Design Agency: Communications and Impact Visibility Requirements

Top Line Objective:

Girl Effect India is seeking a design agency to enhance its country’s communications and impact visibility through high-quality, engaging, and brand-aligned design work. The selected agency will support the creation of multi-media visual assets that amplify Girl Effect’s initiatives, achievements, and thought leadership in adolescent girls’ empowerment, health and gender equity.

Girl Effect India implements girl-centered programs to empower adolescent girls and young women by improving their access to health, safety, and digital opportunities. Our work focuses on key areas, including HPV vaccination, sexual and reproductive health, mental health, nutrition, and addressing technology-facilitated gender-based violence (TFGBV). Through digital innovation, behavior change content, and strategic partnerships, we equip girls with knowledge, skills, and resources to make informed choices. We also engage parents, communities, and institutions to create an enabling environment for girls to thrive. Moving forward, Girl Effect India will continue to drive impact by scaling initiatives, strengthening collaborations, and advocating for gender equity in health and digital spaces.

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 45 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 sexual reproductive health services around her, to negotiating about education choices navigating relationships and. 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 six 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 taboo topics such as mental health, menstruation, relationships and sex in a safe 1:1 space and nudges them to connect her with health services
• ChaaJaawebsite 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

New programmes funded by GAVI- the Vaccine Alliance, Bill and Melinda Gates Foundation and the Kering Foundation are expanding the scope of our work and audiences:

• HPV Vaccine Awareness Programme- Building awareness for HPV vaccination, menstrual health and nutrition for girls aged 9-14 years and their parents
• Tipping Point Project- Changing norms around sexual and reproductive health for young women and men 18-24 years
• Tackling Tech-facilitated gender-based violence project: Building knowledge and awareness among girls and boys 15-24 years on online violence and connecting them to support services

What You’ll Do

Key Responsibilities:

1. Creative Design for India specific Issue briefs
   • Create 5 design templates for GE initiatives on the following issues
     1. HPV vaccination
     2. Adolescent health + Nutrition + Mental wellbeing
     3. TFGBV
     4. Digital safety.
     5. Economic Empowerment
   • Create engaging graphics, infographics, and illustrations that focus on adolescent girls and young women
   • The above will cover Girl Effect projects’ aims and objectives on each theme
2. Design for Girl Effect Reports and PPTs
   • Create visually compelling project reports
   • Develop presentations, newsletters, and social media posts
   • Design factsheets and impact stories.
3. Social Media & Digital Content
   • Design social media assets for LinkedIn, ( banners, and motion graphics) to amplify impact stories.
   • Design Posts, Online newsletters, emailers and website assets for LinkedIn and Girl Effect India
4. Multimedia & Video Graphics Support
   • Assist in the creation of short animated videos and explainer graphics.
   • Provide visual elements for Girl Effect’s digital tools and platforms.
5. Event & Advocacy Material Design
   • Develop branding and collateral for Girl Effect’s participation in conferences, panel discussions, workshops, and community engagements.

• Develop materials for Events – Event branding, backdrop, Standee, tent cards, Photobooth, Giveaways, folder, bag etc

5. Data Visualization & Impact Communication

• Design engaging data visualizations, dashboards, and interactive reports to showcase Girl Effect’s impact in India.

Mandatories:

• Ensure all design work aligns with Girl Effect’s branding, tone, and messaging.
• Iterative Design Support
  1. Work collaboratively with the Girl Effect team, incorporating feedback and ensuring high-quality outputs.
  2. Provide multiple design iterations when needed, maintaining consistency across all materials.
• Rapid Turnaround & Flexibility
  1. Deliver designs within agreed timelines, with flexibility to accommodate urgent requests.
  2. Adapt creatives for different platforms and audiences as needed.

Who You Are

Experience, Skills and Expertise:

We are looking for agencies who have experience in the following either in-house or through preferred partners.

• Proven experience in designing for social impact organizations, NGOs, or corporate communications.
• Strong portfolio showcasing high-quality, engaging visual storytelling.
• Experience with branding, digital campaigns, and impact reporting.
• Ability to work collaboratively and deliver within set timelines.

Expected Commitment

• The agency’s assignment period is from March 2025 to December 2025 with a scope for renewal as per the needs of the organization.

Location

The agency must be based in India and have extensive experience in the country. The Assignment will be carried out in India.

Management

The agency will have a primary point of contact within our India Programs team. The language of the materials and reports shall be English/ Hindi/ vernacular language. The contract supervisor shall approve all deliverables submitted before any payment is made.

Procurement Timeline

• Terms of reference published – Feb 25, 2025
• Proposal submission – March 12, 2025
• Project commencement – March 27, 2025

Proposal Submission

Your proposal, should you be interested (up to 8 pages), should cover

Technical Proposal to include the following:

1. Credentials:
   1. Please showcase a minimum of 3 examples of previous work relevant to what we are trying to achieve and how we approach our work, and the audience that we cater to (it need not be a direct example but perhaps the closest one)
   2. Portfolio/or links/Samples to previous work
2. 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
3. Profile/CVs: Describe the qualifications, experience, and capabilities of the firm in providing the requested services.
4. The agency is expected to submit a creative design strategy for GE with sample report covers, PPT template, social media and event branding
5. Rate cards for various design elements listed above should be submitted by the agency.

Financial Proposal

• A breakdown of the financial proposal in INR (Including all related expenses).
  • 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.

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 – 70%

• Interpretation and understanding of this TOR -20%
• Showcases relevant experience in having done previous similar work with relevant agencies or organizations -10%
• Previous work/portfolio relevant or closely relevant to the brief/TG – 10%
• Creative design strategy with requested samples-30%

Financial Evaluation

• Value for money/proposed budget breakdown – 30%

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.

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 RFP 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.

How to apply

Please submit proposals, as described above, to suppliers@girleffect.org by March 12, 2025. Please clearly mark your email with the subject ‘’’Design Agency: Communications and Impact Visibility Requirements