UNICEF is seeking partners to implement digital engagement initiatives that increase timely uptake of essential services across health, education, nutrition, and child protection sectors. The programme focuses on cross-sectoral priorities, including gender equality, youth leadership, emergency preparedness, and climate action. Partners will deliver SMS campaigns, rapid surveys, and actionable insights to improve service access, school attendance, health behaviors, and child protection outcomes.

About the Initiative

The UNICEF Digital Engagement Initiative aims to leverage targeted, data-driven digital strategies to improve access to essential services for children and caregivers. By using mobile communication and feedback systems, the programme seeks to strengthen health, education, nutrition, and child protection outcomes at the community level.

Focus Areas

The initiative addresses cross-sectoral priorities and key service areas:

Cross-Sectoral Priorities

• Communication for development

• Emergency preparedness and disaster risk reduction

• Gender equality and women’s empowerment

• Youth leadership and participation

Education

• Early childhood development

• General education and school enrolment

• Learning outcomes and adolescent skills development

• Safe learning environments

Health

• Child health and well-being

• Maternal and newborn care

• Immunization coverage

• Access to general health services

Nutrition

• Infant and young child feeding practices

• Malnutrition prevention and treatment

Child Protection

• Child protection systems and family reunification

• Gender-based violence prevention

• Crime and violence prevention

Social Policy and Advocacy

• Policy advocacy for children and families

• Social protection systems

• Multidimensional poverty alleviation

WASH and Environmental Objectives

• Hygiene promotion

• Natural resource management

• Environmental pollution mitigation

• Climate action and adaptation

Expected Outcomes

Partners are expected to achieve measurable outcomes, including:

• Improved caregiver and adolescent adherence to health behaviors and service schedules

• Increased school enrolment and attendance

• Safer and more inclusive learning environments

• Heightened awareness and prevention of violence against children

• Enhanced understanding of demand-side barriers to multisectoral services

Key Outputs

Digital engagement activities will include:

• Mobile coverage mapping

• Co-developed message banks and calendars in Tajik and Russian

• Up to 500,000 targeted SMS broadcasts

• Quarterly rapid SMS surveys and feedback channels

• Monthly insight reports with district-level recommendations for health, education, and social services

Reporting Metrics

Partners will report on:

• Delivery and reach of SMS messages

• Engagement rates, including keyword usage and service referrals

• Insights from rapid surveys

• Number and type of follow-ups triggered by insights

• User satisfaction and safeguarding referrals

• A final brief summarizing lessons learned for scale-up

How to Apply / Implementation Requirements

1. Develop a digital engagement strategy aligned with UNICEF objectives and local contexts

2. Co-create messages, surveys, and feedback channels with target communities

3. Deliver SMS campaigns and monitor uptake of services

4. Collect data on engagement and outcomes, and submit monthly insight reports

5. Provide a final brief summarizing results, lessons learned, and recommendations for expansion

Tips for Success

• Ensure messages are culturally relevant and linguistically accurate

• Incorporate feedback loops to adapt messaging based on rapid surveys

• Prioritize data privacy, safeguarding, and ethical standards in all communications

• Collaborate closely with health, education, and child protection stakeholders

• Focus on actionable insights that directly inform local service delivery

Frequently Asked Questions (FAQs)

1. Who can partner with UNICEF for this initiative?
Organizations with expertise in digital engagement, mobile communication, and child-focused services are eligible.

2. What sectors are covered under this programme?
Health, education, nutrition, child protection, social policy, and WASH/environmental initiatives.

3. What are the main digital activities?
Targeted SMS campaigns, rapid surveys, feedback channels, and monthly insight reports.

4. How is success measured?
By SMS reach, engagement rates, service referrals, survey insights, user satisfaction, and follow-up actions.

5. Are there language requirements?
Messages, surveys, and communication materials must be developed in Tajik and Russian.

6. What types of outcomes are expected?
Improved health behaviors, school attendance, safe learning environments, child protection awareness, and reduced barriers to services.

7. How will insights be used?
Insights inform local service delivery, multisectoral action, and program scale-up for better community outcomes.

Conclusion

The UNICEF Digital Engagement Initiative uses targeted, data-driven mobile strategies to improve uptake of essential services for children and families. By implementing SMS campaigns, rapid surveys, and actionable insights, partners contribute to better health, education, nutrition, and child protection outcomes, while strengthening community resilience and participation across Tajikistan and Russian-speaking regions.