Terms of Reference: South Africa Chatbot Copywriter

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Terms of Reference: South Africa Chatbot CopywriterWho We Are

We’re a global creative non-profit combining expertise in media, mobile, brand and international development, a unique mix of skills we use to solve global problems in a new way. Started by the Nike Foundation in 2004, we’re now an independent organization working from nine global locations in more than 50 countries where girls are marginalized and vulnerable, focused on Africa and Asia.

We use our in-depth understanding of girls’ real needs so that they are enabled to make choices about their health, education, and economic future. We use multiple touchpoints for branded story-telling and participation that millions of girls, and boys, love and interact with – from apps that build skills to TV dramas that explore vital issues to magazines written and distributed by girls.

We help girls change their lives by tackling social, cultural and gender norms – leveraging digital technologies to create change through creative content that engages and entertains audiences – designed to change and shift attitudes, knowledge and behaviours in tangible, measurable ways.

Our work is supported and funded by a wide range of people and organizations, from governments and philanthropists to NGOs and corporates. Recent examples include GAVI (The Vaccine Alliance), Bill and Melinda Gates Foundation, Facebook, UNICEF, the Children’s Investment Fund Foundation (CIFF), Vodafone Foundation, Australia’s Department of Foreign Affairs and Trade (DFAT), Nutrition International, and United States Agency for International Development (USAID).

Background:

Springster is Girl Effect’s global digital brand that equips girls with the knowledge and confidence they need to navigate the complex world in which they live- powering them to make choices that change their lives. It achieves this through an online ecosystem of content and conversation channels (Facebook, Messenger, WhatsApp & website).

More than ten million users have so far engaged with Springster. Part of its success has been its focus on entertaining and engaging content. The best-performing content highlights the stories that defy convention, usually written in the first person and creates a strong emotional connection with the reader. Springster is available in over 50 countries, but our six priority countries are Indonesia, South Africa, Kenya, Ghana, Kenya and DRC.

In 2018 Springster began testing and building a chatbot as an innovative means to reach girls. Towards this end, leveraging Artificial Intelligence, we created a “digital big sister” to give girls a safe, private, non-judgemental and accurate source for information on topics they don’t feel comfortable discussing elsewhere.

Big Sis, an AI-powered chatbot launched under the Springster brand in South Africa in May 2020, focusing on SRH and relationships and received an overwhelmingly positive response. Now in its fourth year of iteration Big Sis will focus on mental health literacy and wellbeing.

Scope Summary

Girl Effect is looking for a Copywriter to produce ongoing content for Big Sis and its growing audience in South Africa.

Responsibilities include:

FOR BIG SIS:

  • Receive Training on Rapid Pro on how to navigate its features and update content regularly where necessary.
  • Update Big Sis content according to a newly formed formatting guide for writing in a conversational style.
  • Develop entirely new message sets or “flows” for Big Sis by working very closely with our Gender team and SBCC experts.
  • Review ways in which we may better respond to “small talk” from girls engaging with Big Sis and propose new responses to such things as “I love you Big Sis”, “How are you Big Sis” etc.
  • Feed into all creative assets and develop marketing copy in line with Big Sis’s tone of voice for our Digital and offline marketing campaigns.

FOR SPRINGSTER

  • Writing clear, compelling copy for various mediums (e.g. ads, blog posts, social media creatives, short-form scripts, newsletters)
  • Working with the planner and designers on a day-to-day basis to build marketing projects and campaigns – large-scale and small scale
  • Interpret copywriting briefs and ultimately write clear, attractive copy with a distinct voice
  • On a daily basis you will maintain the social media channels across the brand – taking care of uploads and updates regularly and without fail.

Reporting

The consultant will report to Girl Effect’s Project Manager/program lead.

Expected Commitment

  • The assignment is expected to take approximately six months to complete.
  • The consultant will be expected to spend up to 14 hours each week with the platforms and liaison with the create team and other stakeholders.
  • The consultant’s assignment period is from 20th September 2022, to 19th March 2023.

Tentative Timelines:

● Terms of reference published:26th August 2022

● Deadline for responses: 8th September 2022

● Project commencement: 20th September 2022

Who You Are:

Skills and expertise:

  • A conversational copywriter/creator with experience creating content, content and campaigns for youth audiences, especially South African girls from low-middle income backgrounds. Social Media + Chatbot experience would be a massive bonus.
  • You will have a proven ability to work with subject matter experts and ‘translate’ their expertise into appropriate content for the target audience.
  • You have a proven ability to create compelling and engaging content that delivers clear messages and
  • Experience in health-related content/Behavior change content production in the field of Sexual and Reproductive Health and Rights would be a massive bonus.
  • Experience working on multi-country campaigns and campaign localisation would be a massive bonus.
  • Passionate about making a positive difference in the life of young women and girls.

Requirements:

  • Minimum 3 years of proven experience as a copywriter or related role
  • Knowledge of online content strategy and creation
  • Excellent writing, editing and proof-reading skills
  • Strong research skills
  • Excellent time-management and organizational skills
  • Effective communicator and writer in English and Zulu with the ability to synthesize, communicate and simplify complex language concepts per the needs of girls and young women.
  • Excellent interpersonal communication skills and experience working in a multicultural team across multiple countries. Sensitivity to cultural differences is essential.
  • Ability to be flexible within a fast-paced, changing environment.
  • Commitment to realizing the potential of girls and to the vision and values of Girl Effect.

Attitudes we are looking for:

  • Comfortable with complex organizational 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

Proposal Submission

Your proposal, should you be interested, should cover

Technical Proposal

  • Your understanding of the brief and why you feel you are well placed to advise us on this
  • Credentials/CV
  • Please showcase any previous relevant work experience—links to previous works.
  • Highlight work (if) done in other geographies.
  • Provide at least 3 references indicating the scope and magnitude of similar assignments

Financial Proposal

  • A breakdown of the financial proposal in USD indicating the daily or hourly billing rate for each of the proposed experts, time input and all applicable reimbursable expenses. Alternatively, you can provide a fixed fee for the requested deliverables.
  • All applicable taxes should be quoted separately;

Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation and only for those proposals deemed qualified and responsive.

GE is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of GE.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

Evaluation Criteria

The criteria against which proposals will be evaluated are listed below.

Technical Evaluation

  • Interpretation and understanding of this TOR – 7%
  • Share samples of your work, articles for similar organizations or work that has been published – 15%
  • Showcases relevant experience in having done previous similar work with relevant agencies or organizations – 10 %
  • Demonstrates an understanding of the multiple geographies that we operate in 8%
  • Evidence of a minimum of three contactable references – 10%
  • Experience and Qualification, share your CV- 20%

Financial Evaluation

  • Value for money/proposed budget breakdown – 30%

Tax

Applicants are advised to ensure that they clearly understand their tax position regarding local jurisdiction tax legislation provisions.

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 successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Safeguarding

You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found at www.girleffect.org/safeguarding. We have zero tolerance for all forms of violence against children, beneficiaries and staff.

Equal Opportunities

Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal-opportunity workplace.

We are committed to building an increasingly representative organisation that works extensively with the communities we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.

How to apply

How to Apply

Please submit proposals, as described above, to [email protected] by 8th September 2022, 5:00 pm EAT latest. Please clearly mark your email with the subject ‘Big Sis Copywriter Services’‘.’

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