.
Therefore, the agency has to be flexible enough to course-correct as and when required.
Implementing measurement tools to measure the campaign's effectiveness
Keeping a check on the overall performance, recommending best practices, and sharing industry insights which can be implemented in the long run

Deliverables

The objective of the brief is to outline the importance of creating awareness and driving traffic to the chatbot and microsite for parents of girls 9-14 years of age. You are expected to deliver on the below parameters.

Media Strategy & Research - Craft a comprehensive media strategy rooted in research, comprising platform, channel, format mix. Recommend new media formats and digital partnerships that we can leverage to reach our target audience beyond traditional channels which have well-thought-out digital strategies which can straddle seamlessly ties in with media planning and execution. This also includes but is not limited to marking milestones, phasing the project and suggesting measurement metrics for each strategy and phase of the project.

Media Planning -

• Distil the campaign brief to identify the right partners to amplify the campaign and arrive at a schedule for optimal deliveries.
• Identify key audiences across platforms and derive the most cost-effective media avenues to reach them
• Media Buying - Liaison with media partners and negotiate competitive prices for ad spaces where our audiences are most likely to be present

Campaign Management -

• End-to-end management and reporting of the campaign whilst ensuring that the government self-declaration certificate is uploaded with every new creative.
• Ensuring timely optimizations, and A/B testing of multiple creative formats
• Analyzing campaign performance and sharing meaningful insights along with solutions to meet expected performance.
• Sharing mid and end-campaign evals with actionable next steps
• Share full and complete Material Requirements which can be sent to creative agencies for their understanding. Recommend creative best practices to enhance actionability on the campaign to meet objectives.
• Tools & Ad-tech - Leveraging data tools from internal and external sources to optimize targeting, delivery, and performance of the media campaigns in real time. Enable social listening, and deploy media studies (BLS, MMT) to enhance measurability.
• Analytics and Reporting - Monitoring social media performance using analytics tools (e.g., Facebook Insights, Google Analytics) to track key metrics such as reach, engagement & video views etc. Make real-time adjustments & optimisations based on feedback and data. Prepare daily, weekly and monthly reports for the GEI team. Also, prepare a final campaign report at the end of the campaign with learnings and insights.
• Best Practices - For the duration of the campaign, track the media metrics, deep-dive into the formats, emerging platform features and how best to leverage them during the campaign period.
• Influencer Partnerships - Recommend the right influencers for the campaign through different stages with a core focus on regional popularity. Work closely with our influencer marketing agencies to execute the collaborations.

How to Apply

To apply for this opportunity, please submit a proposal by email with the subject line “ Proposal for Media Agency” to suppliers@girleffect.organd copy to devanshi.yadav@girleffect.org by 16th August 2024.

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