Location:
Flexible. You can have your operations center in any of the countries where the program is implemented: Mexico, El Salvador, Honduras and / or Guatemala.
Reports to:
Ana Cecilia Campos, Latin America and the Caribbean, Regional Director of Programs
Start date of activities:
November 2024 (To be confirmed)
Contract duration:
Estimated duration: 10 months
Contract type:
Deliverable based contract[AC1] [ME2]
Total budget:
300,000 USD
¿Who is MAGENTA?
MAGENTA is an agency specialized in the approach to Social Change and Behavioral Change (SBC). We are dedicated to understanding human behavior and designing solutions that positively impact social development. As a global agency, we operate in the Middle East, Africa, Asia, Latin America, and the Caribbean. Using the theory of social and behavioral change, and based on evidence, we design and implement SBC strategies such as community interventions, communication campaigns, and we improve the processes for the delivery of services, among other activities to generate a positive social impact.
Initiative for the Prevention of Gender-Based Violence Facilitated by Technology from an SBC approach
One of the main projects of the MAGENTA team in the Latin American and Caucasus region is the Initiative for the prevention of gender-based violence facilitated by technology (VGBFT) from an SBC approach. The objective of this project is to reduce the incidence of VGBFT in Mexico. VBGFT affects millions of women, adolescents and girls each year, as well as people from the LGBTTTIQA + community, in addition to long-term harming men and boys.
For the expansion of the project in the second year, the following activities are planned in Mexico, El Salvador, Honduras and Guatemala:
1) More research
2) Development of a communication campaign for social and behavioral change at the regional level
3) A broader set of community participation activities
4) An increase in the number of activities for incidence
In the context of this project, MAGENTA is looking for a creative agency with regional experience to develop and implement a regional SBC campaign. An important part of the activities will also be the involvement and accompaniment of allied civil society organizations in the design, development and implementation of the regional campaign.
¿What agency profile are we looking for?
· That it can demonstrate a solid trajectory in the design and implementation of campaigns for social purposes in the region (SBC, Social Marketing, Development Projects).
· That you can demonstrate a history of campaign implementation aimed at a young audience (under 30 years old).
· Strong creative conceptual work (i.e. taking a brief creative and transform it into a creative proposal for field activations with local communities that have a high impact).
· Ability to transform a solid creative idea into bold and disruptive actions and designs.
· Ability to plan and manage the purchase of media spaces for the implementation of the campaign at the regional and national levels, including traditional, digital, social and external media.
· Deep knowledge of digital culture, social networks, and the design of a specific campaign for this medium.
· Experience and ability to work on sensitive social issues, with a gender cross-cutting approach that avoids blaming victims.
· Commitment to gender mainstreaming and an informed approach to trauma in all campaign activities.
· Experience in obtaining tangible results, including measurable changes in perception, attitudes, beliefs, behaviors and social norms.
· Fluency in Spanish and English by the people of the team who coordinate the project.
We are not looking for an agency that:
· He has only carried out commercial work and has no experience or sensitivity in matters of social impact
· Cannot work in all formats: video, audio, digital, social, external, etc.
· You have to outsource considerable parts of the work.
Key activities (Scope of Work)
Phase 1: Information session and development of the concept
Activity 1. Briefing
· Attend an initial meeting with the MAGENTA program team.
· Read the key documents generated during the first year of the project, provided by the program director.
· Preparation of a short presentation that visualizes the problem:
· Include research perspectives, current cultural events / conversations and examples of digital discussion on / topic.
· Demonstrate understanding of different contexts by country.
· Participate in an information session where the program team will share all the campaign assets developed to date and space will be opened for questions.
Activity 2. Creative support during co-creation
· Assist and support the design and facilitation (primarily) of a co-creation workshop facilitated by the MAGENTA program team.
· The workshop will include representatives of clients, key civil society actors and local experts in the field.
o Objective: to discuss differences in how the selected behaviors are manifested, their drivers and how communication can stimulate positive change.
· Support the initial writing of creative ideas developed during the workshop.
· Agency participants must make and submit written contributions, in addition to commenting on the resulting document.
Activity 3. Creative conceptualization
· Develop three viable campaign concepts for a regional SBC campaign based on the results of the co-creation workshop.
· These three concepts will have to be fully developed and must include:
or 1) “the great idea” and its justification
or 2) name, slogan and hashtag
or 3) a visual mood board
or 4) key messages
o 5) examples of how the creative concept could materialize as video content, content for social networks, public relations activations and community participation activities.
· Present the final creative concepts in an editable PowerPoint presentation.
· Consider the use of existing pilot project concepts if they are relevant and interesting.
· Support the design and distribution of stimuli for research that test the concepts of the campaign with audiences in the four countries.
Activity 4. Brand development
- Develop up to five brand concepts for the campaign, based on a single campaign concept chosen from the three presented in Activity 3.
Phase 2: Completion of the concept, campaign planning and production
Activity 5. Refinement of the concept
- Refine and finalize a single creative concept based on test results with the audience, MAGENTA information and local actors.
- Present the finished creative platform in an editable PowerPoint presentation.
Activity 6. Content and channel planning
- Create a multi-channel, regional and country-specific strategy for the SBC campaign based on MAGENTA guidelines.
- Develop a content strategy that brings to life the creative concept finalized on the selected channels.
- Include descriptions of core and support assets, and how they address communication challenges for each target audience.
- Provide guidance on the sequencing and evolution of assets over time.
- Create an appropriate performance monitoring and evaluation framework for channels and content strategies, describing the continued supervision of the campaign by MAGENTA and local actors allied with the project.
Activity 7. Content production
- Create an asset package to sustain SBC’s regional communication campaign for four months, with regular interaction.
- Include production and post-production of current and permanent content, and brand templates for use by local campaign actors.
Phase 3: Dissemination of the campaign and supervision of the results
Activity 8. Media purchase
- Buy media space according to the developed channel strategy.
- Include television, video-on-demand, radio, programmatic audio advertising (eg podcast), digital media, and outdoor advertising (advertising, spectacular, etc.).
- Collaborate with an influencer agency to produce personalized content that reinforces key campaign messages.
- Assist in the preparation of a press dossier for promotional activities of the campaign.
Activity 9. Campaign distribution
- Coordinate the launch of the campaign on all channels.
- Assist local actors in the launch on digital media and social media.
- Solve problems during campaign execution (eg, publication, promotion).
Activity 10. Monitoring, optimization and evaluation of campaigns
- Implement the monitoring and evaluation framework developed in Activity 6.
- Collect and analyze data from associated media.
- Help local actors collect data on the results of the campaign.
- Create campaign performance panels for MAGENTA every two weeks during the campaign.
- Participate in monthly meetings with MAGENTA to optimize content and distribution.
- Identify and respond to performance problems or key incidents (security, reputation, etc.) related to the campaign.
How to apply
Next steps
We will carry out a competitive hiring process, which will take place in three stages:
§ Stage 1: Interested agencies must register their interest through an email sent to Mikel Enecoiz (mikel@magentaconsulting.org). Please include the following:
o Quick cover letter (no more than one page) explaining interest in the project and why it is appropriate.
o Brief review of 3 relevant / related projects carried out (demonstrating experience) / any other relevant documentation that demonstrates its trajectory in the region and / or related projects
§ Comments or questions about ToR (reference terms).
· Stage 2: We will interview up to 6 preselected agencies. Each session will last a maximum of 45 minutes. It is an opportunity for us to get to know your agency and your work better and share more information about the project. It is also the ideal opportunity for you to ask us questions.
· Stage 3: We will invite a maximum of 3 agencies to make a brief presentation (no more than 1 hour) describing how they intend to address the problem, including ideas for the first activities of the campaign. At this stage, we want to meet those of the team who will be dedicated to the project.
