Request for Proposal (RFP) Video Production and Marketing Agency Kenya January 2025 Full Time NEW

Request for Proposal (RFP)

Video Production and Marketing Agency

Kenya

January 2025

Top Line Objectives:

Girl Effect Kenya is seeking a well-established production house to support in video production and marketing campaign for WAZZII’s Reproductive and Maternal Health Digital Campaign.

Who We Are

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.

Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

WAZZII

In 2023, Girl Effect co-created and launched WAZZII—a digital ecosystem for social behaviour change messaging consisting of social media campaigns, a podcast, and in-person community engagements supported by a WhatsApp chatbot. WAZZII creates a safe space where youth in Kenya can access trusted reproductive health information. To date, WAZZII has had remarkable success reaching over 5 million young people with powerful, entertaining SBC content and linking over 100,000 youth to the chatbot to access information and services to address the unmet demand for family planning services among youth.

Maternal and Newborn Health Campaigns on WAZZII

Girl Effect is seeking to scale its impact through WAZZII to extend beyond reproductive health and include maternal and newborn health for young mothers. The existing WAZZII media ecosystem will now include a compelling digital mini-drama as its core content, with SBC messaging to provide young mothers and their male partners with vital information throughout their pregnancy journey. The content will link them to the chatbot and lead them to further linkage and support from partner health services, with the following objectives:

• Drive positive Reproductive Maternal and Newborn Health (RMNH) seeking behaviours by reaching 4 million adolescent girls and young women and their partners. The social media messaging ecosystem will include the short-form fictional mini-dramas, supported by a variety of video and static content, influencer content, and podcast episodes.

Video content from these campaigns will also be showcased to groups of young mothers in rural areas and informal settlements through community screening sessions.

• Strengthen MNH Support and Service Linkage Mechanisms for Young Mothers by linking adolescent young girls and young mothers who will interact with the digital marketing campaign to the WAZZII chatbot and linking young mothers to support through the WAZZII concierge service providers.

TUKISONGA

Tukisonga is our national scale brand, co-created with young people, that seeks to strengthen community and empower young people to achieve their ideal future through connection, validation, and support. Tukisonga’s multimedia ecosystem centered around the TV drama TUKI? It aired on broadcast TV and YouTube, and was adapted into a radio drama. Support for the TV drama included social media content (on Facebook, Instagram, and TikTok), a pop music anthem, and a podcast.

To support the execution of WAZZII’s digital campaigns, we seek to recruit a Production Agency to conceptualise, design, and produce creative content for our brands. This content will run on our social media platforms and on YouTube, reaching young people with information on Maternal and Newborn Health, Sexual Reproductive Health, and Economic Powerment in novel, creative, and fun ways.

The Scope

Girl Effect requires a Production Agency to execute a comprehensive social media campaign strategy and manage the end-to-end production of digital content for the WAZZII and Tukisonga campaigns.

This project, running from January to July 2026, aims to achieve two primary goals:

• Reach 4 million adolescent girls, young women, and their partners across Meta, TikTok, and YouTube.
• Link 100,000 individuals to the campaign chatbot.

The selected agency will be responsible for the following:

• Collaborating with the Girl Effect team to thoroughly understand project briefs and brand strategies for various projects under our brand banners.
• Engaging or partnering with experienced producers, writers, illustrators, and animation artists to execute the projects.
• Overseeing the entire production process of digital content, ensuring budget efficiency and collaborative engagement with the Girl Effect team at every stage.
• Developing and producing short-form videos, cutdowns, teasers, or shoulder content, specifically for distribution on Instagram and Facebook Reels, TikTok Videos, and YouTube Shorts.
• Briefing and coordinating with online influencers (selected by Girl Effect) for collaborative posts. This includes managing the ideation and production workflows, ensuring the Girl Effect team is kept informed throughout the process.
• Working closely with the Kenya Create team to finalize all creative concepts, scripts, and influencer selections.
• Coordinating with the Kenya Create team to approve concepts, scripts, static content, and animatics for any animated video content.
• Securing approval from the Kenya Create team at every stage of the production process, from initial writing through to post-production.

The contracted production agency is tasked with creating and implementing comprehensive digital campaign strategies and content pieces. The primary goal is to significantly boost the online reach of the WAZZII chatbot and increase traffic to it throughout the duration of the contract. The core of this digital content will be a messaging campaign based on 32 short-form mini-drama episodes, organized into eight distinct series, with each series comprising four episodes.

• Digital Content Strategy: a multifaceted strategy for WAZZII 3.0 video production and content campaign, maximizing reach, engagement, and conversion across Meta, TikTok, and YouTube. The strategy should focus on platform-specific content optimization, audience segmentation, and a clear, measurable journey from initial exposure to the desired call-to-action, embodying the WAZZII and Tukisonga tone and aesthetic.

  The content calendar and rollout will be designed in collaboration with the Girl Effect Create team.

• Video Content:

• 32 reinforcer content videos: non-fiction video content to expand the messaging in the mini-dramas. Formats may include, but are not limited to: expert interviews, episode reviews, instructional videos on sexual reproductive health and maternal health, vox pops, online challenges, testimonials, tutorials, polls, interactive videos, and explainers.

The production house will be responsible for developing the content strategy, design, and creation. All content concepts will be presented to the Girl Effect Kenya team for approval before execution.

• Trailers/shorter cuts: One cutdown/trailer per piece of original content, for promotional use on our social media platforms.

• Influencer Content:

  • Oversee the complete digital content production process, in collaboration with the Girl Effect Social Media Manager. This includes coordinating the creation of reels, stories, and static posts with a roster of 4 to 6 influencers.
  • 4-5 reels/short video content per influencer, creatively run by and agreed upon with the Girl Effect team.
  • 6 static posts per influencer for their social media channels, created by them.

Expected Commitment

• The vendor assignment period is from February 2026 to June 2026, with a possibility of extension.
• The vendor will be expected to liaise with the creative team and other stakeholders.

Management

The consultant will report to the Create Lead in Kenya.

Location

The agency must be based or have substantial operations in Kenya and must be conducive to working with teams in the UK, Sub-Saharan Africa & India. The Assignment is to be carried out in Kenya.

Procurement Timelines

• Terms of reference published: 16th January 2026
• Deadline for responses: 26th January 2026

Who You Are:

Skills and expertise:

• Project Management: Ability to effectively manage projects, coordinate diverse teams, develop strategies, and ensure successful execution within timelines.
• Demonstrated experience in social behavioural change initiatives and comprehensive digital video production, from concept to completion, guided by content briefs and campaign strategies.
• Local Market Knowledge: Strong understanding of local trends, media landscape, and cultural nuances in countries like India, South Africa, Tanzania, Kenya, or Ethiopia, with experience creating content for youth audiences, especially Kenyan girls from low-middle income backgrounds. Social media and radio experience are a bonus.
• Time and Budget Management: Proficiency in delivering projects on schedule and within budgetary constraints, ensuring efficient resource allocation.
• Creative Ideation & Short-Form Fiction Content: Skill to generate innovative and unique ideas, specifically for short-form fiction content, aligned with objectives and target audience (AGYW and ABYM), with a proven ability to translate subject matter expertise into appropriate content.
• Strategic Thinking: Ability to analyze client goals, target audience preferences, and market trends to develop strategic approaches for effective creative solutions.
• Multi-platform Expertise: Proficiency in creating content for diverse platforms such as digital, social media, print, TV, radio, and emerging media channels (chatbots). Experience in health-related content/behavior change content production in Sexual and Reproductive Health and Rights is a significant bonus.
• Branding and Storytelling: Capability to craft compelling brand narratives and storytelling techniques that effectively communicate the Girl Effect message, create emotional connections, and build brand loyalty.
• Visual and Design Skills: Strong aesthetic sense and knowledge of design principles encompassing graphic design, photography, videography, and visual effects for visually appealing and impactful creative assets.
• Technical Proficiency: Familiarity with the latest creative production tools, software, and technologies, including design software, video editing tools, and content management systems.
• Collaboration and Teamwork & Influencer Management: Demonstrated ability to collaborate effectively with clients, creative teams, copywriters, designers, and stakeholders, including identifying, recommending, briefing, and coordinating with online influencers for collaborative posts and managing ideation and production workflows.
• Language: Effective communicator and writer in English and Kiswahili, with the ability to synthesize, communicate, and simplify complex language concepts for girls and young women.
• Safeguarding: Experience working with young adults and understanding of policies involved when working with minors.

Proposal Submission

Your proposal, should you be interested (Max 10 pages), should cover

Technical Proposal

• Your understanding of the brief and why you feel you are well-placed to advise us on this
• Credential/Profile/CV
  • Please showcase any previous work that you consider relevant to what we are trying to achieve, how we approach our work, and the audience we cater to. Describe the qualifications, experience, and capabilities of the firm or consultant in providing the requested services.
• Highlight work (if) done:
  • In other geographies
  • In health-related content with adolescent girls or young women, in other geographies.
• Reference: Provide at least three references for similar contracts with a description of the service provided and the contract periods of performance.

Financial Proposal

• Breakdown of Costs with applicable taxes and other charges clearly identified in KES. Consultants 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.

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

• Interpretation and understanding of this RFP – 10%
• Portfolio & Portfolio and Previous Work Samples- 15%
• Track Record of meeting Deadlines – 5%
• Evidence of a minimum of three contactable references -5%
• Experience and Qualification, share your Credentials/CV – 15%
• Showcases relevant experience in having done previous similar work with relevant agencies or organizations – 15 %
• Geographical Experience in Kenya -5%

Financial Evaluation

• Value for money/proposed budget breakdown – 30%

Copyright

All materials/documents arising from this consultancy work shall remain the property of Girl Effect.

Tax

Girl Effect is obliged by the Kenyan tax authorities to withhold taxes on service contract fees as well as ensure that 16% VAT is charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of the Kenya tax legislation when developing their proposals

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 ONLY the 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 ([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.

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.

Tagged as: Girl Effect, Kenya