Lead in-depth secondary research and needs finding on health conditions, caregiving behaviors, and socio-cultural contexts to define content direction.
Review and synthesize medical literature, behavior change frameworks, and program documents to identify communication gaps and translate them into actionable content strategies.
Apply a social and behavioral lens to content development, with sensitivity to gender dynamics, power relations, and cultural norms that influence caregiver behavior and health-seeking practices in communities.
Translate complex medical and programmatic content into simple, empathetic, and actionable communication for low-literacy, low-resource settings.
Develop content strategies and messaging that promote healthy behaviors, rooted in behavioral insights and user understanding.
Own and oversee the development of culturally sensitive, audience appropriate content across formats such as flipcharts, handouts, WhatsApp messages, IVRS scripts, audiovisual tools, and interactive games.
Lead prototyping and field testing of communication tools, synthesize user and field staff feedback, and drive content refinement based on insights.
Coordinate with medical, implementation, product, design and research teams to ensure content accuracy, relevance, and alignment with broader program goals.
Manage timelines, feedback loops, and version control across multiple concurrent projects, ensuring high-quality delivery with minimal oversight.
Mentor and review the work of the Associate Manager, Creative Content, providing direction, feedback, and support for their professional growth.
Document key processes, creative approaches, and learnings to support team knowledge sharing and improve future communication products.
WHO WE ARE LOOKING FO
Experience of 5-7 years in copywriting or creative content writing for public health or development communication initiatives, with a strong understanding of community engagement, social behavior change, and gender-sensitive approaches
.Prior experience of working on communication campaigns for NGOs, Multi/bi-lateral agencies, Development sector, Centre or State Government is essential
.Demonstrated ability to independently lead projects from research and brief development through to final content delivery, across multiple formats and stakeholder environments
.Graduate/Post-Graduate with Degree/ Post Graduate Diploma in Mass Communication, Marketing, Advertising, Behaviour Change Communication, Journalism, English/Hindi Literature, Public Health, or any other related field
.Excellent creative writing skills in English/Hindi or any other Indian language to draft copy for health communication collaterals
.Proficiency in any other Indian language i.e. Telugu/ Kannada/ Punjabi/ Marathi/ Tamil will be a plus
.Outstanding communication skills and ability to work seamlessly as part of a diverse team including designers, analysts, and educators from India and overseas
.Sharp attention to detail while drafting, editing, reviewing and finalizing content across multiple concurrent projects
