Digital Marketing and Strategy Consultant: FunDoo, Office of Innovation, One Year, Remote, REQ

Contract

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UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone. And we never give up.

Yet the current pace of progress for children will not get us to children-related SDGs targets. This, if left unaddressed, will leave tens of millions of children behind. Unprotected. Uneducated. Unfed. Unable to reach their full potential.

For every child, innovate...

UNICEF's OOI creates opportunities for the world's children by focusing on where new markets can meet their vital needs. We do this by:

• Connecting youth communities
• Provoking change for children through an entrepreneurial approach
• Creating new models of partnership that leverage core business values across the public, private and academic sectors

How can you make a difference?

This role will support our flagship innovation FunDoo - a digital life coach to equip young people with 21st century skills, employability skills, and provide access to information on careers, mental health, climate change and gender-based violence. Launched in 2020, funDoo is an initiative by UNICEF Office of Innovation and YuWaah which leverages UNICEF’s U-Report chat-based platform supported by RapidPro and is available on WhatsApp, Telegram, Instagram and Facebook Messenger. As a low-bandwidth solution, funDoo enables learning opportunities in areas with low internet connectivity. It has been created to provide young people and adolescents from 14 to 24 years access to holistic, quality education and learning opportunities. So far, more than 770,000 users have registered on FunDoo and FunDoo mini. FunDoo is currently active in India, Indonesia, Greece and Eastern Caribbean Area. With Jamaica, Uzbekistan, Uganda, and Mozambique launching funDoo in the first half of 2023.

The content developed for FunDoo is byte-sized and gamified; the tasks can be completed at home and follow the learning by doing principle. At present, there are more than 140 tasks with short and simple actionable prompts for users, which are tangible and reportable. FunDoo tasks are available on-demand and do not have a time limit, providing learners the agency to choose what they want to learn and when they want to learn.

Through FunDoo, UNICEF brings the following innovation to EdTech for young people:

1. A new way to look at 21st century skills learning: While most initiatives building 21st Century skills focus on a subset of specialized skills (such as communication skills, SEL, or financial skills alone etc.); with FunDoo, there is a wide focus on a cross section of these skills which includes employability skills, information on careers and mental health. The pedagogy and implementation approach are novel as FunDoo is an experiential learning platform.

2. Leveraging technology for education without deepening the digital divide: The platform design and delivery mechanism is such that a learner can use FunDoo even if they do not own their own device. All they need is access to a mobile device with WhatsApp (a device owned by someone in the family or extended circle) Most of the learning that happens on FunDoo is off device. Since FunDoo is a chat-based learning solution, it is accessible even on low bandwidth. 21st century skills cannot be learnt through books alone, ‘Doing’ is an essential part of building these skills. The platform’s pedagogy, therefore, derives from principles of experiential learning implemented through tasks.

3. Keeping young people at the center: young people provide valuable feedback on task content, UI/UX, incentives etc. Through funDoo, young people can also become active changemakers in their society by referring other young people onto the platform through a referral mechanism.

FunDoo tasks are gamified interactions and challenge learners to do progressively complex tasks, while providing guidance & real-world nudges. To complete a task, the learner engages with the chatbot and carries out an activity in the real world, earning them U-points that they will be able to redeem later based on a social credit system along with giveaways, badges and learner boards to nudge users towards increased completion and engagement. The tasks have been tested and created via a consultative process, through Focus group discussions, polls and youth consultations with young people.

Scope of work

UNICEF Office of Innovation is seeking a communication and digital marketing consultant. Under the supervision of Innovation Manager (Youth) and FunDoo Global Deployment lead, the incumbent of this role will assist in planning, implementing, monitoring and evaluating an advocacy and communication strategy for FunDoo platform, strengthen political will in support of UNICEF's mission and objectives in the country, and enhance the organization’s and FunDoo’s credibility and brand.

Main responsibilities:

1. Social media, digital marketing campaigns and website content
2. Strategy development, planning, implementation, monitoring and evaluation.
3. Communication content development

Description of assignment

1. Digital media, marketing campaigns and web

• Develop and Manage Social Media channels, website and internal communication platforms, perform content moderation and community management, ensuring effective engagement with young people, UNICEF staff and other internal and external audiences.
• Draft monthly report on FunDoo’s social media, including an overview of FunDoo country and regional programs highlighting lessons learned and recommendations.
• Support the conceptualization, budgeting, planning, coordination, and execution of digital and marketing communications campaigns contributing to efforts to scale up the registration of young people and their engagement with FunDoo actions.
• Assist in supporting FunDoo country and regional offices with designing, deploying and monitoring effective digital communication campaigns, including digital marketing.
• Monitor the performance of digital marketing campaigns in alignment with established performance indicators. Generate ongoing reports and recommendations for improving their effectiveness and efficiency.
• Undertake other responsibilities to support the performance and impact of advocacy and communications work, as required.

2. Communication content development

• Develop and Implement social media and digital marketing assets for funDoo’s communication work plan and strategy as assigned.
• Design and implement effective communication plans that will deliver the aims of key funDoo youth engagement strategies.
• Elaborate content and coverage of relevant global, regional and country funDoo related activities and results that highlight the programme’s impact at the country, regional and global levels, and develop communication materials and activities to amplify them among internal and external audiences.
• Produce communication materials (e.g. briefing notes, content packages, images, video, infographics, audio etc.) that meet global standards as set out in the FunDoo Branding Toolkit
• Produce FunDoo Communication Toolkit for country offices
• Develop creatives for funDoo task flows and content in collaboration with the content consultant.
• Produce editorial content (e.g. articles, press releases, human interest stories and other advocacy/information materials) for both web-based and traditional media, as appropriate.
• Creating a network of social media influencers for wider dissemination about the funDoo initiative.
• Follow up on the production of advocacy and communication materials (e.g., films, videos, audio-visuals, etc.), and oversee the qualitative aspects of production (e.g., quality control, translations, reviews of layout and graphic design etc.) to meet standards as set out in the FunDoo Branding and Communication Toolkit.
• Work closely with FunDoo Global lead to design FunDoo Deployment toolkit for SharePoint.
• Establish and maintain an up-to-date library (i.e. SharePoint and WeShare) for communication materials, including social media assets, publications, press releases and clippings, photographs, audio-visual materials, web resources etc.
• Recommend appropriate information and communication materials for use in media and other advocacy and communication activities; recommend the appropriateness, quality and dissemination of printed and audio-visual materials.
• Assist in providing feedback to FunDoo-related content created by Programme Group, Regional and Country Offices, partners and others.
• Perform other content development duties, as well as other communication officer duties as assigned by the Supervisor.
• Develop monthly FunDoo briefs for global and country office counterparts.

3. Strategy development, planning, implementation, monitoring and evaluation

• Develop a robust communication strategy, with SMART outcomes, compelling calls to action, and a clear theory of change. Propose new approaches and innovative ideas as part of the strategy development.

• Coordinate the implementation of strategies and plans, working across teams to deliver a range of advocacy tactics, such as: developing briefs and products, producing narratives, shaping creative activations to drive public engagement, working with the media, and organizing events.

  Tasks****Delivery/Outputs****Delivery deadline****Percentage of payment1Onboarding, Workplan development, Creation of content, new social media pages, sharepoint, and templates for digital media, content creatives and newsletter for funDoo Tasks.1. Develop roadmap and workplan

2. Design templates for new creatives for social media and funDoo website
3. Create new social media pages and sharepoint and align them with FunDoo website
4. Make a list of publications for amplification of stories.
5. Monthly Newsletter
6. Submit FunDoo deployment toolkit architecture for sharepointMonth 110%2First draft of digital communication strategy Creation of content for social media and content creatives for funDoo Tasks. Developing of a monthly newsletter for funDoo.1. Develop first draft of digital communication strategy
7. At least 20 task creatives developed and published to task content.
8. Develop first draft of FunDoo sharepoint
9. Run 1-2 digital campaigns to scale FunDoo platform.
10. Monthly Newsletter
11. Write and edit 2 human interest stories and publish them on internal and external media.
12. Submit first draft of FunDoo deployment toolkit for sharepointMonth 2-320%3Digital campaign development, creation of content for social media and content creatives for funDoo Tasks, newsletter, and quarterly progress report.1. Run 1-2 digital campaign to scale FunDoo platform.
13. At least 20 digital posts to be published by the end of every calendar month
14. Monthly Newsletter
15. Update FunDoo sharepoint and website with new creatives and stories.
16. Connecting with at least 5 SM influencers for wider dissemination of information of the chatbot.
17. Quarterly Report on analysis of digital content and suggest improvementsMonth 4-510%4Final draft of digital communication strategy and country communication toolkit. Digital content and creatives for funDoo Tasks. Developing of a monthly newsletter for funDoo and human interest stories.1. Deliver first draft of digital communication strategy and country communication toolkit and a clear theory of change.
18. At least 20 digital posts created and published by the end of every calendar month
19. Monthly Newsletter
20. Run 1-2 digital campaigns to scale FunDoo platform.
21. Update FunDoo sharepoint and website with new creatives and stories.
22. Write and edit 2 human interest stories and publish them on internal and external media.Month 610%5Developing of a monthly newsletter for funDoo and Creation of content for social media including campaigns1. At least 20 digital posts developed and published by the end of every calendar month
23. Monthly Newsletter
24. Run 1-2 Digital campaigns
25. Submit final version of draft of FunDoo deployment toolkit for sharepointMonth 710%6Creation of content for social media and content creatives for funDoo Tasks. Developing of a monthly newsletter for funDoo.1. At least 20 digital posts to be developed and published by the end of every calendar month
26. Monthly Newsletter
27. Update FunDoo sharepoint and website with new creatives and stories.Month 8-918%7Creation of content for social media and content creatives for funDoo Tasks. Developing of a monthly newsletter for funDoo.1. At least 20 digital posts developed and published by the end of every calendar month
28. Monthly Newsletter
29. Write and edit 2 human interest stories and publish them on internal and external media.
30. Run 1-2 digital marketing campaigns
31. Update FunDoo sharepoint and website with new creatives and stories.Month 1010%8Reporting and Evaluation, Human interest stories.1. Conduct a thorough evaluation of the chatbot's performance against the initial goals.
32. A detailed report on the chatbot's communication assets, engagement rates, click rates, registration rates etc.
33. Report on key findings and insights to inform future digital and social media content creators for funDoo.
34. Write and edit 2 human interest stories and publish them on internal and external media.
35. Submission of End of project report and final communication, deployment toolkit and strategy.Month 11-1212% Total 100%To qualify as an advocate for every child you will have…

• A first level university degree in communication, journalism, marketing, public relations, International Relations, International Development, or another related field.
• At least two years of relevant work experience in communication, content creation, editorial planning and social media management, including planning and implementation.
• Experience in leading the development and implementation of communication campaigns aimed at youth.
• Proven ability to write engaging, flawless copy for media on tight deadlines in English.
• Strong interpersonal skills in being able to develop and maintain effective working relations with a diverse range of stakeholders.
• Ability to work independently, be proactive and possess strong organizational skills, with good attention to detail.
• Experience in digital communications and in managing online platforms and channels.
• Experience in writing, editing and proofing web content; visual design skills.
• Hands-on experience and use of several social media platforms and tools including Facebook, Tik Tok, Twitter, Instagram and YouTube.
• Experience in the planning, execution, deployment, monitoring and evaluation of digital marketing campaigns.
• Demonstrated experience in supporting and/or managing projects to completion, including developing and implementing clear processes.
• Knowledge of children’s rights, public policy, international development and humanitarian issues.
• Experience working in a developing and emergency environment is an asset.
• Fluency in English is required. Knowledge of another official UN language (Arabic, Chinese, French, Russian or Spanish) or a local language is an asset.

Payment details and further considerations

Payment of professional fees will be based on the submission of agreed deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.

Travel : The consultant is not expected to travel through the duration of the assignment.

Duty Station: Remote

Duration: One year

Insurance:

UNICEF will not be responsible for costs arising from accidents and/or illness incurred during the consultant’s service. Therefore, the selected candidate must provide proof of enrollment in a health/accident plan prior to starting his/her work.

How to apply:

• Interested applicant is required to submit a financial proposal with all-inclusive fee. Please complete your profile in UNICEF's e-Recruitment system. • Financial proposal must include travel costs (economy class), daily subsistence allowance (limited to UN official rates), and other estimated costs such as visa and travel/health insurance. Please indicate your ability, availability and financial proposal (in US$) to undertake the terms of reference above. • Applications submitted without a financial proposal will not be considered.

For every Child, you demonstrate…

UNICEF's values of Care, Respect, Integrity, Trust, Accountability, and Sustainability (CRITAS).

To view our competency framework, please visit here.

UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment.

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

Remarks:

Only shortlisted candidates will be contacted and advance to the next stage of the selection process.

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws.

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.