Paola Gonzalez

At MAGENTA, we design, develop and deliver bold strategies based on robust behavioural models, local insights and rigorous data, creating enabling environments that allow people to thrive. Working across Asia, the Middle East, North Africa, West Africa, and Latin America and the Caribbean our teams are trusted partners and advisors to governments, donors and development agencies. Together, we work toward achieving long-lasting positive impact that improves people’s lives now and in the future. Integrating principles from behavioural economics, sociology, psychology and marketing, we utilise the latest behavioural models to analyse and solve social development challenges. Our organisation is deeply networked in the countries in which we operate, bringing a profound layer of understanding to our work, and complementing the science behind our approach. MAGENTA provides our partners with the following services, as part of either a 360-degree design approach or selected components of the campaign design cycle: • Formative Research - KAP studies, baseline studies, target audience research, media landscape assessments. • Strategy and Planning - Stakeholder consultations, planning workshops, strategy development, theory of change, media planning, campaign design, implementation plans • Creative Development - Overarching brand development, creative solutions • Content and Material Development - Public service announcements, edutainment (drama, reality TV), digital content, animation, graphic design • Campaign Management - Media buying, dissemination, media engagement, on-ground activations, event management • Technology and Digital - Phone Apps, website development, SMS solutions • Measurement & Evaluation - M&E planning, evaluation design and implementation, media monitoring • Capacity Building - Behavioural change communications training, media training