New job Copywriter in Maharashtra


Company : Girl Effect
Salary : Details not provided
Location : Maharashtra

Full Description

Who we are

Working with girls in India, Girl Effect UK (a UK based charity) has created Chhaa Jaa (Go Forth and Shine) – a powerful youth brand that girls can access via social media. Chhaa Jaa's focus is on inspiring, entertaining and empowering girls with the right skills and confidence to navigate adolescence – from accessing information about sexual and reproductive health to preparing them to enter the workforce.

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 organisation working from nine global locations, in more than 50 countries where girls are marginalised and vulnerable.

We use our in-depth understanding of the real needs of girls 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 social media content that explores 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 organisations, 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).

To know more about what we do visit

Girl Effect in India - journey so far

Chhaa Jaa is a digital-first hinglish youth brand designed for girls from the hindi speaking belt of India. It is a brand that inspires, informs and equips girls in India with the right skills and confidence to navigate adolescence - from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, to preparing to find a first job.

Chhaa Jaa's mission is to break the stigma and taboo surrounding a girl and her sexual and reproductive health; ultimately leading to building her belief that she has the right to control her own body and health choices - from the right information, to asking questions, being curious and ultimately demanding for adolescent friendly and non judgemental services.

The brand consists of -

social media pages across Facebook , Instagram , YouTube that use produced video content along with a roster of designed content (posts, gifs, memes, reels, stories, carousel etc.) to create a space for girls to access information, conversations and interactions around general, yet highly taboo conversations around ones body, health and relationships
a closed, girls only, sexual and reproductive health (SRH) Facebook group called Bak Bak Gang where girls and women above the age of 16 are welcome to join.
A facebook messenger bot (chatbot) called Bol Behen that is designed to be a private space that answers frequently asked questions and curiosities girls have about their body, relationships and a variety of other topics
A service directory website that connects girls to SRH services like counsellors, gynaecologists, on-ground clinics, telemedicine portals and helplines (informative and emergency)

Context of the role

We are looking for a Copywriter who can bring Chhaa Jaa to life across the various platforms that the brand lives on. This role will work very closely with the social media planner, marketing strategist, designers and will report into the Content Lead.

The role requires someone who is deeply motivated to work in the space of empowering adolescent girls and young women. Someone who has an understanding of building a brands language and tone of voice through a multitude of writing styles from poetry, prose, haikus, limericks and is deeply excited to keep evolving and changing the way the brand speaks and presents itself.

Our audience are young, interesting, colourful, loud, smart, tech savvy teenagers and young women. The opportunity is to create inspiring content for a unique audience of hinglish-speaking girls who are coming online for the first time. The challenge is to bring hard topics like sexual and reproductive health ( menstruation , mental health , abortion , contraception , toxic relationships , societal judgement ) to the forefront in fun, interesting and very Indian ways that feel close to home for our audience (lovingly called Sangeeta ).

You will be developing campaigns, providing quality copy (short or long) and concept direction, uploading and maintaining all the brands social media channels. Your ability to bring your vision and the concepts to life will not only be welcomed but celebrated.

What you will do

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

Who you are

Minimum 3 years proven experience as a copywriter or related role
Experience in writing for a young generation of Hinglish speakers (not desi-kitsch but a Hindi-first approach with easy and familiar English mixed in)
Knowledge of online content strategy and creation
Excellent writing, editing and proofreading skills
Strong research skills
Excellent time-management and organizational skills
Strong proficiency in Hindi and English, both verbal and written

How to tell if you are the right candidate for this role

Your portfolio includes a broad types of writing types - across hindi and english - from poems, to one liners to blogs

You actively track mainstream content across TV and online platforms - from the latest reality show to the trending Reels format

You can catch movie, music, meme, joke etc. references extremely quickly. Your sense of humour is wicked yet desi - "use a condom always - aap convince ho gaye ya main aur boloon?"

You look at project requirements and briefs from the eye of making it interesting and fun - "how do we make talking about vaginal discharge fun!?"

You are driven to build an authentic voice that will represent young girls and women and at the same time make them feel safe

You are quick witted and can be a part of a conversation irrespective of the age of the person in front. You are a born storyteller and entertainer

What else you should know

As we continue to scale and grow - we are hugely ambitious for our future and we are looking for people who are driven to change the world for girls.

Our teams are a diverse mix across sectors (non-profit and commercial) and specialisms (from Brand and Creative through to Gender and Insight). You'll learn and grow in an environment that will challenge you to think and work with a fresh perspective. In turn, you can expect to work somewhere where you will be stretched and developed in your role, a place where you can build your career and work with talented, engaged people committed to our cause.

Girl Effect is committed to equal employment 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 organization that is increasingly representative of the communities that we serve. To this end, due regard will be paid to recruiting candidates with diverse professional, academic and cultural backgrounds.

We are committed to safeguarding and promoting the welfare of all those we work with and for, especially children and young people. We expect all staff to share this commitment, uphold standards in our safeguarding policy and our code of conduct. In particular:

To take reasonable steps to prevent any harm caused by Girl Effect
To report any safeguarding concerns through the reporting pathways

This role is subject to e nhanced background check Disclosure]

This role is being recruited on a 12 month contract basis.

Closing date for applications: 23rd June 2021

Job Types: Temporary, Contract

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