Digital Communication and Youth Engagement Officer

Mission and objectives

The fundamental mission of UNICEF is to promote the rights of every child, everywhere, in everything the organization does — in programs, in advocacy and in operations. The equity strategy, emphasizing the most disadvantaged and excluded children and families, translates this commitment to children’s rights into action.

For UNICEF, equity means that all children have an opportunity to survive, develop and reach their full potential, without discrimination, bias or favoritism. To the degree that any child has an unequal chance in life — in its social, political, economic, civic and cultural dimensions — her or his rights are violated. There is growing evidence that investing in the health, education and protection of a society’s most disadvantaged citizens — addressing inequity — not only will give all children the opportunity to fulfill their potential but also will lead to sustained growth and stability of countries.

This is why the focus on equity is so vital. It accelerates progress towards realizing the human rights of all children, which is the universal mandate of UNICEF, as outlined by the Convention on the Rights of the Child, while also supporting the equitable development of nations.

Context

UNICEF India has launched the UReport platform to amplify the voices of citizens to create positive change in their communities. U-report is a mobile phone-based technology that provides a forum of opinion and information sharing for children, adolescents and adults. Using a crowdsourcing approach to initiate a virtual dialogue with the members (‘UReporters’) the ultimate aim of the program is to stimulate citizen-led and adolescent/youth-led development. Once the information is collected the data is instantly analyzed.

The information is subsequently utilized in advocacy work across all media channels, many UNICEF programs and through partner engagement. UReporters will be engaged via social media and will be asked via weekly polls, quizzes, challenges, to share their ideas, opinions and feedback about issues that matter most to them. U-Report has evolved into a powerful source of information to improve service delivery and increase youth engagement in policy dialogues with about 300,000 U-Reporters in India (https://india.ureport.in ).

The UReport platform is present in over 30 other countries around the world with more than 7 million U-Reporters globally. (http://ureport.in) U-Reporters are recruited through partnerships with youth organizations and other civil society organizations.

A U-Report Steering Committee / Working group comprising of UNICEF programme teams, government partners, youth organizations and young people will be responsible for planning and supervising the scale up of the UReport platform in India.

Task description

UNICEF India is keen to work with an enthusiastic, hardworking and determined National UN Volunteer to increase the reach and engagement of UReport in India.

Under the direct supervision of the Programme Specialist (Innovation), the National UNV will undertake the following tasks to support the U-Report programme implementation:

Management of Social Media Accounts: (20%)

• Managing official U-Report India social media profiles on Instagram, Facebook, YouTube, LinkedIn, WhatsApp channel and X (formerly Twitter).
• Putting our regular social media posts on external and internal platforms to create a buzz and build brand image of U-Report India.
• Creating digital content such as banners, posters, posts, certificates and or leaflets using tools such as Canva etc.

Website & Newsletter Management: (20%)

• Managing U-Report India public-facing website (india.ureport.in) and ensuring every campaign is linked, and that content is updated regularly.
• Creating blogs and reports based on the ongoing/ concluded campaigns for the U-Report India and other websites.
• Managing U-Report India’s multi-lingual newsletter (unews.unicef.in) using website management software, including content preparation and design, proof-reading etc.
• Managing T4D-related pages on the internal knowledge-sharing website (sharepoint.com) and keeping it updated with important posts and links.

Youth Engagement: (20%)

• Reaching out to young people either through existing cohorts on WhatsApp or through targeted U-Report broadcasts for participating in events, activities, discussions, competitions etc.
• Identifying talented and motivated young people for participating in focus group discussions and other face-to-face or virtual interactions for programme sections
• Engaging young people from across India as part of a Social Media. Champion Team (SMCT) to develop social media and website assets for UReport India.
• Conceptualising and implementing initiatives such as “Top U-Reporter” for motivating U-Reporters.

Partnership and Coordination: (20%)

• Contribute towards cultivating strategic relationships with UNCEF sections, U-Report Global teams, government agencies, international organizations, national institutions, non-governmental organizations (NGOs), civil society organizations (CSOs), and Project Management Units (PMUs).
• Identifying and attending appropriate virtual and physical events to promote U-Report awareness for collaboration and partnerships.
• Capacity building of partners through training, resource sharing etc.
• Continuously seeking opportunities to innovate and improve partnership strategies and processes with a “technology for innovation” mindset.

RapidPro Flow Configuration and Campaign Management: (15%)

• Creating flows for real-time monitoring campaigns using UNICEF’s flagship Digital Public Good (DPG) RapidPro; training and mentorship support will be provided.
• Coordinating with internal UNICEF sections and external partners for successful implementation of U-Report and RapidPro campaigns.
• Creating broadcast messages when a new campaign is launched and linking the same to the Rapidpro flows.
• Liaising with external 3rd party agencies as required, for e.g. translation agency, design agency, warehousing agency etc.
• Managing mail-room activities for sending out gifts/ incentives which includes obtaining list of winners, and putting them through an address collection flow, verifying address submitted by U-Reporters, facilitating consent forms, and liaising with UNICEF mail room colleagues.

Meta Ads Management: (5%)

• Managing META Ads using the AD Manager platform and customizing it specifically for chatbots to ensure promotional advertisements convert into new users. This includes creation, activation and deactivation of ad campaigns and allocating ad spend across various platforms such as Facebook, Instagram and WhatsApp.
• Explore addition/ new ad platforms that have youth appeal for maximizing user conversions.

Required education level

Bachelor's degree in Communications, Development Studies, Social Sciences, Marketing, Journalism, or a related field. Candidates holding Master’s degree or its equivalent in the relevant field will have an added advantage.

Competencies and values

• Professionalism: demonstrated understanding of operations relevant to UNICEF; technical capabilities or knowledge relevant or transferrable to UNICEF procedures and rules; discretion, political sensitivity, diplomacy and tact to deal with clients; ability to apply good judgement; ability to liaise and coordinate with a range of different actors, especially in senior positions; where appropriate, high degree of autonomy, personal initiative and ability to take ownership; resourcefulness and willingness to accept wide responsibilities and ability to work independently under established procedures; ability to manage information objectively, accurately and confidentially; responsive and client-oriented;
• Integrity: demonstrate the values and ethical standards of the UN and UNICEF in daily activities and behaviours while acting without consideration of personal gains; resist undue political pressure in decision-making; stand by decisions that are in the organization’s interest even if they are unpopular; take prompt action in cases of unprofessional or unethical behaviour; does not abuse power or authority;
• Teamwork and respect for diversity: ability to operate effectively across organizational boundaries; excellent interpersonal skills; ability to establish and maintain effective partnerships and harmonious working relations in a multi-cultural, multi-ethnic, mixed-gender environment with sensitivity and respect for diversity; sensitivity and adaptability to culture, gender, religion, nationality and age; commitment to implementing the goal of gender equality by ensuring the equal participation and full involvement of women and men in all aspects of UN operations; ability to achieve common goals and provide guidance or training to colleagues;
• Commitment to continuous learning: initiative and willingness to learn new skills and stay abreast of new developments in area of expertise; ability to adapt to changes in work environment. • Planning and organizing: effective organizational and problem-solving skills and ability to manage a large volume of work in an efficient and timely manner; ability to establish priorities and to plan, coordinate and monitor (own) work; ability to work under pressure, with conflicting deadlines, and to handle multiple concurrent projects/activities;
• Communication: proven interpersonal skills; good spoken and written communication skills, including ability to prepare clear and concise reports; ability to conduct presentations, articulate options and positions concisely; ability to make and defend recommendations; ability to communicate and empathize with staff (including national staff), military personnel, volunteers, counterparts and local interlocutors coming from very diverse backgrounds; capacity to transfer information and knowledge to a wide range of different target groups;
• Flexibility: adaptability and ability to live and work in potentially hazardous and remote conditions, involving physical hardship and little comfort; to operate independently in austere environments for protracted periods; willingness to travel within the area of operations and to transfer to other duty stations within the area of operations as necessary;
• Genuine commitment towards the principles of voluntary engagement, which includes solidarity, compassion, reciprocity and self-reliance; and commitment towards UNICEF’s mission and vision, as well as to the UN Core Values.

Skills and experience

• Experience in communication and media domain for youth / community engagement
• Experience with a high-level communications campaign across multiple mediums (including social networks and messaging platforms)
• Experience of digital and non-digital communication and marketing medium and best practices (workshops, articles, art, interviews, videos, chatbots, blogs, vlogs, digital influencers, and social media channels)
• Experience engaging with political structures, civil society pressure groups, and other channels of national influence will be an added advantage
• Hands-on technical skills required to create quick digital content, such as GIFs, audio files, short videos, posters, FB pages, etc. using online tools
• Proven ability to present and communicate new projects to a varied audience
• Strong communication skills and the aptitude to handle competing messages and priorities with multiple audiences
• Fluency in written and spoken English and Hindi is required
• Ability to learn and adapt to using new digital platforms and tools
• Ability to work in teams with diverse skills and programme focus.

Area(s) of expertise

Communication, Development programmes, Information technology

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