Senior Manager – Advocacy Communication and Social Mobilization - National Technical Support Unit (ACSM-NTSU)

  • The Union
  • Job Reference Code: SMACSM-NTSU-UNION
Last date of application
 25-Jan-23 23:59 HR


Senior Manager – Advocacy Communication and Social Mobilization - National Technical Support Unit (ACSM-NTSU), The Union, New Delhi


1. POSITION(S) VACANT: Senior Manager – Advocacy Communication and Social Mobilization - National Technical Support Unit (ACSM-NTSU), The Union, New Delhi



The International Union Against Tuberculosis and Lung Disease (The Union) is an international scientific organisation headquartered in Paris, France. Established in 1920, The Union’s goal is to promote national autonomy within the framework of priorities of each country, by developing, implementing, and assessing anti-tuberculosis, lung health and non-communicable disease programmes, as well as other public health issues.

The Union has been working to improve health for people in low and middle-income countries, by conducting scientific research, and working with governments and other agencies, to translate research into better health for people around the world, and delivering projects directly in the field, driving change to ensure the best quality care.

About The Project

Tuberculosis (TB) is one of the major public health challenges for India. Each year, it is estimated that over 26 lakh new TB cases emerge in India, with an estimated 4.45 lakh people succumbing to the disease annually. Recognizing the public health threat posed by the disease, the Honourable Prime Minister, called for the prioritization of the disease and committed to eliminating TB by 2025, five years ahead of the Sustainable Development Goal target of 2030. In line with the Honourable Prime Minister’s vision, the Central TB Division, Ministry of Health and Family Welfare, launched a National Strategic Plan for TB Elimination (2017-25), marking a paradigm shift in the prioritization of TB, shifting the focus of the program to a more patient-centric approach toward TB elimination.

In early 2021, the Honourable Union Minister for Health and Family Welfare, launched the TB Mukt Bharat Abhiyan – a people’s movement for a TB-free India – at central and state levels, to garner the participation and ownership of all stakeholders to achieve a TB-Free India by 2025.

To this end, a National Technical Support Unit (NTSU) on Advocacy, Communications and Social Mobilization is being set up in collaboration with development partners to support the Government of India’s efforts, both nationally and in states. The NTSU will help strengthen on-ground program delivery by employing various advocacy and communications approach to generate demand and create awareness of the services available under the TB program. The goal is to deploy creative and disruptive advocacy and communications strategies, and build large-scale public awareness and enable community mobilization towards a collective campaign, which is seamlessly linked to the program and service delivery on the ground.

As the nation progresses very rapidly towards TB Mukt Bharat, it is essential that all stakeholders come together towards delivering this goal, by supporting the National TB elimination Programme (NTEP) and CTD. Bill & Melinda Gates Foundation (BMGF) is supporting the National Technical Support Unit for Advocacy, Communication and Social Mobilisation towards creating a TB Jan Andolan to support a very significant contour of the programme. Towards this a team has been established – based in The Union Office, selected states and at the CTD premises.

This position of the Project Coordinator ACSM NTSU will largely be stationed at the CTD, acting almost as an extended ACSM team of CTD working with the officers and CTD consultants. In addition, the position will also be responsible for delivering evidence-based ACSM interventions, basis the requirement of the project and as advised by the Project Director.

Reporting to the Project Director, and as a key team member of the NTSU, the Senior Manager ACSM shall lead the roll out the Advocacy, Strategic Communications and Social Mobilization interventions through the project period, working closely with the Ministry of Health and Family Welfare (MoHFW), CTD, lead partners, the State level TSUs, and other stakeholders with an aim to providing comprehensive, high quality and timely ACSM support to execute TB Jan Andolan over 2022-24.

Key Job Responsibilities:
(1) Represent the NTSU as a technical ACSM expert with demonstrated in-depth knowledge and experience on the subject;
(2) Be an integral part of the ACSM team, advising the concerned officer/s at the Central TB Division (CTD);
(3) Represent the NTSU and the CTD in engaging with the Ministry of Health and Family Welfare (MoHFW) officers and consultants, as well as the office of the Union Minister for Health and Family Welfare;
(4) Conceptualise, implement and monitor impactful ACSM interventions regularly both at the central level as well as the state/district levels, and thereafter transitioning them to the government;
(5) Identify opportunities to conduct sustainable and scalable, proof of concept interventions in states/districts (pan India), plan and implement them, and thereafter advocate for a national launch for the same;
(6) Be the nodal person for  facilitating strategic ACSM interventions in at least two of the ACSM NTSU focus states;
(7) Develop and implement an intensive, sustainable editorial media engagement intervention (across leading media houses) at central and state/district levels to help raise the decibel levels on the TB narrative: Strategy, implementation, capacity building, measurement, convergence with PIB and IEC and media officers at MoHFW;
(8) Oversee the design, development, and roll out of evidence-based advocacy and communications tool-kits as well as SBCC interventions and IEC support materials for interventions related to workplace policy, media sensitization, orientation of elected representatives, social mobilization activities engaging SHGs, CSOs, TB survivors and champions, and engagement of private providers;
(9) Conceptualise and facilitate implementation and monitoring of intensive Jan Andolan campaigns on a quarterly basis, to be rolled out nation-wide;Develop and implement plans (from an ACSM perspective) with other ministries and government departments at the central level, as well at the state level;
(10) Develop and implement plans (from an ACSM perspective) with other ministries and government departments at the central level, as well at the state level;
(11) Facilitate development and implementation of communication interventions to ensure involvement and active participation of private sector practitioners towards a TB Mukt Bharat;
(12) Support and facilitate formation and engagement of ACSM advisory committees and working groups at the central and state levels;
(13) Establish pro bono partnerships across relevant stakeholders to increase the decibel levels on TB;
(14) Lead event management as required Document and disseminate program achievements and outcomes using a variety of communication tools and media channels, including but not limited to the project website, good practice case studies, video testimonials, brochures, and such like;
(15) Support states through their local partners and state TB cells, to facilitate adaptation of overarching campaigns to suit local contexts, and facilitate the development of decentralized communication action plans to support national campaigns;
(16) Develop and facilitate a process for coordination and reporting on ACSM interventions in the state and districts;
(17) Facilitate the TB Programme Newsletter as well as the ACSM NTSU Newsletter;
(18) In delivering the above, the candidate is expected to on-board appropriate agencies/partners by following The Union’s procurement process;
(19) Any other jobs related to ACSM, that may come up from time to time.



(1) Post Graduate University Degree in any field;
(2) PG in Communication/ Journalism, Health Communication or related field, shall be an advantage


(1) Minimum 12 years of relevant experience in Communications, preferably in the field of public health with government department, multinational corporation, reputed private organizations or NGOs;
(2) Experience of working with ministries and/or government departments for a minimum of two years, either as directly placed with them or supporting them extensively from the outside;
(3) Having worked on medium/large –scale government programmes, either at the central or state levels, requiring ACSM interventions;
(4) Knowledge and experience of having worked on ACSM interventions in Public Health programmes like HIV, Covid-19, Polio etc. Knowledge and experience of the TB Programme will be an added advantage;
(5) Experience of having engaged with 360-degree campaigns that have used multiple platforms, including broadcast media, digital media, social media, Interpersonal communication channels, as well as traditional media;
(6) Established linkages with civil society, media, and other relevant stakeholders
(7) Experience of working on editorial media engagement, PR and media events, to ensure reportage in leading publications, electronic and digital media;
(8) Proven experience of successfully representing organizations in terms of external-facing communications, media relations, handling publicity and dissemination of information;
(9) Experience in working in the Ministry site is desirable;

Skills and Competencies
(1) Excellent written and oral/ presentation communications in English, Hindi and Regional Languages;

(2) Ability and maturity to engage with and develop an effective working relationship with the officials at CTD, the Ministry of Health and Family Welfare and the office of the Union Minister for Health and Family Welfare;
(3) Ability and maturity to engage with highest levels of political and administrative leadership in the states and districts;
(4) Excellent negotiation and advocacy skills to interact with people at all levels in a multicultural and multi-disciplinary environment;
(5) Self-starter; Demonstrable capacity to work independently and in a team environment with strong self-motivation;
(6) Proficiency in MS office (Word, Excel, Access, PowerPoint, Outlook);
(7) Demonstrated technical skills in the areas of responsibility outlined above; specific skills in content development and media management;

(8) Ability to deliver against very stringent timelines, with very short turnaround times;
(9) Multi-tasking ability, Problem-solving attitude and resourcefulness to get the job done amidst all challenges;
(10) Ability to think out of the box and recommend thought through innovative ideas, assessing all risks and suggesting mitigation plans;
(11) Flexibility to take up any other jobs that may be assigned from time to time;

(12) Understanding of research and the use of evidence to inform campaign design and implementation, including ability to use data to make mid-course corrections in communications and advocacy related interventions;
(13) Managing and analyzing the effectiveness of media campaigns and digital presence and create engaging content to publish on various media outlets.


Gross compensation budgeted for the position is Rs. 23 lacs per annum. Please note that the offer made to the selected candidate shall be commensurate with qualifications, experience, and salary history.

6. LOCATION: The position will be based out of Central TB Division with permanent office at The Union




Strategic Alliance Management Services P Ltd.
1/1B, Choudhary Hetram House, Bharat Nagar 
New Friends Colony, New Delhi 110 025
Phone Nos.: 011- 4081 9900; 4165 3612


Eligible candidates interested in the position can apply using the link by or before January 25, 2023.