JOB PURPOSE: Help achieve measurable human rights impact in the region through strategic development of campaign and communication materials that reflect and promote Amnesty International’s goals, objectives and messages. Ensure regional objectives, audience needs and priorities are reflected and implemented, where appropriate, at the global level. Support and advise local sections and members on communications and content production appropriate to their target audiences and Amnesty objectives. Liaise between local activists and Sections and the IS. Provide communications training and collaborate with local partners.
DEPARTMENT PURPOSE: The Programme is the home of the International Secretariat’s Design Studio, Editorial Studio and Audio Visual production and resources (the exact make-up of which is under review). Its primary purpose is to be a global resource for the movement, providing and promoting engaging human rights content across all media and all platforms. It will bring three specific areas of communications expertise together to:
- Bring about human rights change by creating cross-platform, nimble, communication solutions for the organization’s strategic campaign, communication and business goals;
- Support the Movement’s growth and impact by spear-heading a user-centred approach to content generation in the IS, as opposed to output-centred. This means integrating all content types - stills, audio, video, text – into one programme and ensure the intended audience is constantly positioned as the focal point of the Programme’s output.
- Lead all communication strategies and multimedia content developed through the Creative Lab.
- Work collaboratively with colleagues in Regional Hubs, Sections, Research, Campaigns, Law and Policy, Fundraising, Language Resources, Global Production Services and the Brand Unit, to build and maintain a truly global, multimedia, Story Server for the organization.
- Develop and lead effective Content and Editorial strategies for Amnesty International that embed Global Identity and Tone of Voice in all we produce.
- Develop user personae and supporter journeys for fundraising, activism, and all forms of audience engagement.
AIIS PURPOSE: The International Secretariat, which operates from a number of sites around the world, gathers and communicates accurate and action-oriented human rights information globally. We campaign for meaningful human rights change; enable effective human rights activism and work to persuade governments and other actors to uphold universal human rights standards. We provide strategic leadership, support and advice to the Amnesty International movement globally, fostering Amnesty International’s contribution, presence and public accountability throughout the world.
WORKING RELATIONSHIPS: Reporting to: Regional Director, SEAPRO Posts that this job manages: The Regional Content Manager manages vendors, volunteers and freelancers Other key relationships: Regional Global Campaigner, Regional Media Managers, Regional Content Managers in other hubs, local Sections and structures, national offices, colleagues in the London hub, including but not limited to the Global Content Programme.
Useful Information: Location: Bangkok, Thailand
MAIN RESPONSIBILITIES:
- Work with Regional Media Manager to set the strategic communications direction for the hub, ensuring all campaigns and communications messages are communicated in a manner suitable and relevant to the appropriate audiences.
- Work with researchers, campaigners and the Regional Media Manager to deliver high-quality, locally relevant communications strategies and materials in support of the regional campaign, advocacy and communication objectives.
- Lead the development of a suite of target regional audiences. Use regional expertise to set strategic direction on this audience segmentation, and provide expert advice to hub colleagues and Sections and structures on how best to use the appropriate digital or other channels to target each segment.
- Lead on communications capacity building in Sections and structures, and for all AI activists in the region; providing training and ongoing support at the level needed; from advice on appropriate content format for relevant digital channel to developing communication strategies from start to finish.
- Develop regional communications initiatives that support collaborations between sections and the regional hub.
- Work with the Media Manager to develop communications strategies, plans and initiatives that support fundraising and growth aims and objectives in the region.
- Work with the Regional Media Manager to ensure all content, campaigning and social media work contributes to building a consistent digital estate and diminishes audience overlap between Amnesty IS, Sections and structures.
- Feed the regional perspective into the Global Content Programme in London to ensure creative, strategic and planning processes of the Campaigns and Communications directorate reflect regional content priorities.
- Develop integrated supporter journeys – online and offline – and work with colleagues to ensure all campaigning, communications and fundraising work carried out across the region for those supporters, by hubs, sections and structures, has a seamless narrative and clear sign-posting.
- Identify and tell the story of people on the ground: interview (for text, video or audio) people who may be vulnerable, and have awareness of security issues around the publications of these materials.
- Work with colleagues in the Global Content Programme in London to help shape creative content to brief, from the organization’s ‘Creative Lab’ (which develops communication strategies and briefs for strategic campaigning work).
- Work with audience and engagement experts in the Global Content Programme in London to develop effective social networks for the region that can feed into global or other regional conversations where necessary, for facilitating conversation and activism. Work with the Regional Media Manager to effectively manage the social media channels for this purpose.
- Capture and share the innovative work of Sections in the region for a wider internal and external audience, engage with regional centres of expertise and promote their work throughout the Movement, including by:
- Contributing to and syndicating content from the Global Content Server managed by the Global Content Programme.
- Support other colleagues to help facilitate an internal global ‘market’ for digital platforms and tools.
- Work closely with the Global Content Programme and Brand Unit to ensure all communication outputs in the region promote Amnesty International’s key messages, and encompass all elements of our Global Identity and Tone of Voice. Work with Publishing Strategy team in London to deliver editorial content for the annual Amnesty International Report (on the state of the world’s human rights).
- Build up a pool of regional contacts, freelances and volunteers to ensure production of materials to high standards and in a cost effective manner.
- Develop and grow regional member publications and spaces for engagement
WHAT DOES SUCCESS LOOK LIKE IN THIS JOB? Year One:
- Working with Sections, the audiences in the region will have been mapped, clarified and segmented. And this information shared with the Global Content Programme in the London hub.
- The regional aspect of any Global Communications Strategy for Campaigns relevant to the region will have been developed and initiated with Deputy Director of Campaigns and Regional Media Manager.
- The Content Manager (RCM) will have contributed to the development and delivery of Amnesty International’s Editorial and overarching Campaign and Communication strategies.
- The RCM will have worked with Senior Editor responsible for International Members campaigning magazine Wire, and the head of International Membership in London, to flesh out the role of the Regional Hub in development and delivery of materials for international members – regionally relevant in digital and print.
- Impact monitoring and evaluation systems for regional communications will have been developed and operationalized by the RCM and Regional Press Officer, working with the Deputy Director of Campaigns, Regional Digital Manager, local Sections, and Global Content Programme and Brand Unit in London.
- The RCM will have developed and be managing a network of volunteer contributors and freelance writers across the region.
- The RCM will contribute to a cross-region editorial and communications community – liaising with Content Managers in other Regional Offices and Comms professionals in Sections, National Offices, sharing lessons and audience experience; posting stories on the Global Story Server, managing use of stories within region, and promoting sharing and syndication.
- Sections will have increased communications capacity, are able to reach more people and increase their visibility.
- Regional activists have more communications capacity.
- Content is better exchanged and integrated (regional to global, global to regional, region to region etc).
- Materials are suitable/tailored to suit various regional audiences in terms of languages, style and content.
Year two (Year One plus):
- The Content Manager will be supporting and liaising with AI national Sections and partner organizations in their campaign communications and, with other C&C colleagues in the hub, facilitate information sharing, good practices and debate across the movement to further the implementation of the organization’s objectives.
- Locally relevant stories will be promoted to regional social communities, networks and information subscribers, to increase engagement and information / messaging dissemination.
- Content-provision, capacity-building and networking and dissemination activities in regional Sections and structures will be initiated, promoted and executed.
- All work will be co-ordinated with Sections in the region.
- Excellent writing and verbal communication skills – creative and factual. With substantial experience across different media, involving audio-visual and other non-text-based materials.
- Ability to convey complex information in a straightforward, interesting and motivating manner.
- Solid/advanced work experience at a similar level, leading communications strategies in the NGO or private sector.
- Proven knowledge and experience of working with regionally relevant digital platforms and tools.
- Proven knowledge of communication security, including digital security.
- Ability to analyze content (value, nature of structure, organization, syndication opportunities).
- Experience in developing content for use across multiple digital channels languages and territories, with a solid understanding of audience needs on each.
- Experience of co-ordinating the work of different teams, setting up processes, implementing change, and understanding conflicting priorities to deliver communications solutions, and of collaborative working, especially under pressure.
- Demonstrable expertise in use of social networks within an organizational context, particularly for campaigning purposes.
- Proven ability to work fluently with publishing systems and software for digital and print – such as Adobe Creative Suite – and an understanding of video/photo editing software would be desirable.
- Good strategic thinking and process, and an understanding of how communications can work in a campaigning organization to bring human rights change, including a demonstrated understanding of the role of different communication approaches, models and tools to advance campaign objectives for diverse audiences.
- Good understanding of social networks and other communications platforms across the South East Asian and the Pacific region, and an ability to tailor content to local audiences.
- Experience of effective management of resources.
- Experience of negotiation and ability to communicate effectively within a large and culturally diverse organization.
- An understanding of, and willingness to work within participatory methodologies and approaches.
- Fluent English is essential; knowledge of one or more regional languages desirable.
- Experience in training and / or facilitating workshops is desirable.
HOW YOU WORK:
- Delivering results – level C/B
- Working with others – level C/B
- Developing oneself and others – level B
- Contributing to a dynamic and effective International Secretariat – level B
- Making decisions – level B
- Taking the initiative – level C
- Communicating and influencing – level C/B
- Salary: $ 63,335
Public or other activity, affiliation to or support for any group or organization, personal association or other factor which may generate a real or perceived conflict of interest with Amnesty International’s principles (specifically independence and impartiality), or raise a security concern, or otherwise prevent the candidate from carrying out key functions of the specific post and would therefore disqualify the candidate from being appointed.