Campaign Manager

SBC Campaign Manager ToR

Scope of Work

Location:

Abu Dhabi, UAE

Reporting Manager:

MAGENTA Team Lead

Duration

18 months

Start date

September 2025

About MAGENTA

MAGENTA is social and behavioural change research and communications agency operating globally from the Middle East to West Africa. MAGENTA specializes in understanding human decision-making processes to design communications solutions for sustainable and scalable positive change in fragile and conflict-affected settings.

Using the latest in behavioural science principles and a rigorous approach to research, strategy, campaign design and implementation, MAGENTA designs and implements social and behaviour change communication (SBCC) interventions to support development actors to achieve their objectives. MAGENTA‘s services range from formative research, strategy development, creative development, campaign management to monitoring and evaluation and capacity building.

Our client base includes UN agencies, INGOs, governments and the private sector. We aim to amplify the voices of local actors while bringing international expertise and methodological rigour. To do so, we partner with civil society, creative agencies, media, and academics to design innovative, relevant and impactful solutions to some of the most challenging problems of our time. Whether we are aiming to shift parenting practices to improve children’s outcomes or to understand how social norms underpin corruption, we always go the extra mile to ensure we can create positive impact for some of the most underserved populations in the world.

MAGENTA has been working in the region since 2019, conducting innovative and challenging behaviour research that are used to inform the design and implementation of social and behaviour change interventions to tackle challenges around social cohesion, health practices, and preserving the environment.

Background

MAGENTA is supporting the Early Childhood Authority of Abu Dhabi to implement a Social and Behavour Change Strategy for Early Childhood Development (building parental behaviours and practices for early stimulation, responsive care, play and self-care) which was designed by MAGENTA in 2023. In parallel, MAGENTA will lead the execution of ECA’s flagship campaign “Why ECD Matters”, identifying synergies with the SBC campaign and ensuring the inclusion of Child Protection key messages throughout.

MAGENTA will also support the design and implementation of community-based activities to promote improved mass awareness and advocacy in key areas such as the importance of the early years (“Why ECD Matters) and Child Protection.

Objectives

MAGENTA is hiring an SBC campaign manager who will be seconded to ECA to support all communications activities on site at the ECA office.

The SBC Campaign Manager will oversee the development, implementation, and evaluation of the two campaigns mentioned above. The role involves strategic planning, coordination, and execution to ensure the campaign meets its goals and achieves measurable impact.

The SBC Campaign Manager will be supported by a local Creative Director who worked on previous phases of the project. They will also work with a remote team of MAGENTA international experts including a team lead, a senior SBC advisor and a programme officer and a M&E team.

Responsibilities

The SBC Campaign Manager will be the face of the project in Abu Dhabi, interacting with a variety of actors at senior levels from ECA and their government partners.

He/she will lead on all aspects of stakeholder engagement, participating in all meetings with ECA and their partners, facilitating workshops and events in Abu Dhabi and overseeing all aspects of campaign design and execution.

Research and Analysis:

• Review existing research to understand the target audience, including their behaviors, attitudes, and media consumption habits.
• Analyze data and insights to inform campaign strategies and messaging.
• Map out existing ECA strategies, programmes and priority messages to be included in campaigns to ensure internal alignment.

Campaign Strategy and Planning:

• Design strategic communication plans aligned with the campaign’s objectives.
• Develop the creative brief and select an appropriate production agency
• Provide guidance to the production agency and oversee the development of creative and compelling campaign materials, including messages, visuals, and multimedia content.

Engaging the community:

• Conducting workshops for parents, using public facilities like libraries, parks

Implementation and Coordination:

• Coordinate with internal teams and external stakeholders, including community leaders, partners, and media outlets, to ensure effective dissemination of campaign messages.
• Work with the production house to guide them during the implementation and oversee the production and distribution of campaign materials across various channels.
• Identify collaboration opportunities with stakeholder (government & private) to maximize the reach to the public, like AD Sports Council to organize series of activities in AD emirate or Department of health to promote the messages in the hospitals and clinics.
• Drive partnership & collaboration with media: meeting with media outlet, influencers & journalists to orient them on campaign key messages, sensitivities and ethical issues.

Monitoring and Evaluation:

• Set measurable goals and regularly assess the impact of the advocacy and awareness efforts.
• Analyze campaign data and metrics to assess impact and effectiveness.
• Make data-driven adjustments to optimize campaign performance.
• Participate in evaluating the effectiveness of the campaigns to learn what worked well and what could be improved for future campaigns.

Reporting and Compliance:

• Prepare detailed reports on campaign progress, outcomes, and lessons learned.
• Ensure compliance with project objectives, donor requirements, and organizational policies.
• Manage the campaign budget, ensuring efficient use of resources.

Requirements and Competencies

Requirements:

• Educational Background:
  • Bachelor’s degree in Communications, Marketing, Social Sciences, Public Health, or a related field. A Master’s degree is preferred.
• Experience:
  • Minimum of 5 years of experience in managing social and behavior change campaigns or related initiatives in the UAE or similar context.
  • Proven track record in designing, implementing, and evaluating SBC campaigns.
  • Understanding of SBC programming and how it can contribute to improving ECD outcomes in Abu Dhabi
  • Experience working with diverse stakeholders, including community groups, media outlets, and partners.
  • Demonstrated experience in project management and budget management.
  • Understanding of early childhood development is a plus.
• Technical Skills:
  • Strong understanding of social and behavior change theories and practices.
  • Proficiency in strategic communication planning and implementation.
  • Experience with digital and traditional media channels.
• Language Proficiency:
  • Excellent written and spoken proficiency in both English and Arabic.

Competencies:

• Critical thinking
• Interpersonal skills:
• Ability to think critically and strategically about communication and behavior change.
• Creative thinking to develop compelling and innovative campaign materials.
• Strong project management skills, including planning, execution, and monitoring.
• Ability to manage multiple tasks and prioritize effectively.
• Strong analytical skills to interpret data and derive insights for campaign optimization.
• Ability to engage and influence a wide range of stakeholders.
• Strong interpersonal skills and the ability to work collaboratively in a team.
• Cultural Sensitivity:
  • Awareness and sensitivity to cultural differences and the context of the UAE.
  • Ability to tailor messages and approaches to be culturally appropriate and effective.
  • Good sense of humour, personable and demonstrated ability to build networks.
• Flexibility and Adaptability:
  • Ability to adapt to changing circumstances and manage uncertainties.
  • Ability to work independently with a remote international team