Behaviour Change Communications Lead

Job Description

Location:

Experience:

Manages:

Role Overview :-

The Behaviour Change Communications Lead will drive the creation, execution, and continuous improvement of behaviour change and edutainment campaigns targeted at caregivers of 3–6-year-old children. You will lead a high-energy team to craft storytelling-led campaigns that translate the principles of the NEP 2020 into relatable, actionable, and culturally resonant content, empowering caregivers to support their children’s learning journeys.

You will oversee creative content development, production (visual, video, audio), cross-functional campaign management, and integration of SBCC (Social and Behaviour Change Communication) best practices, while building the capacity of team members and maintaining high-quality execution standards.

Key Responsibilities :-

1. Strategy and Leadership

● Develop and execute Rocket Learning’s behaviour change content and media strategy, ensuring alignment with NEP goals and caregiver needs.

● Build and manage campaign calendars, aligning media drops with programmatic priorities.

● Mentor and manage Media Associates and interns, building team capacity in creative writing, production, and SBCC.

● Coordinate with program, research, government, and tech teams for seamless campaign execution.

2. Content Development and Creative Direction

● Lead the ideation, scripting, and production of storytelling-led edutainment content (short videos, live-action explainers, posters, WhatsApp creatives).

● Ensure content is culturally relevant, accessible, and impactful, designed for low-resource caregiver contexts.

● Collect, synthesise, and incorporate caregiver insights through user research and feedback loops to refine content.

● Translate complex behavioural concepts into simple, engaging narratives and visuals that encourage parent participation in their child’s learning.

3. Media Production and Quality Control:

● Oversee media production pipelines, including script finalisation, voiceovers, video shoots, editing, and distribution.

● Use and guide team members on AI tools (e.g., Eleven Labs, Mid journey, Adobe Express, Canva) to improve production quality efficiently.

● Maintain high-quality standards for all collateral, ensuring relatability, accuracy, and creativity.

4. Monitoring and Optimisation

● Track campaign performance using defined metrics (reach, engagement, caregiver feedback, learning indicators).

● Analyse performance data to iteratively improve campaign effectiveness and relevance.

Requirements :-

1. Educational Background:

○ Master’s or equivalent in Mass Communication, Marketing, Development Studies, Education, or a related field.

2. Experience:

○ 5–10 years of experience in communications, creative content production, or SBCC, with a track record in behaviour change or education-focused campaigns.

○ Experience leading creative teams and managing end-to-end campaigns.

3. Skills and Attributes:

○ Excellent creative writing skills in Hindi (regional languages are a plus).

○ Demonstrated ability to translate complex concepts into simple, actionable, and engaging content.

○ Strong knowledge of SBCC frameworks (experience in early childhood or education SBCC is a plus).

○ Proficiency in visual and audio-visual content production workflows.

○ Empathy, cultural sensitivity, and a genuine passion for advancing education equity.

○ Strong project management, organisational, and leadership skills.

4. Technical Skills:

○ Proficiency in Canva, Adobe Express, or similar design tools.

○ Familiarity with AI tools for voiceovers and image generation (training can be provided).

○ Comfort with leveraging WhatsApp, YouTube, and social media platforms for campaign distribution.