Request for Proposal For Public Relations Agency

Request for proposals are invited for Public Relations Agency Closing Date: 28 Feb 2025 Type: Consultancy Themes: Gender/Health/Protection and Human Rights Top Line Objective Girl Effect is seeking the services of an experienced Public Relations (PR) agency to amplify issues adolescent girls and women face, such as technologically facilitated gender-based violence, sexual and reproductive health concerns and mental wellbeing and amplifying the voices of girls and young women in media. The PR agency will play a key role in ensuring Girl Effects impactful work on empowering young girls and youth while building a strong case for investing in young girls as a catalyst for social change is properly disseminated in media. The below RFP consists of the scope of work and deliverables for three distinct themes, and the bidding agency is required to work on all three. 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 50 million and counting. We are girl centered. We engage girls through evidence-based social and behavioural 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, and 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: Chhaajaa: an Inspiring and enabling girls channel for social and behavior change on Facebook, Instagram, and YouTube Bol Behen: An AI-enabled chatbot on- WhatsApp that allows girls to explore sensitive topics such as mental health, menstruation, relationships in a safe 1:1 space and nudges them to connect with adolescent and womens health services A website aggregating 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 Themes Theme 1 . Cervical cancer prevention awareness Girl Effect India is working to improve the health of adolescent girls and young women by increasing demand for and uptake of priority health services and addressing barriers to access. This includes building awareness of cervical cancer among girls and parents, alongside improving adolescent health and wellbeing through immunization, menstrual health management, nutrition and mental wellbeing programs and digital interventions. The selected PR agency will collaborate with Girl Effect India to amplify efforts for cervical cancer prevention at both national and state levels. The agency will play a critical role in media engagement, stakeholder communication, and advocacy, ensuring broad awareness of cervical cancer risks and mitigation through immunization. 1. Strategic Communication & Messaging Develop a PR and media strategy aligned with Girl Effect Indias objectives for cervical cancer prevention. Craft key messages tailored for diverse audiences (adolescent girls, parents, healthcare providers, policymakers, educators). Develop press materials including press releases, media briefs, fact sheets, and FAQs 2. Media Relations & Outreach Build and nurture relationships with key national and state-level journalists, editors, and public health experts Secure media coverage in national and regional newspapers, TV, radio, and digital platforms. Organize press briefings, and media roundtables to drive informed reporting on cervical cancer risks, statistics and prevention. Develop a crisis communication & management plan to address misinformation or concerns. 3. Digital & Social Media Engagement Develop and implement a social media amplification strategy for cervical cancer awareness campaigns. Collaborate with influencers, medical experts, and youth advocates to create engaging digital content (videos, infographics, expert Q&A). Social media listening -Monitor online conversations and provide analysis of the same. 4. Thought Leadership & Advocacy. Support participation in national and global health forums, conferences, and panel discussions. 5. State-Level Localization & Community Engagement Develop state-specific PR strategies tailored to regional health priorities, cultural contexts and media audiences Engage with local media in priority states Collaborate with state NGOs to amplify awareness through vernacular media. Host and develop materials for Events - Event branding, backdrop, Standee, tent cards, Photobooth, Giveaways, folder, bag etc 6. Monitoring, Measurement & Reporting Track media coverage and sentiment analysis to assess campaign reach and impact. Provide regular PR performance reports, including key metrics of reach, engagement and views. Theme 2 Technology-facilitated gender-based violence (TFGBV) Girl Effect India is working to empower adolescent girls and young women to navigate the digital world safely, free from harassment and technology-facilitated gender-based violence (TFGBV). Through digital literacy education, awareness campaigns, and partnerships, Girl Effect plans to equip girls with knowledge of TFGBV and engage boys, parents, educators, and communities to recognize and mitigate risks posed online. Girl Effect will facilitate access to support services for girls and collaborate with government bodies, law enforcement, and civil society organizations. Addressing Technology-Facilitated Gender-Based Violence (TFGBV) for Girl Effect: The PR agency will work closely with Girl Effect to drive a national conversation on Technology-Facilitated Gender-Based Violence (TFGBV). The agency will focus on raising awareness, fostering sensitivity, and highlighting mitigation measures. Additionally, it will amplify the need for platform accountability, reporting mechanisms, support services, and helplines. 1. Strategic Communication & Messaging Develop an Advocacy strategy to shape public discourse around TFGBV. Develop a Message house with core messages on the nature of TFGBV, its impact on young girls and boys and available support systems Create a media brief, fact sheet, FAQs, and highlight True stories to ensure nuanced and ethical reporting. Create an advocacy brief highlighting government policies, platform responsibilities, legal and police resources, and civil society initiatives 2. Media Engagement & Public Awareness Build GEs relationships with national and state-level media ( Delhi & Maharashtra -Mumbai) covering TFGBV. Secure widespread media coverage in print, digital, TV, and radio to spotlight TFGBV as a critical issue and raise awareness of Girl Effect & Partners campaign Organize media roundtables to raise awareness amongst media to report on TFGBV. Promote awareness of cyber safety measures, legal recourse, and reporting mechanisms available for survivors. Spotlight helplines, support services, and digital safety tools through media collaborations. Organise roundtables with law enforcement, digital platforms, and NGOs to drive visibility for reporting procedures. 3. True Stories & Human Impact Narratives Curate and pitch 5-7 narratives based on true stories to the media showcasing the real-life impact of TFGBV. Engage youth advocates and champions to share solutions. 4. Event hosting & support Organize media events/ briefings to stakeholders, highlighting Girl Effect Indias key research findings and stories from young people. Curate 2 state level events featuring young people, platforms, NGOs and experts in adolescent health, gender and mental well-being to drive conversations on TFGBV 5. Digital & Social Media Strategy Partner with digital influencers, Organizations working on TFGBV and legal/ mental well-being/police experts to drive the conversation on TFGBV. Organize online discussions, Tender Link : https://reliefweb.int/job/4134105/rfp-public-relations-agency