Request for Proposal RikaWeb Content Development AASHA.

Procurement Summary

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 life choices and changes.

We create safe spaces for girls to share facts and ask questions about health, nutrition, education, and relationships, empowering them 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.

When a girl unlocks her power to make different choices that change her life, it inspires others to do the same. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

Background 

AASHA, the Age-Appropriate Sexual Health Approach, is a government-led initiative co-designed with adolescents and young people. It aims to provide age-specific sexual and reproductive health information for audiences aged 10–14, 15–17 and 18–24 through government-led digital platforms and complementary communication channels.

Girl Effect is supporting Kenya’s Ministry of Health, through the Directorate of Family Health and the Division of Reproductive, Maternal, Newborn, Child and Adolescent Health, to strengthen and roll out AASHA.

Rika has been identified as a government-led digital platform that can be scaled as a trusted source of age-appropriate information. The initial web platform is live, and a substantial package of youth-friendly content is now required.

Objective 

Girl Effect seeks an experienced content production agency to co-create, develop and deliver accurate, engaging, age-appropriate and platform-ready video and article content for RikaWeb.

The supplier will work with Girl Effect, the Ministry of Health, technical experts and young creators to translate approved briefs into content that is safe, culturally relevant and suitable for national digital use.

Content Package

The indicative total is 54 videos and five illustrated articles.

Bidders must validate the quantities against the supplied creative briefs and identify any discrepancy before submitting their financial proposal. Final quantities and briefs will be confirmed during inception. No asset may enter production without written brief approval.

What You will do

Inception and Content Planning

The supplier will:

• Review the AASHA strategy, Ministry of Health messaging guidance, approved topic matrix, Rika platform requirements and supplied creative briefs.
• Validate the asset register, intended audience, objective, key message, format, duration, language and approval route for every asset.
• Submit a detailed production plan covering co-creation, scripting, filming, article development, review rounds, testing, post-production and final handover.
• Maintain a live asset tracker showing status, dependencies, feedback, approvals, risks and delivery dates.

Co-Creation and Creative Development

The supplier will:

• Plan and facilitate safe co-creation sessions with adolescents and young people, including participants from the relevant counties and age groups.
• Refine each creative brief using audience insights while preserving approved health information and policy requirements.
• Develop the creative concepts, treatments, scripts, storyboards or shot lists, article outlines and illustration direction.
• Submit all concepts, scripts and outlines for approval before production begins.
• Use age-appropriate, non-judgemental and inclusive language.
• Avoid stigma, fear-based messaging, harmful stereotypes and unsupported health claims.

Video Production

The supplier will:

• Manage all pre-production activities, including casting, locations, permits, contributor agreements, scheduling, equipment, crew and production logistics.
• Produce each approved three-to-five-minute video in a format appropriate to the target audience and creative brief.
• Use presenter-led, documentary, animation, live action, drama or mixed formats where approved.
• Provide professional editing, colour correction, sound mixing, music, graphics, animation and quality control.
• Deliver captioned and non-captioned masters, thumbnails and transcripts.
• Deliver agreed social cut-downs or platform adaptations where included in the approved asset register.
• Provide final upload-ready files and editable project and source files in the agreed technical formats.

Article and Illustration Development

The supplier will:

• Research and draft web articles based on approved briefs and verified Ministry of Health sources.
• Develop original, age-appropriate illustrations and imagery.
• Include captions, alternative text and source information where relevant.
• Structure articles for mobile-first reading using clear headings, short sections, practical actions and appropriate referral or help-seeking information.
• Deliver final copy, editable source files and web-ready images in the agreed formats and dimensions.

Technical Review, Audience Testing and Approval

The supplier will:

• Coordinate technical review with Girl Effect, the Ministry of Health and designated subject-matter experts.
• Conduct proportionate audience testing with the relevant age group.
• Document findings on comprehension, relevance, safety, accessibility and usability.
• Maintain a feedback and version-control log.
• Incorporate consolidated feedback within agreed turnaround times.
• Allow for at least two consolidated review rounds at the concept or script stage and two consolidated review rounds at the rough-cut or draft stage.
• Correct supplier errors at no additional cost.
• Obtain written Girl Effect and Ministry of Health approval before finalisation and publication.

Any additional changes outside the approved brief or agreed review rounds will require a written change request and approval before implementation.

Technical and Quality Requirements

• Final technical specifications, including resolution, aspect ratio, file size, codecs, image dimensions and content-management requirements, will be agreed during inception and recorded in the asset register.
• All content must be mobile-first, accessible, factually accurate, age-appropriate and compatible with the Rika platform.
• English and Kiswahili requirements, and any local-language versions, must be confirmed for each asset.
• Translations must be completed or reviewed by qualified language specialists and checked for meaning rather than translated literally.
• Captions, transcripts, readable on-screen text, alternative text and suitable visual contrast must be included where applicable.
• All facts, claims and referral information must be traceable to approved sources and current Ministry of Health guidance.
• Videos must have clear sound, balanced levels, legible graphics and consistent visual and technical quality.
• Articles must be clear, concise, youth-friendly and suitable for mobile reading.
• The supplier must conduct technical, editorial, language, safeguarding and factual quality checks before every submission.

Deliverables

• Inception package, including validated asset register, methodology, workplan, team, risk register, approval matrix and production schedule
• Co-creation plan, tools and consent process
• Co-creation findings report
• Creative treatments, scripts, storyboards and article outlines
• Video rough cuts and draft articles and illustrations
• Audience-testing report and response-to-feedback tracker
• Final approved videos and illustrated articles
• Handover archive

A deliverable will be accepted only after written approval by Girl Effect and completion of the required Ministry of Health review.

The supplier must correct factual, technical, safeguarding, formatting or production errors attributable to its work at no additional cost.

Duration and Working Arrangements

The supplier will report to the designated Girl Effect Programme Manager and work closely with relevant Girl Effect, Ministry of Health and Rika representatives.

Girl Effect will:

• Provide the available creative briefs, programme guidance and approved reference materials.

• Coordinate consolidated organisational feedback through the designated focal person.

• Support access to relevant Ministry of Health reviewers and technical experts.

• Approve deliverables or provide consolidated feedback within agreed review periods.

The supplier will:

• Manage its personnel, subcontractors, production resources and schedule.

• Maintain the production and approval tracker.

• Flag delays, dependencies, safeguarding concerns and decisions promptly.

• Avoid proceeding with unapproved content, costs or changes.

Who You Are 

Skills and expertise:

• Project Management: Ability to effectively manage projects, coordinate diverse teams, develop strategies, and ensure successful execution within timelines.
• Depth in production capacity: Demonstrate clear capacity in developing creative, compelling content targeting young people in Kenya. With qualified team members to support all components of production. (Portfolio and CVs to be attached)
• Demonstrated experience in developing social behavioural change content briefs and campaign strategies and managing the ideation and approval process with the Ministry of Health in Kenya.
• Local Market Knowledge: Strong understanding of local trends, media landscape, and cultural nuances, especially in Kwale, Narok, and Migori counties. 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.

Attitudes we are looking for: 

• Comfortable with complex organizational and government structures and multiple stakeholders 
• Comfortable with shared decision-making 
• A ‘do-er thinker’ 
• Enthusiastic about talking to and interacting with people across cultures and geographies - this role will require extensive conversations, presentations, documentation, and fire-fighting 
• Highly empathetic and context-sensitive - able to balance conflicting needs and priorities decisively 
• Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society.

Evaluation Criteria

Proposals will be evaluated in the following order:

• Pre-screening
• Technical evaluation
• Financial evaluation.

Evaluation Criterion

• Understanding of the assignment and strength of the creative approach: 20%
• Relevant youth, health and social and behaviour change content portfolio and references: 20%
• Methodology for co-creation, production, audience testing and quality assurance:  20%
• Team capability, government engagement and delivery capacity:  20%
• Financial proposal and value for money: 20%

Girl Effect may request clarifications, creative presentations, interviews, reference checks or best-and-final offers.

The lowest-priced proposal will not necessarily be selected.

Proposal Submission

Invited agencies must submit separate technical and financial proposals.

The technical proposal should not exceed 10 pages, including CVs, references, company documents, and supporting evidence.

Technical Proposal

The technical proposal should include:

• Understanding of AASHA, RikaWeb, the target audiences, and the assignment.
• Proposed creative and production approach.
• Co-creation and youth-participation methodology.
• Audience-testing and quality-assurance methodology.
• Workplan showing production batches, approval gates, dependencies, resourcing and delivery dates.
• Proposed team, roles, availability, CVs and relevant experience.
• Three comparable assignments and relevant work samples.
• Three client references, including contact details.
• Approach to managing changes, delays and stakeholder approvals.

Financial Proposal

The financial proposal should include:

• Detailed pricing in Kenya shillings by asset type and production stage.
• Separate costs for co-creation, scripting, filming, talent, travel, post-production, animation, illustration, testing and final handover.
• Unit rates for each video and article category.
• A consolidated total for the complete validated asset package.
• Applicable taxes shown separately.
• Reimbursable expenses shown separately and supported by clear assumptions.
• A proposed milestone-based payment schedule.
• Confirmation that prices will remain valid for 90 days from the proposal deadline.

Procurement Timelines

• Terms of reference published: 6th November, 2026
• Deadline for proposal submission:  20th November 2026

How to Apply

Email the technical and financial proposals as separate attachments to: [email protected]

Applications must be received by 20th November 2026

Use the following email subject: RikaWeb Content Development -Kenya

Submissions that do not follow the stated process may not be evaluated. Only shortlisted or successful bidders will be contacted.

General and Commercial Terms

• Contracting and Payment: The successful supplier will sign Girl Effect’s applicable agreement. Payments will be linked to the satisfactory delivery and written acceptance of agreed milestones and receipt of a correct invoice.
• Pricing and Scope: Prices must be quoted in Kenyan shillings and include all costs except clearly identified exclusions. No change to the approved scope, asset quantity, format, language, schedule or budget may proceed without Girl Effect’s prior written approval. Supplier errors and the agreed review rounds will not be treated as chargeable changes.
• Taxes and Expenses: Applicable taxes, licences, talent fees and reimbursable costs must be itemised separately. Girl Effect will deduct or account for taxes as required by law. Only reasonable expenses approved in writing in advance will be reimbursable.
• Intellectual Property and Rights: Subject to the final agreement, Girl Effect will own the approved outputs and commissioned project materials paid for under the engagement. The supplier must secure and document all talent, music, stock, location and third-party rights required for government, campaign, web, social-media and digital use.
• Confidentiality and Data Protection: The supplier must protect all confidential, personal and sensitive information accessed or created during the assignment.
• Safeguarding and Conduct: The supplier and all personnel, contributors and subcontractors must comply with Girl Effect’s safeguarding, ethical, anti-fraud, data-protection, information-security and supplier-conduct requirements.
• Conflicts of Interest: Bidders must disclose any actual or potential conflict of interest.
• Equal Opportunity: Girl Effect welcomes proposals from qualified organisations and consortiums with diverse professional, cultural and geographic backgrounds.
• Right to Award: Girl Effect may seek clarification, negotiate, amend or cancel the process, reject any or all proposals, award all or part of the requirement or make no award. Girl Effect is not liable for costs incurred in preparing a proposal.
• Proposal Validity: Proposals must remain valid for 90 days from the submission deadline.