Strategic Social Change
Helping communities solve intractable problems.
Building local agency. Achieving lasting change.
Social connection has the power to effect change. Real, lasting change. The kind of change that heals divisions, helps people make better choices, improves lives, and uplifts whole societies.
Who we are
We’re social strategists, intent on empowering communities to solve critical issues in some of the most challenging places on earth.
We have the access, resources, knowledge, experience, practical capabilities, and, most importantly, the appetite to make real change happen. We’ve helped foster urban and societal renewal in some of the most challenging societies on earth.
Over the course of two decades, working with like-minded social investment partners, we have successfully delivered projects throughout Africa, the Middle East, Southeast Asia, and South and Central America.
We effect change through a broad-based approach that draws in diverse strands of society and multiple stakeholders. Working with existing local networks and cultural infrastructure, we are adept at bringing together different demographics and, often, opposing political and ethnic factions, helping them unearth common ground and shared purpose.
Deploying community-based interventions and campaigns, and utilizing new and traditional media, we focus on the root causes of conflict and crisis – going right to the heart of a society’s seemingly intractable problems.
Ultimately, we’re interested in long-term transformation. We focus on capacity-building and sustainable solutions, igniting local capabilities to create lasting change.
Amaia is an international collective of:
Social change strategists, storytellers, technologists, financiers, scientists, social entrepreneurs, humanitarians, and researchers – change-makers invested in building a better world.
Digital marketers, media professionals and communications specialists –subject matter experts with a passion for problem-solving.
Businesses, NGOs and civil society organizations – forward-thinking institutions who share our values and our vision, and who support our work.
Our Approach
By understanding the social and psychological effects of conflict, political turmoil, and trauma – and how they affect personal identity and agency – Amaia supports individuals and communities to strengthen connection, cohesion, human rights, economic prosperity, and responsible governance.
Our approach is a psycho-social one. We understand that conflict and the political environment affect an individual’s experience, context, personal narrative and sense of identity – from which emerge the conscious and unconscious choices that direct human behavior. We see evidence that the aggregated micro-choices made by large numbers of individuals within a community create shifts in social norms which result in societal behavior change.
Using this rubric, we work with local stakeholders to design strategies that address the root causes of issues. These strategies harness traditional and digital communications, dialogue, interventions, grassroots-awareness and education programs, and senior stakeholder engagement. Our work is community-driven, supported by robust research, rigorous monitoring and evaluation that delivers results that endure beyond donor funding.
Partnering with values-aligned businesses, civil society groups, NGOs, and other stakeholders, we support stabilization and national development, focusing specifically on community-building and behavior change in support of conflict mitigation, post-conflict recovery, and environmental renewal.
We’re adept at ensuring CSR spending extends beyond mere reputation burnishing and is channeled towards endeavors that improve people’s lives and bring lasting benefits to communities and businesses.
While we’re global in outlook, we customize our solutions in line with local context and culture. Working at a grassroots level, alongside regional and community leaders and influencers, we tackle challenges from the ground-up, deploying communication campaigns and data-driven strategies to foster an environment in which people can flourish.
Our Capabilities
record – to make a real difference in the countries where we operate.
Insight and Understanding
Conducting in-country research, psycho-social target-audience analysis, and in-depth political, socio-economic, cultural and conflict analysis.
Strategy Development
Designing data-driven strategies that create social connections to support stabilization and transition programming, environmental renewal, peace-building efforts, economic prosperity, and good governance.
Media Campaigns
Creating ‘edutainment’ programs, digital content, influencer outreach, graphic design, poster campaigns, social media campaigns, animation, op-eds, long-form journalism, public service announcements, apps, docuseries, and more.
Community Engagement
Working with local civil society organizations, entrepreneurs, and stakeholders to develop the capability to design, implement, and monitor activities at a local level – providing opportunities to embody the desired behavior change and build social connections and bonds in support of campaign objectives.
Security
Working with international and local security partners to deliver tailored solutions to mitigate crime and conflict.
Technology
Utilizing cutting-edge AI systems to support ongoing monitoring, evaluation and evolution of projects and programs.
Our Work
Mali and Benin
The Jigui project aims to strengthen the resilience of regional populations in Mali and Benin to stigmatising narratives and to reduce the vulnerabilities these narratives create which fuel inter-ethnic violence.
Drawing on stories of social cohesion, personal experience and direct engagement, the project raises awareness about the dangers of stigmatizing narratives. The project uses key communicators, trusted people and online influencers to create content and initiate activities that:
- promote coexistence, understanding and dialogue between different ethnic groups;
- highlight the benefits and importance of interdependence for the well-being of all; and
- inspire young people to positive engagement.
Somalia
Amaia supports the Federal Government of Somalia’s efforts to stem criminal and violent extremist financing operations and networks. Amaia provides training and infrastructure to the Ministry of Internal Security and the Somali National Police and supports the development of public engagement campaigns that empower citizens in the campaign against illicit finance activities.