Girl Hub Ethiopia. Yegna — Brand and Media Platform

File reference number attributed by the contracting authority: 7076

Title attributed to the contract: Girl Hub Ethiopia. Yegna — Brand and Media Platform

Short description of the contract or purchase(s):

Girl Hub Ethiopia (GEE) has contracted an Agency to manage the first work stream of its programme — Yegna branded media platform — which encompasses a radio drama & talk show, and music that champions girls and creates a national conversation about their challenges and their potential to overcome the problems. The Yegna brand was successfully created in the first phase of the programme which is coming to an end in August 2015. It is Ethiopia's first youth brand, designed to reframe girls as a valued and essential part of Ethiopian society, so they feel more connected to their own community and to each other. The Yegna programme also includes a range of non-media outreach activities implemented through partners which are designed to expand Yegna listenership and reinforce its behaviour change messages, particularly in rural areas. The second work stream of the programme — Brokering Action — is aimed at influencing government and non-governmental partners working in Ethiopia to drive greater resources to policies and interventions that improve outcomes for adolescent girls. The third work stream — monitoring, learning and evaluation — will continue building the work achieved in Phase 1 and test how well the Girl Effect model works in Ethiopia and seek to be a significant knowledge builder in this field. The Management Agency will be responsible for implementing key aspects of the Yegna brand platform in the following major areas: — Designing and implementing Brand Communication and Strategy — Brand Development and Implementation (production)— Brokering Activities in relation to Yegna Brand— Support to monitoring progress of Yegna — Communications — Sustainability Planning.

Main site or location of works, place of delivery or of performance: South Lanarkshire. NUTS code UKM38