Girl Effect India is Requesting for Proposals (RFP): Media Buying Agency – Apply By 17 April 2026

Girl Effect India is seeking proposals from a qualified media buying agency to design, plan, and execute a comprehensive media strategy for a national immunization communication campaign focused on the HPV vaccine (cervical cancer prevention). The selected agency will play a central role in shaping the campaign strategy, media planning, execution, optimisation, and performance reporting across multiple phases of implementation.

This initiative is part of Girl Effect’s broader mission to use media and technology to improve the lives of adolescent girls by increasing access to accurate health information and encouraging positive behaviour change.

About Girl Effect

Girl Effect is an international non-profit organisation that creates media and digital products designed to empower adolescent girls across Africa and Asia. Its platforms deliver trusted information on health, education, relationships, and livelihoods, enabling girls to make informed life choices.

The organisation operates at scale, reaching over 50 million people globally, and focuses on behaviour change communication through innovative storytelling, digital engagement, and multi-channel media ecosystems.

Key youth-facing brands include:

• Chhaa Jaa (India)
• Tujibebe (Tanzania)
• Yegna (Ethiopia)

These brands operate across digital platforms (Meta, Google, social media), as well as TV, radio, print, and on-ground engagement channels.

Project Context: HPV Vaccination in India

India faces a significant public health challenge with cervical cancer, which is among the leading causes of cancer among women. Most cases are linked to the Human Papillomavirus (HPV), which can be prevented through vaccination.

In alignment with WHO’s global cervical cancer elimination strategy, India has introduced plans to expand HPV vaccination under the Universal Immunisation Programme, targeting girls aged 9–14 years.

However, successful rollout depends heavily on:

• Public awareness
• Parental acceptance
• Misinformation management
• Trust in vaccine safety and efficacy

Girl Effect aims to address these barriers through a multi-channel communication campaign focused on adolescent girls and their caregivers.

Campaign Objective

The campaign is designed to drive behaviour change across two core pillars:

1. Awareness, Education, and Vaccine Uptake

The agency will support strategies to:

• Increase awareness of cervical cancer among parents
• Educate mothers and fathers on HPV vaccination benefits
• Build urgency and trust around vaccine safety and effectiveness
• Encourage informed decision-making and vaccine uptake
• Drive traffic to Girl Effect digital tools (chatbot, microsite, social channels)
• Align messaging with Government of India vaccination schedules

Key audiences include:

• Primary: Mothers aged 35–45 (SEC C households)
• Secondary: Fathers aged 35–50 (SEC C households)
• Geography: Maharashtra, Delhi, Rajasthan, Nagaland, Meghalaya

2. Misinformation Management and Trust Building

The campaign must actively:

• Identify and counter misinformation around HPV vaccination
• Provide credible, fact-based reassurance messaging
• Strengthen trust through healthcare professionals and community voices
• Promote safe, verified information channels (chatbots, microsites)
• Reduce vaccine hesitancy through consistent reinforcement

Trust-building must be integrated across all campaign phases.

Scope of Work

The selected agency will be responsible for end-to-end media strategy and execution, including but not limited to:

Media Strategy Development

• Build a full-funnel media strategy (awareness, consideration, conversion)
• Identify platform mix across digital, traditional, and emerging channels
• Define audience segmentation and targeting strategy
• Design phased rollout aligned with government immunisation timelines
• Recommend KPIs and measurement frameworks

Media Planning and Buying

• Identify optimal media partners and platforms
• Develop cost-efficient media schedules across geographies
• Negotiate competitive media rates and placements
• Ensure strong reach within target SEC C households
• Balance traditional and digital media investments

Campaign Execution and Management

• End-to-end campaign implementation across platforms
• Continuous optimisation based on performance data
• A/B testing of creatives and messaging formats
• Coordination with government compliance requirements
• Ensuring timely submission of required documentation (e.g., declarations)

Analytics, Reporting, and Insights

• Daily, weekly, and monthly performance reporting
• Real-time campaign optimisation using analytics tools
• Tracking key metrics such as:
  • Reach and impressions
  • Engagement rates
  • Click-through and conversion rates
  • Chatbot interactions and microsite traffic
• Final campaign evaluation report with insights and recommendations

Influencer and Partnership Strategy

• Identify and manage relevant influencers (regional focus preferred)
• Collaborate with influencers to drive awareness and trust
• Ensure alignment with campaign messaging and public health goals
• Monitor influencer performance and engagement impact

Tools and Ad-Tech Integration

• Use of programmatic advertising platforms
• Social listening tools to track misinformation trends
• Analytics platforms (Google Analytics, Meta Insights, Nielsen, etc.)
• Data-driven optimisation for targeting and delivery

Expected Outcomes

The campaign aims to achieve measurable impact across three levels:

Awareness

• Increased reach across target geographies
• Higher engagement on social media platforms
• Improved visibility of HPV vaccine messaging

Consideration

• Increased traffic to Girl Effect microsite and chatbot
• Improved information-seeking behaviour among parents
• Greater engagement with educational content

Conversion

• Higher chatbot usage and completion rates
• Increased intent to vaccinate daughters
• Improved return visits and sustained engagement
• Action-taking aligned with government vaccination schedules

Agency Profile Requirements

Applicants should demonstrate:

• Experience in large-scale pan-India media campaigns
• Strong understanding of SEC C audiences
• Prior work with government or development sector campaigns
• Expertise in behaviour change communication or health campaigns
• Strong digital media planning and buying capabilities

Preferred capabilities include:

• Fluency in Hindi, Hinglish, and English
• Strong understanding of regional media ecosystems
• Experience in misinformation tracking and response
• Influencer marketing expertise
• Strong project management and analytical capability

Project Timeline

• RFP Release: 7 April 2026
• Submission Deadline: 17 April 2026
• Project Start: May 2026
• Duration: Approximately 11 months (May 2026 – March 2027)

Submission Requirements

Proposals (maximum 10 pages) must include:

• Detailed media strategy and approach
• Agency credentials and relevant case studies (minimum 3)
• Cost breakdown in INR (with taxes clearly separated)
• Portfolio of relevant work
• Channel and media planning framework
• Measurement and evaluation methodology

Evaluation Criteria

Technical evaluation:

• Media strategy understanding: 20%
• Media buying capability: 20%
• Relevant experience: 10%
• Government/development sector experience: 10%

Financial evaluation:

• Cost effectiveness and value for money: 30%

Technical and financial proposals must be submitted separately.

Ethical, Safeguarding, and Compliance Requirements

Girl Effect maintains strict safeguarding and ethical standards, including:

• Zero tolerance for harm, abuse, or exploitation
• Commitment to equal opportunity and non-discrimination
• Compliance with safeguarding policies
• Full adherence to data protection and confidentiality requirements

Summary

This RFP invites experienced media agencies in India to support a large-scale, behaviour change communication campaign aimed at increasing awareness and uptake of the HPV vaccine among parents of adolescent girls. The selected agency will be responsible for strategic media planning, execution, optimisation, and impact measurement across multiple states in India, contributing to a national public health priority.

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Disclaimer: Global South Opportunities (GSO) is not the organization offering the opportunity. For any inquiries, please contact the official organization directly. Please do not send your applications to GSO, as we are unable to process them. Due to the high volume of emails, we receive daily, we may not be able to respond to all inquiries. Thank you for your understanding.