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REQUEST FOR PROPOSAL
RESEARCH AGENCY: RESEARCH WITH CONTENT CREATORS AND PRODUCERS
KENYA, INDIA AND NIGERIA
FEBRUARY 2023
WHO WE ARE
Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows, 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, health, learning and 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.
RESEARCH OVERVIEW
Content creators and producers are an important group with the potential to support norms change for adolescent girls and young women (AGYW). To better understand the opportunity this group presents, Girl Effect is conducting research with content producers to explore their motivations, role, and potential to drive norm change. By content creators and producers, we mean social media influencers, creatives, journalists, activists etc., who reach and engage young women. We want to understand what motivates and drives content development amongst these actors. We also aim to explore the relevancy or potential relevance of gender and social norms to their work, which could result in a productive channel to drive overall systems to change.
Our overall objective for this work is to understand content producers' role in shifting gender and social norms.
More specifically, we aim to:
- Understand content creators’ key considerations when creating content that reaches their audience (inclusive of a significant population of AGYW), rooted in their priorities and motivations in developing their content.
- Understand if they consider gender equality and social norms in the development of their content, if not, the potential to consider this thematic and if and in what manner these potentially fit into their priorities and perspectives.
- Explore whether and how they see content like theirs playing a role in impacting gender and social norms change.
- Identify ways that these actors can be collaborated with in the future on gender and social behavioural norms content development, distribution, and reach
- Explore future trends regarding content creation for AGYW.
LOCATIONS FOR RESEARCH
The following countries will be included in this study:
- India
- Kenya
- Nigeria
METHODS FOR DATA COLLECTION
Girl Effect are commissioning agencies to conduct remote interviews with content creators and producers. Interviews will last 1 hour.
SAMPLE
We would like the selected agency to identify and engage content creators to be interviewed for this study. We require an agency with access to the databases and networks required to identify content creators based on the size of their audience and a significant inclusion of AGYW within the audience they reach and engage and the type of content they produce. The content creator does not have to be specifically focused on AGYW, but their reach must have considerable penetration into the AGYW population of their context. The agency will also be responsible for recruiting content creators for interviews. In your proposal, please specify the approach you would take to identifying and engaging this group, including the databases and networks you would use. Please also outline your experience in this area.
In each country, we would like to engage 15 content creators and producers who reach and engage an audience that includes but is not limited to a large number of AGYW. We would like to include various content creator types across the following groups. These content creators will be shaping and influencing the media and content that AGYW consume now and will consume in the future. They will produce content on a range of topics, this content does not have to be specifically targeted at youth, but must reach youth and may or may not speak to gender-related issues. See below for specific categories of content producers we would like to include.
- Talent/celebrities (usually famous through mainstream media)
- Film stars, TV stars, musicians, athletes, authors, entrepreneurs
- Content creators (active fan base, produce own content)
- Vloggers, bloggers, social media influencers (Instagram, TikTok, Twitter, YouTube, Reddit, Facebook etc.)
- Writers or producers of TV, radio, film etc.
- Media (in charge of media channels, distribute content through their job)
- Journalists, reporters, radio hosts
- Gender equality activists
- Internet activists, public speakers, key voices in the field
- Authority figures
- Politicians, government officials, educators
THE SCOPE
Scope of work:
We are looking for agencies to support us with this research in the following ways:
- Identification of relevant content creators aligned with the above delineated categories
- Recruitment of content creators for research
- Refinement of data collection tools (which will be initially designed by Girl Effect, including the moderation guides)
- Translation and back-translation of data collection tools (from English to local languages and reverse)
- Data collection (interviews), logistics and fieldwork management
- Incentivisation of research participants (please include your suggestion for this in your proposal)
- Data quality assurance
- Data delivery (including all interview transcripts, translated)
- Data analysis
- Insight reporting
- A master report containing insights for all countries where you have conducted research (max 30 slides/pages)
- An executive summary document containing key insights per country (max 10 slides/pages)
Scope of agency proposal:
Whilst this project will be across three countries, we do not expect agencies to deliver in all countries if this sits outside the organisation’s remit. In addition, we do not require agencies to deliver on all components of the scope of work. We welcome collaborations between organisations delivering different components.
Applicants will be judged on the strength of their proposal against each component and not the breadth of their proposal. When returning your proposal, please indicate which countries you can deliver this project and which components of the scope of work you can deliver.
WHO YOU ARE
In addition to providing evidence against the scope and methods selected above, agencies that submit proposals for this work must demonstrate the following competencies to be considered for this project:
- Experience identifying and engaging content creators based on their reach and engagement with adolescent girls and young women. Access to the networks and databases required to do this.
- Experience conducting research with various stakeholders, including media and content developers and creators from the above categories.
- Experience in designing, conducting and analysing qualitative interview methodologies with the above stakeholder groups
- Capacity to deliver all areas expected of this research, including identifying and engaging content creators, leading the data collection process, transcribing data into English, quality assurance and working in line with research ethics principles
- Ability to work in relevant local languages
- Excellent and demonstrated understanding of ethical issues in market research/stakeholder interviews, and willingness to align with GE's SG policy standards and Code of Conduct
- Excellent fieldwork supervision and data quality control strategies
- A fieldwork team with adequate gender balance to carry out this work
- Ability to conduct risk assessment and mitigation plans for research
- Excellent interpersonal skills and demonstration of effectively managing relationships with research partners
- Exceptional communication and organisational skills
- Ability to respond to comments and questions in a timely, appropriate manner
- Experience in delivering outputs on time and budget
- Ability to write and communicate clearly and concisely in English
- The reputation of the responding agencies and previous similar experience will be taken into account
PROCUREMENT TIMELINES
- Terms of reference published: 17/2/23
- Questions/Clarification Deadline:22/2/23
- Deadline for proposal submission: 3/3/23
- Supplier selection, contracting and briefing: wc 13/3/23
- Project commencement: 20/3/23
- Project end: 5/5/23
BUDGET
We would like all agencies submitting proposals to complete the this budget template sheet. If any additional lines are needed, please insert new lines but highlight them in a different colour to show which items have been added.
We cannot provide a budget limit for this project as it will differ according to each geography. However, please keep in mind that Girl Effect is a registered charity, so we would appreciate any cost efficiencies that can be presented in your proposals.
QUESTIONS/CLARIFICATIONS
If you have any questions about this RFP, please email georgie.whiteley.consult@girleffect.org copying suppliers@girleffect.org by 22nd February, 5 pm EAT latest. All questions will be answered and shared with all agencies that have received the RFP for fairness.
PROPOSAL SUBMISSION.
Your proposal, should you be interested (Max 10 pages), should cover:
Your understanding of the brief and why you feel you are well-placed to advise us on this
Credentials/Profile/CV - Please showcase any previous work that you consider relevant to what we are trying to achieve and 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.
Methodology and Workplan
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 as per template provided with applicable taxes and other charges clearly identified in USD. 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;
Technical and Financial proposals will need to be submitted as separate documents. Financial proposals will not be opened until the conclusion of the technical evaluation and then only for proposals deemed qualified and responsive.
In their Technical 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.
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.
REPORTING
This engagement will be managed by the Senior Manager of Evidence and Insights and our Global Project Manager.
EVALUATION CRITERIA
The criteria against which proposals will be evaluated are listed below:
Technical Evaluation
- Demonstrate the capability and capacity to meet the requirements of this RFP - 10%
- Staff with relevant experience as demonstrated by references and the strength of the proposal - 10%
- Geographical experience in one of the research areas (or a combination of experience in all areas we want to carry out the research) - 10%
- Evidence of a minimum of three contactable references signed - 5%
- Methodology and approach in implementing the project- 10%
- Clarity of work plan and specific project activities - 5%
- Demonstrated experience in carrying out research involving relevant stakeholders - 20%
Financial Evaluation
- Value for money/proposed budget breakdown - 30%
HOW TO APPLY
Please submit proposals, as described above, to suppliers@girleffect.org by March 3rd 2023, 5:00 pm EAT latest. Please clearly mark your email with the subject “‘Content Creators and Producers - Research Agency”’
TAX
Applicants are advised to ensure that they have a clear understanding of their tax position with regards to provisions of their local jurisdiction 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.
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 is committed to equal opportunity regardless of race, colour, 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 organisation 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 organisations and individuals with diverse professional, academic and cultural backgrounds.
How to apply
HOW TO APPLY
Please submit proposals, as described above, to suppliers@girleffect.org by March 3rd 2023, 5:00 pm EAT latest. Please clearly mark your email with the subject “‘Content Creators and Producers - Research Agency”’
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