Girl Effect Creative Agency: Production Partner - Yegna Jobs in Ethiopia

Girl Effect Creative Agency: Production Partner - Yegna Jobs in Ethiopia

Background

Yegna, Girl Effect’s branded multi-media platform established in Ethiopia in 2014, focuses on empowering adolescent girls and young women (AGYW) through fun, factual and fictional content using role-modeling and storytelling to inspire them to think and behave differently.

Meaning “Ours” in Amharic, Yegna brings young people together to overcome life’s challenges and realize their ambitions. Our platform comprises a national TV drama, music, digital and social media channels, and club activities. All our content is research-driven and co-designed with our audience.

Testing, tracking and learning are critical to our design process. We aim for our content to be authentic, relevant, relatable to our audiences, and as engaging as possible. Yegna, the story of All of us, is the first ever adolescent focused TV drama in Ethiopia and has had a successful 5 seasons so far.

Change Objectives and Target Audiences

We have researched the barriers to HPV and Routine Child Immunization vaccine uptake in the selected regions in Ethiopia and have developed and tested low-fidelity prototypes. Based on the insights gathered, we have developed a product mix that spans across mainstream media, social media and direct on-ground intervention to increase:

Uptake of HPV Vaccine for 14-year-old girls in target areas with specific populations

Uptake of Routine Immunization (RI) for 0–2-year-old children of AGYW caregivers in target populations (Young Mothers and Fathers: 15 - 29 years)

The Practice of Positive Health Seeking Behaviors

Primary targets

Youth 13-29 years, with a particular focus on adolescent girls and young women (AGYW) aged 13- 15 prior to eligibility for the HPV vaccine
Caregivers of children below the age of two eligible for routine childhood vaccinations

Secondary targets

Gatekeepers: Parents of girls under 15 who are likely to exert the most influence or hold decision-making power around health-seeking behavior and vaccine uptake

Other power holders, mothers/fathers-in-law, local and traditional leaders

Girls 9-13 years who will become eligible for HPV vaccine within 5 years

What we are looking for

Girl Effect is looking for a production company that will produce the next season of the Yegna TV drama. Since the Yegna TV series was launched, the broadcast and production market has changed tremendously. Girl Effect would like to invite producers with experience in creating serialized drama In Ethiopia to submit a proposed plan, timeline and budget to create the next season of the Yegna TV drama.

In your proposal, we would like suggestions for how we could evolve the TV drama to ensure it stays relevant and is at a higher level of quality, enabling it to compete with content now and in the future. Yegna TV series has amassed 9.8 million viewers in its first season, and our continued goal with the TV drama is mass reach, mass consumption of products, and a wider audience, resulting in mass cultural impact.

It is important to note that while the program's core objectives are geared towards immunization uptake, the tone of the TV series needs to remain entertaining and engaging, in keeping with the tonality of the Yegna brand.

Who You Are

Skills and expertise:

You have been working on similar projects, on Series or TV series, which work with young people to help engage and spread awareness. Passionate about making a positive difference in the life of young people.

Project Management: Ability to effectively manage projects, coordinate teams with diverse skill sets, develop project strategies, and ensure successful execution from start to finish. Have a strong work ethic to execute all projects in the intended timeline with support from the GE team.

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 country you are working (Ethiopia)—experience creating content, content and campaigns for youth audiences, especially Ethiopian girls from low-middle income backgrounds. Social Media + radio experience would be a bonus.

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. You will have a

proven ability to work with subject matter experts and ‘translate’ their expertise into appropriate content for the target audience.

Strategic Thinking: Ability to analyze 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 creating content for diverse platforms such as digital, TV, and emerging media channels, leveraging each platform's unique features to engage the target audiences. Experience in health-related content/Behavior change content production in the field of Sexual and Reproductive Health and Rights would be a massive 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, enabling the creation of 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, to ensure efficient and high-quality output.

Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creative teams, copywriters, designers, and stakeholders to bring ideas to life, fostering a collaborative and productive work environment.

Language: Effective communicator and writer in English and Amharic with the ability to synthesize, communicate and simplify complex language concepts per the needs of girls and young women.

Safeguarding: Experience working with young adults and understanding of policies involved when working with minors.

Scope of Work

This RFP covers the following work related to delivering 16 episodes half an hour long:

Creation of story and script. During the story and script writing process, the writers will be expected to block 2-3 weeks and work with the Girl Effect SBC and the Ethiopia Create team to develop the beats for the next season. After which, the team of writers can develop a storyline.

Take feedback and amend creative materials at storyline, script and first cut stage.

Pull together all the strands of creative and practical talent involved in the project to create a team to work on season 6 drama.

Organize production schedules (pre-production, shooting, and post-production) and communicate them with Girl Effect Ethiopia.

Provide all the necessary equipment to execute the TV series successfully.

Provide a studio for shooting. We have sets and furniture from the previous season that can be used, but we prefer the shoot to be in a contained location. (we can provide a list upon request)

Scouting shooting locations

Casting supporting talent

Control the production budget and allocate resources.

Coordinating and managing all logistics required for the production, such as transportation, catering, permits, clearances and others for the overall project.

Ensure compliance with relevant regulations, safeguarding, codes of practice, and health and safety laws, including following guidelines for COVID-19.

Delivering a quality weekly trailer

Deliver a quality finished product on time and within budget.

Expected Deliverables

Develop storylines and script outlines for each series episode.

Hiring and paying individuals who will be part of the Series using our template contracts (not including the 5 Yegna main cast)

Filming, editing and delivering the full episodes 16 episodes of Season 6 Yegna TV drama, each of the episodes being half an hour long.

Deliver a season trailer ahead of time for marketing and episodic trailers.

Ensure the inclusion of the reinforcement message at the end of each episode.

Provide monthly budget reports.

Weekly production report (could be an email) starting from pre-production to post-production.

Provide behind the scene shots (pictures and some other short video) materials to be used for marketing and digital content.

How to Apply

To apply for this opportunity, please submit a proposal by email with the subject line “Yegna S6 Production Partner - Ethiopia” to suppliers@girleffect.org by COB 14th August 2023.

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