GIRL EFFECT TENDER JANUARY 2026
| REQUEST FOR PROPOSAL (RFP) |
VIDEO PRODUCTION AND MARKETING AGENCY KENYA JANUARY 2026
Closing date: 26 Jan 2026
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.
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 (suppliers@girleffect.org).
Become Member To see All details. Join us Or Login