Request for Proposal Media Buying Agency April 2026 India

Top Line Objective:Girl Effect India is in the process of identifying a media agency who will shape and support the campaign idea and strategy and prepare a comprehensive media plan across all the phases for our immunization campaign.Who We AreGirl 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.OUR APPROACHGirl 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 CONTEXTWith a population of 120 million in India, adolescent girls and young women face several challenges with regards 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.In 2022, India’s National Technical Advisory Group on Immunization (NTAGI) recommended introducing the HPV vaccination, also known as the cervical cancer prevention vaccine, to all eligible girls between the ages of 9-14 years under the Universal Immunisation Programme. As indicated by the Government, the communication and sensitisation of families and adolescent girls on the benefits of the cervical cancer prevention vaccine will play a key role in the success of the vaccine rollout. Along with on-ground advocacy and training, the strategy aims to include a digital component and the use of social media to reach the wider public, with a strong engagement and outreach to girls and their parents to build awareness and acceptance of the vaccine.Girl Effect has a strong track record supporting the HPV vaccines across Ethiopia, Malawi, Rwanda, and Tanzania in addition to experience in running routine immunisation and COVID vaccine hesitancy campaigns in India. In India, we have reached millions of adolescent girls and young women (AGYW) across the Hindi belt with content on sexual and reproductive and mental health, routine immunisation (RI), and more recently COVID vaccine hesitancy. Through our programming we have reported significant shifts in knowledge, intention, and behaviours among AGYW to access health services.Girl Effect is on its way to launch a multi-channel intervention that targets: girls 14 years and their parents along with other key influencers. We are building on our successful media campaigns to reach and engage girls and parents 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 percent 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.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 (14 years old) and their caregivers/parents.SCOPE OF WORKGirl Effect India is in the process of identifying a media agency who will shape and support the campaign idea and strategy and prepare a comprehensive media plan across all the phases for our immunization campaign.If you work in the media industry and are passionate about unlocking the power of girls, then we would like to work with you.TARGET AUDIENCE:Primary Audience: Mothers aged 35-45 years. [SEC C} of girls aged 9 to 14 years old in urban and peri-urban areas.Secondary Audience: Fathers aged 35-50 years [SEC C} of girls aged 9 to 14 years old in urban and peri-urban areas.GEOGRAPHIES:Maharashtra, Delhi, Rajasthan, Nagaland & MeghalayaPSYCHOGRAPHICS:Mother personaFather PersonaOBJECTIVESObjective 1: Make Aware, Educate, Foster Positive Attitudes, Encourage Uptake1. Awareness About Cervical Cancer: Raise awareness about cervical cancer with parents of girls aged 14 years. For the awareness leg of the campaign it must resonate with mothers and fathers therefore it is imperative that we target both based on deep emotional, media and content understanding for both genders. 2. Awareness & Consideration For The Vaccine: Inform parents (mothers and fathers of girls aged 14 years) about cervical cancer and the importance of HPV vaccination in preventing cervical cancer. This must be factual and endorsed by a key stakeholder but can be developed and executed creatively. 1. Build urgency around the need for vaccination and its safety and benefits by engaging stakeholders such as doctors, parents, teachers, and girls in the awareness-building process 3. Encourage Vaccine Uptake/Conversion: Drive parents to make informed decisions about vaccinating their daughters and drive conversations to GE’s chatbot/microsite with functional messaging that aids conversion. 1. Point parents towards GoI’s schedule for vaccination in their state. 2. Direct them to the GE parent chatbot and Chaa Jaa HPV microsite and social media channels for more information.Objective 2 : Counter Misinformation, Reassure, and Build Trust1. Counter Misinformation: Address potential misconceptions and misinformation about HPV vaccination through factual, credible, and trustworthy information. Direct queries towards GE’s parent chatbot that will build trust via stakeholder videos, address any misconceptions, and nudge action to sign up for the vaccine based on the Govt. Schedule. 2. Reassure & Build Trust: Continue to reassure and build trust with our audience and showcase that the benefits of the vaccine significantly outweigh the risks.Please Note: The campaign must reassure our audience and build trust at every stage, and must address concerns so that parents perceive the vaccines as a beneficial preventative measure.WHAT YOU’LL DO1. Develop in-depth media strategies to reach the target audience with proper budgeting, scheduling and identification of partners which is not limited to Digital Media. 2. Plan and deliver the project at optimum R&F levels where we see an uptick in awareness for the vaccine and GEI. 3. Plan and deliver at optimum Customer Acquisition Cost (CAC) to increase the adoption of the chatbot and microsite. 4. Develop a robust plan to increase engagement and profile visits for our social media page Teeka Talk 5. End to end campaign management in the form of generating reports, analyzing reports and trends, phasing as per agreed plans. This could change based on developments by the Government. 6. Therefore, the agency has to be flexible enough to course-correct as and when required. 7. Implementing measurement tools to measure the campaign effectiveness 8. Keeping a check on the overall performance, recommending best practices, sharing industry insights which can be implemented in the long run 9. Create and execute comprehensive influencer marketing campaign which aid in creating awareness about the vaccine and virusEXPECTED DELIVERABLESThe objective of the brief is to outline the importance of creating awareness and driving traffic to the chatbot and microsite for parents of girls 9-14 years of age. You are expected to deliver on the below parameters.1. Media Strategy & Research -Craft a comprehensive media strategy rooted in research, comprising platform, channel, format mix. Recommend new media formats and digital partnerships that we can leverage to reach our target audience beyond traditional channels which have well thought out strategies which can straddle seamlessly ties in with media planning and execution. This also includes but is not limited to marking milestones, phasing of the project and suggesting measurement metrics for each strategy and phase of the project.1. Media Planning - 1. Distill the campaign brief to identify the right partners to amplify the campaign and arrive at a schedule for optimal deliveries. 2. Identify key audiences across platforms and deriving at the most cost effective media avenues to reach them 2. Media Buying -Liaison with media partners and negotiate competitive prices for ad spaces where our audiences are most likely to be present1. Campaign Management - 1. End to end management and reporting of the campaign whilst ensuring that the government self-declaration certificate is uploaded with every new creative. 2. Ensuring timely optimizations, and A/B testing multiple creative formats 3. Analyzing campaign performance and sharing meaningful insights along with solutions to meet expected performance. 4. Sharing mid and end campaign evals with actionable next steps 5. Share full and complete Material Requirement which can be sent to creative agencies for their understanding. Recommend creative best practices to enhance actionability on the campaign to meet objectives. 2. Tools & Ad-tech -Leveraging data tools from internal and external sources to optimize targeting, delivery, and performance of the media campaigns in real-time. Enable social listening, deploy media studies (BLS, MMT) to enhance measurability.1. Analytics and Reporting -Monitoring media performance using analytics tools (e.g., Facebook Insights, Google Analytics, Nielson) to track key metrics such as reach, engagement, listenership, viewership etc. Make real-time adjustments & optimisations based on feedback and data. Prepare daily, weekly and monthly reports for the GEI team. Also prepare a final campaign report at the end of the campaign with learnings and insights.1. Best Practices -For the duration of the campaign, track the media metrics, deep-dive on the formats, emerging platform features and how best leverage them during the campaign period.1. Influencer Partnerships -Recommend the right influencers for the campaign through different stages with a core focus on regional popularity. Work closely with our influencer marketing agencies to execute the collaborations, analyze work and deliver reports.EXPECTED OUTCOMES1. Awareness: Drive reach, engagements including but not limited to likes, shares, views, comments across all of GE’s social media channels 2. Consideration: Traffic campaigns to the microsite or social media pages that host vaccine related content 3. Conversion: Increase uptick of the parent chatbot and microsite in terms of times quality of audiences coming to the bot and site, time spent, number of conversations completed, returning users to the microsite, action taken on the micrositeWHO YOU AREWe are looking for agencies who have fulfilled either all or at least two of the following criterias:* Have extensive knowledge of creating PAN India media campaigns at scale with a regional flavor. * Developed media campaigns for the Government or the development sector * Worked with brands targeting SEC C category; Mothers of girls aged 9-14 y.o. would be a nice to have * A portfolio of award-winning media campaigns on Facebook, YouTube, WhatsApp will be a plusSkills and expertise:* You are based in India [preferably Mumbai] and primarily work with a target audience based in different regions with specialization in Hindi speaking belt and southern states. * Fluency in Hindi, Hinglish, and English, both written and spoken, is required for this partnership. * Being able to troubleshoot, anticipate and course-correct on a daily, weekly, monthly basis trends & numbers we receive from the project. * Ability to plan and regulate the spread of mis-information by keeping an eye on emerging search queries, videos on social media, and threads on popular social media platforms. This will help the GEI team create content to combat the misinformation within their TG which can be amplified by the media agency. * Experience in developing health-related /Behavior change media projects in the field of Health and Immunization, Sexual and Reproductive Health and Rights and Economic Empowerment would be a massive bonus. * Project Management: Ability to effectively manage projects, coordinate teams with diverse skill sets, develop project strategies, and ensure successful execution from start to finish. * Local Market Knowledge: Strong understanding of local trends, media landscape, and cultural nuances to tailor creative solutions that resonate with the target audience in the Indian market. * Time and Budget Management: Proficiency in delivering projects on schedule and within budgetary constraints, ensuring efficient allocation of resources and adherence to financial targets. * Creative Ideation: Skill to generate innovative and unique ideas aligned with our objectives and target audience (girls and women), fostering creativity and pushing boundaries to deliver outstanding creative work. * Strategic Thinking: Ability to analyse client goals, target audience preferences, and market trends to develop a strategic approach that drives results and provides effective creative solutions. * Multi-platform Expertise: Proficiency in planning for diverse platforms such as social media and emerging media channels, leveraging each platform's unique features to engage the target audiences. * Technical Proficiency: Familiarity with the latest media tools, and technologies, including programmatic buying, DAR, google analytics, Facebook dashboards * Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creat…