Request for Proposal For Chha Jaa Brand Refresh: Strategic And Creative Partner For Girl Effect (Individual Consultant)

Request for proposals are invited for Chha Jaa Brand Refresh: Strategic and Creative Partner for Girl Effect (Individual Consultant) Closing Date: 25 Nov 2024 Type: Consultancy Top Line Objective: Girl Effect India is looking to procure the services of a Brand Strategist to help refresh a culturally resonant content and technology brand for young girls and women in India. The consultant will be tasked with updating the brand positioning and strategy, the brand personas, the brand tone of voice, the brands visual system, the iconography and illustration style of Girl Effect Indias existing youth brand, Chhaa Jaa or a new brand based on learnings and research. Who We Are Girl Effect is an international non-profit that connects girls to the resources and support she needs to overcome barriers, see themselves differently and unleash their full potential. We believe that the most powerful force to break the cycle of intergenerational poverty is GIRLS. When you connect GIRLS to what they need, unleash the limits communities set for them, and change how girls see themselves- they change the world. Thats the Girl Effect. Our approach redefines what girls think they can and should do. We do this by building digital and media technologies that girls want, trust and need.From chatbots and applications to chat shows and TV dramas our approach uses modern technologies to reach girls where they are today. Our reach is 23 million and counting. We are girl centered. We engage girls through evidence based social and behavior change. We meet girls where they are today, in the spaces, on the platforms and channels they trust and love. We work with governments to transform systems to work for HER. 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 offline. Where required and relevant, we also use white label brands for specific campaigns. Girl Effect in India In 2019, Girl Effect launched Chhaa Jaa, a digital-first youth 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 four years, we have invested in setting up key online assets and infrastructure that can be leveraged to deliver programmes under a range of thematics 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 Facebook, Instagram, and YouTube through Chaajaa A 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 called Bol Behen And a website aggregating youth-friendly services and is updated regularly with blog content. A girls-only Facebook group to experience social support and a sense of community Called BAK BAK Gang Project Context What we need: 2024 brings with it big plans for Chhaa Jaa. Our learnings across these four years have strongly pointed to the fact that change cannot happen by enabling just her. For our girl to realize her true potential, we need to enable and educate the immediate influencers around and in her life which we have identified to primarily be her peers, parents and partner. For the purpose of this project, we want to refresh the digital Chhaa Brand centered around girls and boys aged 18-24 years old who come from low-mid income households. The Chhaa Jaa brand will evolve from being a girl-centric brand to a youth brand that keeps the girl at the center. This means the brand will now speak to both boys and girls about the needs of the girl. Moreover, increased digital access has also increased aspirations for our target audience as they are now exposed to more content than ever before. Which means, their role models and their needs have possibly changed. They possibly aspire for much more than they did before. The brand seeks to be aspirational yet relatable and authentic, rooted in her current realities but raring to go. It seeks to help her break through gender and social norms that have so far held her back and help her navigate the new world of opportunity safely. Keeping in mind the renewed aspirations for Chhaa Jaa, we want to commence an exercise where we refresh the brands ethos + look and feel to reflect our audiences current needs, cultural influences and aspirations. What we need to Refresh The Brand Positioning The Brand Purpose The Brand Story The Chhaa Jaa Girls & Boys [Personas] The Role of The Brand in their Life The Tone of Voice The Influencers Who Can Represent The Brand The Brand Dos and Donts/Guardrails The One Line Brief How might we refresh a culturally resonant brand for adolescent girls ages 18 to 24 years that can also stretch to welcome partners to her world - as needed? Brand Target Audience Primary: Adolescent Girls and Young Women (AGYW) aged 18 to 24 years old Secondary: Adolescent Boys and Young Men(ABYM) aged 18 to 24 years old Primary Themes Sexual & Reproductive Health | Technology-Facilitated Gender Based Violence |Mental Wellbeing The Scope Brand Strategy Audience Immersion: Conduct primary research with our target audience to understand their barriers, needs, influences and motivations. Secondary Research: Conduct a competition landscape and perception mapping of organizations and brands doing similar work in India with our target audience. Brand Positioning: Distill insights from our learnings, identify and define Chhaa Jaas unique positioning in the world of our target audience using brand matrix frameworks. Craft a clear brand positioning statement to articulate the unique value proposition for adolescent girls and her circle of influence. Brand Values: Articulating the core values that shape the brand for our audience. This becomes our ethos, our non-negotiables. Brand Personality Traits - Who are the CJ girls and boys? What are they like? What is their attitude? What do they aspire to be? The brand needs new energy and should reflect different personalities Personas: Developing personas for both the primary and secondary target audiences of the brand Role Models: Defining who the role models for the Chhaa Jaa girls and boys are and what they embody. Suggest new influencers/ role models they aspire to be like. Tone of Voice: What kind of language do they speak? So far the brand has been very North Indian - we would like to go away from this to reflect what is truly Indian and therefore multicultural and representative of the entire country. Refresh the brand tone of voice using key traits that reflect the brand positioning, values and attributes for adolescent girls and her circle of influence. Deliverables A brand book that encapsulates the brand refresh comprising The Brand Positioning, The Brand Purpose, The Brand Story, The Chhaa Jaa Girls & Boys [Personas], The Role of The Brand in their Life, The Tone of Voice, The Influencers Who Can Represent The Brand, The Brand Dos and Donts/Guardrails Key Moments Regular check-ins with the team, 3-4 workshops around key moments. Documentation of strategic decisions around Chhaa Jaas brand refresh End-to-end testing of the brand - from a positioning and identity perspective Project Work Plan Timelines RFP sent out 13th November 24 Proposal Submission 25th November 24 Final Selection 29th November 24 Contract, Safeguarding agreement, Onboarding 30th November to 5th December 24 Brand design and refresh study 5th December 24 to 28th February 25 Final shareouts and handover of brand guidelines 28th February 25 Who You Are An individual with: Rich experience in global and local brand-building. The ability to think strategically and creatively to understand how to best position the new brand, draw from others learnings, use the test results to refine our understanding and finally, creatively execute the new brand identity. Experience in crafting strong brand strategies that resonate with youth demographics. Experience developing large-scale, successful youth brands. A deep understanding of youth culture, trends, and behavior. Strong understanding of the local context and/or team members who understand the local context Experience in developing social impact brands is desirable The individual will need to: Build an execution plan keeping our timelines in mind Facilitate regular sessions with the GE team - for concepts, brainstorming, ideas and feedback Execute the deliverables mentioned above Expected Commitment The assignment is expected to take no more than 6-8 weeks from contracting to completion of final deliverables. The assignment period starts in December 2024 and ends by Mid February 2025 Procurement Timelines Terms of reference published:13th November 2024 Questions/Clarification Deadline: 15th November 2024 Deadline for proposal submission: 2 Tender Link : https://reliefweb.int/job/4109976/request-proposal-rfp-chha-jaa-brand-refresh-strategic-and-creative-partner-girl-effect-individual-consultant