Behavioural Sciences Expert

Time Commitment: Full-time (40% dedicated to Addis Ababa SPMO, 60% to the African Center for Early Childhood Development

Introduction and Background

Early Childhood Development (ECD) is a critical foundation for human capital development, with profound impacts on individual well-being and societal progress. The Addis Ababa Special Program Management Office (SPMO) is dedicated to implementing comprehensive ECD programs across five key pillars, aiming to foster optimal development for young children and families in the city. Concurrently, the African Center for Early Childhood Development serves as a hub for strengthening the ECD workforce, expanding research, advocating for integrated approaches, promoting consistent standards, and increasing public awareness across Ethiopia and Africa.

Starting in 2019, initial steps have been undertaken to support the integration of behavioural sciences into ECD in Addis Ababa. A small working group worked to: (i) define key priority behaviours of emphasis in the Addis context, based on a review of literature and existing baseline data; (ii) agree on indicators for the measurement of these indicators; (iii) conduct formative research and develop communications materials to support adoption of these behaviours.

Recognizing the pivotal role of human behavior in the success and sustainability of ECD initiatives, both the SPMO and the African Center for Early Childhood Development seek to integrate cutting-edge behavioural science insights and methodologies into their core operations. This Terms of Reference outlines the scope of work for a Behavioural Sciences Expert who will provide specialized technical support to both entities, working to ensure alignment in both Addis’ and national ECD efforts.

Purpose of the Assignment

The Behavioural Sciences Expert will be responsible for strategically integrating behavioural science principles, insights, and methodologies into the design, implementation, monitoring, and evaluation of ECD programs under the Addis Ababa SPMO and the key components of the African Center for ECD. The goal is to enhance the effectiveness, reach, and sustainability of ECD interventions by understanding and influencing the behaviors of key stakeholders, including parents, caregivers, service providers, policymakers, and communities in current city programs and the scaling of these efforts across the country.

Scope of Work and Responsibilities

The Behavioural Sciences Expert will divide their time equally (40/60) between the Addis Ababa SPMO and the Center of Excellence, Innovation and Learning for Early Childhood.

3.1. Support to Addis Ababa SPMO (40% Time)

The expert will ensure that behavioural elements (insights, strategies, and M&E frameworks) are systematically integrated into the five program pillars, building on the earlier work referenced above:

Parental Coaching:

• Support continued identification of key behavioral barriers and facilitators for parents/caregivers adopting positive parenting practices, as well as for program staff to adopt more effective and play-based parent coaching approaches.
• Design behaviorally-informed communication strategies and intervention components for the coaching program, as well as for program staff behavior change.
• Develop tools and metrics to measure behavioral change outcomes among parents/caregivers and program staff.

Integrated ECD Services in Health Centers:

Analyze behavioral drivers for uptake and adherence to ECD services by families in health centers, as well as health staff relevant behaviours

(recruitment/outreach, coaching/advising, follow-up and referral, etc.).

• Propose behavioral nudges and communication strategies to improve service delivery and utilization by health workers and families.
• Contribute to M&E frameworks to track behavioral indicators related to service access and quality.

Day Care:

• Assess behavioral factors influencing enrollment, attendance, and engagement in day care settings.
• Advise on behaviorally-informed approaches to enhance the quality of interactions between caregivers and children.
• Support the development of M&E tools for behavioral outcomes in day care.

Pre-Primary School:

• Identify behavioral insights to improve school readiness, attendance, and parental engagement in pre-primary education.
• Recommend strategies to foster positive learning behaviors in children and supportive behaviors in educators.
• Assist in designing M&E indicators related to behavioral aspects of preprimary education.

Outdoor Play (Playgrounds and Closed Streets):

• Understand behavioral motivations and barriers for children and families utilizing outdoor play spaces including playgrounds and closed streets.
• Suggest behaviorally-informed design elements and community engagement strategies to promote active play and safe environments.
• Develop M&E approaches to assess the behavioral impact of outdoor play initiatives.

3.2. Support to the African Center for ECD

The expert will integrate behavioral science into the key components of the AfC-ECD:

Strengthening ECD Workforce Capacity:

• Apply behavioral insights to design more effective training programs and capacity-building initiatives for ECD professionals. o Identify behavioral levers to encourage adoption of best practices and continuous professional development among the workforce.
• Develop M&E strategies to assess the behavioral impact of capacity-building efforts on service quality.

Expanding Research and Building a Robust Evidence Base:

• Advise on incorporating behavioral science methodologies into ECD research design, including experimental and quasi-experimental studies.
• Support the development of research questions that explore behavioral determinants of ECD outcomes, drawing on indigenous knowledge and culturally relevant approaches.
• Contribute to the analysis and interpretation of research findings from a behavioral perspective.

Advocacy for Multisectoral and Integrated Approach:

• Utilize behavioral science to develop persuasive advocacy messages and strategies to influence policymakers and diverse stakeholders.
• Identify behavioral barriers to inter-sectoral collaboration and propose solutions to foster greater integration in ECD programming.
• Support the AfC-ECD in communicating the importance of ECD through behaviorally-informed campaigns.

Supporting Consistent Standards Across ECD Services:

• Apply behavioral insights to promote adherence to ECD quality standards among various service providers. o Design communication and implementation strategies that encourage consistent application of guidelines and best practices.
• Contribute to monitoring mechanisms that track behavioral adherence to standards.

Increasing Awareness and Understanding of ECD Importance:

• Develop behaviorally-informed communication campaigns and public awareness initiatives to shift perceptions and encourage engagement with ECD. o Identify target audience segments and tailor messages based on their behavioral drivers and barriers.
• Design M&E frameworks to measure the behavioral impact of awareness campaigns (e.g., changes in attitudes, intentions, and actions).

Desired Candidate Profile

The ideal candidate will possess a strong blend of academic expertise in behavioural sciences and practical experience in applying these principles to development contexts, particularly in early childhood development or related social sectors.

Education:

• Advanced degree (Master’s or PhD) in Behavioural Economics, Social Psychology, Cognitive Science, Social & Behaviour Change, Communications, Public Policy with a strong behavioural science focus, or a closely related field.

Experience:

• Minimum of 6-8 years of progressive experience in applying behavioural science insights to real-world challenges, preferably in public health, education, social development, in one or more African countries.
• Demonstrated experience in designing, implementing, and evaluating behavioral interventions.
• Experience working in diverse cultural contexts, with a preference for experience in Ethiopia or sub-Saharan Africa region.
• Familiarity with early childhood development programming and policy is highly desirable.
• Experience in capacity building and training.

Skills and Competencies:

• Expertise in Behavioural Science Methodologies: Strong understanding of behavioral theories, frameworks (e.g., COM-B model, EAST framework, Nudge theory), and research methods (e.g., randomized controlled trials, quasi-experimental designs, qualitative research).
• Analytical Skills: Ability to conduct rigorous behavioral diagnostics, analyze complex data, and translate insights into actionable recommendations
• Communication Skills: Excellent written and verbal communication skills, with the ability to convey complex behavioral concepts to non-technical audiences.
• Collaboration and Interpersonal Skills: Proven ability to work effectively with diverse stakeholders, including government officials, academics, practitioners, and community members.
• Problem-Solving: Strong critical thinking and problem-solving abilities, with a results-oriented approach.
• Adaptability: Ability to adapt to evolving program needs and work effectively in a dynamic environment.
• Language: Fluency in Amharic, English (oral and written), Afan Oromo and other African languages is an asset.