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Consultant – Behavioural Change Communication

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Consultant – Behavioural Change Communication

Term of Reference

Position Name: Consultant – Behavioural Change Communication- EmpowerHer
Reporting Line: Project Manager
Tenure: 5 Months (November 2026 – March 2027)
Positions: 01
Location: Odisha

About PCI India

PCI India, a registered Indian society, has been working in India for the past 28 years. We drive interventions to transform the lives of communities at scale by solving complex development problems. In the past year, PCI India reached more than 2 crore (20 million) people across 200+ districts in 23 states.

About the Project

PCI India, in partnership with the Odisha Livelihoods Mission (OLM), is developing EmpowerHer, a phygital ecosystem to help SHG women access livelihood information and entitlements and build their digital, financial and entrepreneurial capabilities. The ecosystem includes a women’s mobile app, an LMS with Odia-language learning content, AI-enabled query support, and dashboards used by CRPs and OLM staff. The initiative aims to reach 1 lakh+ women through 2,500 CRPs across Ganjam, Keonjhar and Khordha.

PCI seeks a BCC Consultant to help shape the user experience and learning approach, and to provide independent, user-centered reviews as the EmpowerHer ecosystem is designed, developed and tested.

Roles and Responsibilities: –

  1. Understand users and desired behaviours: Review available project materials and consult a sample of SHG women, CRPs and relevant PCI/OLM staff. Identify users’ needs, barriers to adoption, priority behaviours and likely points of drop-off.
  2. Shape the user journey and learning experience: Recommend a clear end-to-end journey across onboarding, raising and tracking queries, using the AI assistant, and accessing LMS content. Advise how learning should be split between CRP-facilitated SHG meetings and self-paced use. Help structure the learning modules across livelihoods, entitlements, digital literacy, financial literacy and safe internet use.
  3. Guide content development: Prepare a concise content/design brief for the content agency, covering audience, behaviour objective, format, tone, length, accessibility and Odia/English requirements. Develop up to four sample scripts (one per agreed learning stream) to demonstrate the expected approach. The agency will develop the remaining content.
  4. Review the digital ecosystem as it is built: Review key app journeys and screens, LMS content, AI-assisted interactions, dashboard views, and relevant CRP training materials from a BCC, usability and user-experience perspective. Provide prioritized feedback that distinguishes required changes from recommendations.
  5. Support user testing and adoption: Conduct an initial usability check with 8–10 women before build finalization. Develop a simple protocol for the larger user acceptance test (UAT) with 300–500 women, review the findings and recommend improvements. Propose practical ways for CRPs to introduce the platform, build trust and sustain use through SHG meetings.

Key Deliverables:

# Deliverable What it should cover
D1 User and behaviour insight note Priority users, needs, desired behaviours, adoption barriers and drop-off points.
D2 User journey and learning plan End-to-end journey and LMS module outline, including the role of CRPs and self-paced learning.
D3 Content/design brief and sample scripts Brief for the content agency and up to four sample scripts in Odia and English.
D4 Review framework and review notes A concise review checklist and written feedback at agreed design/content checkpoints.
D5 Usability testing note Findings from testing with 8–10 women, with recommended changes.
D6 UAT and adoption recommendations UAT protocol for the 300–500-woman test, review of findings, and practical adoption recommendations. PCI team will conduct the field UAT.
D7 Final handover note Key lessons, unresolved risks and recommendations for the next iteration.

 

Roles & Reporting: –

  • The consultant reports to the Project Manager and works closely with the Capacity Building Manager, M&E Officer and technical team.
  • All instructions to the content agency and technology partner will be routed through PCI. The consultant may join PCI-led review meetings to explain recommendations.
  • Out of Scope: The assignment does not include building the digital platform or dashboard; producing all learning content, videos, games or translations; conducting the larger field UAT; delivering CRP training; or validating the technical performance or accuracy of the AI model. The consultant’s role is advisory and focused on BCC, usability and user experience.
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