Top Line Objective:
Girl Effect India is currently seeking a skilled content translation agency to translate content for a chatbot targeting parents of 9-14-year-old girls. This content will cover cervical cancer prevention vaccine as a topic along with menstrual hygiene management.
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. That’s 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.
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.
Project Context
With a population of 120 million in India, adolescent girls and young women face several challenges with regard 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.
Girl Effect is on its way to launching 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 and teachers 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 per cent 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.
Target Audience for the chatbot:
A key product to disseminate information on HPV immunization and its importance for parents will be via Girl Effect’s new chatbot.
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.
Tertiary Audience: Teachers [Stakeholder ]
Geographies:
Tentative phase 1 states before pan-India roll out: Himachal Pradesh jobs-near-me.org Goa jobs-near-me.org Ladakh jobs-near-me.org Nagaland jobs-near-me.org Mizoram jobs-near-me.org Arunachal Pradesh, Puducherry, Maharashtra, Karnataka
Project Objectives
The primary objective of this translation project is to ensure that the chatbot’s content is accurately and effectively translated and adapted into multiple languages while maintaining its intended tone, voice, and behavioral change messaging. The translation agency will be responsible for:
- Ensuring Consistency in Tone and Voice
- Girl Effect has developed a refined tone and voice for the chatbot in English and Hindi, ensuring it is engaging, relatable, and accessible to parents.
- The translation agency will work closely with the internal team to ensure that these guidelines are consistently applied across all new languages while preserving the essence of the key messaging.
- Developing Cohesive and Contextually Relevant Translations
- The chatbot has two primary personas (Mother & Father) and a tertiary persona (Teacher).
- The agency must ensure that the translated content aligns with the distinct tones and voices for each persona while being culturally and linguistically appropriate.
- Adapting to Low-Literacy Audiences and Multimedia Formats
- Given the target audience’s varying literacy levels, translations should be simple, clear, and conversational.
- Since the chatbot includes text, audio, video and multimedia elements, the agency must ensure that translations work effectively across all formats.
- Maintaining Accuracy and Cultural Sensitivity
- The translation must be factually correct and aligned with HPV vaccine communication guidelines from WHO and the technical working group Government of India.
- Content should be culturally appropriate and gender-transformative, avoiding any reinforcement of regressive norms.
- Ensuring Quality Control and Review Processes
- The translation agency will conduct internal reviews to ensure quality before submission.
- Girl Effect’s internal teams will review and approve all translated materials, ensuring alignment with messaging and objectives before finalization.
Tone and Style:
As underlined above, this chatbot would have three separate personas – one for mothers, one for fathers and a tertiary persona chat flow for teachers from a stakeholder perspective, as someone who can talk to parents of girl children who have questions about the vaccine.
Based on this brief, three different tones and styles would need to be built, refined and finalized in tandem with the GE internal team. For now, we can foresee that the Mother Persona should be:
- A friendly, peer figure that is aspirational, relatable and Informed
- Mature, Approachable, Empathetic, Encouraging, 1st Person Voice
- Talks to the user, rather at them
- Validates the mother’s anxieties, then supplements with information
Similarly, from our research, we know that fathers would be more inclined to listen to more fact-based and expert-led information dispensation. We propose that the Father Persona should be:
- Matter-of-fact information dispensal
- More formal, Ask-Me-Anything information desk tone of voice
We will be replicating the tone of voice of the Father persona for the Teachers, with some minor adaptations.
Our audience may have a low literacy rate and hence prefer audio over text and video over audio. Audio-visual cues are a preferred way of communication.
Guardrails:
Acceptable terminology across vaccines should be as ’Human Papillomavirus Vaccine, and or HPV Vaccine, and or Cervical Cancer Prevention Vaccine’. (Additional guardrails may be provided based on guidelines from WHO (World Health Organisation), Government of India guidelines. Regressive norms reinforcement is a big no-no. All campaigns need to reinforce gender-transformative messaging.
What You’ll Do
The GE chatbot is currently being designed at an MVP stage with a total of approximately 16 flows, across 3 personas and 2 themes. Girl Effect India is currently seeking a content translation agency to translate all chatflows, with multimedia, in multiple regional languages. They will serve as informative and engaging content for parents, enhancing their experience with the chatbot.
The goal of this translation is to provide multilingual support to chatbot users from across India who are not familiar with Hindi and English languages. This will make the product more robust, with better accessibility and scalable to different regions of India.
The selected agency will be responsible for planning, adapting, translating and delivering all the chatbot content in various Indian languages.
Deliverables (Per Language)
- Cervical cancer prevention Chatflows (Mother, Father, Teacher) – 14
- Menstrual Health Management (MHM) Chatflows (Mother, Father) – 4
- Graphic-based statics (with text) – 50 approximately
- Visual Information booklet PDFs- 2
- Video scripts – 7
What We Value
- Alignment with our mission and commitment to empowering adolescent girls
- An understanding of and (ideally lived) experience in the countries we work in
- Empathy, curiosity and excellent communication skills
- The ability to really listen to our needs and drive to strive for the best solutions
- A supportive mindset to help our teams and partners develop their skills and knowledge
- Openness and honesty about where we could improve
- Portfolio of work demonstrating experience working on projects targeting youth and possibly health outcomes
Who You Are
Skills and expertise:
- You/ your Agency is/ are based in India and primarily works with a target audience based in different regions of India.
- Fluency in Hindi, and English to understand the scope of work and multi-lingual content writers both written and spoken, is required for this partnership.
- Experience in creating health-related content/Behavior change content production in the fields of Health and Immunization, Sexual and Reproductive Health and Rights and Economic Empowerment would be a massive bonus.
- Multi-platform Expertise: Proficiency in creating content for diverse platforms such as chatbots, audio files, video and multimedia assets
- Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creative teams, designers, and stakeholders to bring ideas to life, fostering a collaborative and productive work environment.
- Basic safeguarding and digital safeguarding knowledge are a plus.
Expected Commitment
- The project is expected to take approximately 4 Weeks (24th March – 21st April 2025)
Location
The agency/ consultant/s must be based in India and have extensive experience translating English and Hindi scripts into local languages in the country. The Assignment will be carried out in India.
Management
The agency/ consultant will have a primary point of contact within our India Create team. The contract supervisor shall approve all deliverables submitted before any payment is made.
Tentative Timelines
● Terms of reference published – 4th March 2025
● Deadline for responses – 16th March 2025
● Project Commencement – 24th March onwards
Proposal submission
Your proposal should cover (Max 5 pages):
- Credentials:
i) Please showcase previous work relevant to what we are trying to achieve and the audience that we cater to (it need not be a direct example but perhaps the closest one)
ii) Link to your agency’s credentials/ CV of translators and portfolio of work
- 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
- Breakdown of Costs:
i) Detailed budget sheet with the project fee with applicable taxes and other charges clearly identified in INR. Vendors should provide their daily or hourly billing rate or their proposed fixed fee for the requested deliverables.
- All applicable taxes should be quoted separately;
In their 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.
Please note that Girl Effect 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 Girl Effect.
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
- Examples of previous relevant work – 30%
- Links to CV and Portfolio of work-30%
Financial Evaluation
- Value for money/proposed budget breakdown – 40%
Tax
Girl Effect India is obliged by the Indian 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 Indian tax legislation when developing their proposals.
Disclaimer
GE reserves the right to determine the structure of the process, 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 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 addresses ([email protected])
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.
Equal Opportunities
Girl Effect 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.
How to apply
To apply for this opportunity, please submit a proposal by email with the subject line “ Proposal for Content Translation Agency for GE Chatbot-India” to [email protected] by 16th March 2025.