IOM Public Communication Campaign Toolkit

Cantidad de páginas: 
88
ISBN: 
978-92-9068-824-2
E-ISBN: 
978-92-9068-825-9
Año: 
2020
Disponible en French, Spanish
Electrónica copia única
Resumen Descriptivo: 

IOM has a long-standing track record in delivering effective public communication campaigns to support migrants and migration processes. This practical and cross-cutting toolkit draws on the Organization’s extensive experience and knowledge in this field, offering guidance and tools to strengthen the design, delivery and evaluation of migration communication campaigns. The guidance places strong emphasis on participatory and inclusive approaches to increase interaction with audiences and involve them throughout the campaign cycle.

The toolkit is designed to support IOM staff and other migration professionals responsible for public communication campaigns in complex settings who are, perhaps, new to this area of work. It provides a useful introduction to the many approaches to produce awareness-raising, behaviour change and information campaigns in migration contexts. 

Índice: 
  • 1. INTRODUCTION
    • What is a public communication campaign?
    • Why are guidelines necessary?
  • 2. PRINCIPLES, COMMITMENTS AND APPROACHES
    • Global partnerships
    • Data and policy
    • Protection: Do no harm
    • Informed consent
      • IOM Community Response App
    • Participation and collaboration
      • Feedback Mechanisms
    • Communication approaches
      • Communication for development
      • Information, education and communication
      • Social and behaviour change communication
      • Figure 1: Influences on human behaviour
  • 3. STRATEGY AND PLANNING
    • Context analysis
      • Figure 2: SWOT analysis
      • Template: PESTLE analysis
    • Problem tree analysis
      • Figure 3: IOM problem analysis tree
    • Information and communication assessment
      • Template: Communication infrastructure assessment
      • Template: Information needs assessment
    • Audience insight
    • Message design
      • Developing messaging
      • Pretesting
      • Figure 4: Pretesting steps
      • Working with a public relations company, creative agency or consultant
      • Setting the budget
      • Selecting the right provider
      • Writing a request for proposal or creative brief
      • Template: Request for Proposals
  • 4. IMPLEMENTATION
    • Donor visibility and branding
    • Social media
      • Videos
      • Table 1: Video dimensions for social media
      • Figure 5: Key steps to ensure social media works for the campaign
      • Interacting with audiences
      • Branding
      • Creating a hashtag #
      • Template: Social media content calendar
      • Crafting messaging
      • Case Study: Holding On Campaign
    • Digital content
    • Working with media
      • Media outreach
      • Template: Media engagement plan
      • Paid media
    • Approaching influencers
    • Partners and stakeholders
      • Template: Stakeholder power / interest analysis
    • Creative ideas
      • Examples of creative IOM communication campaigns
  • 5. MONITORING AND EVALUATION
    • Overview
    • Definitions
    • Theory of change
    • Logical Framework / IOM Results Matrix
      • Figure 6: Vertical logic for IOM Results Matrix
      • Figure 7: IOM Results Matrix
    • Indicators
      • Table 2: Communication campaign indicators
    • Impact evaluations
  • 6. ANNEXES
    • Pestle analysis
    • Communication infrastructure assessment
    • Information needs assessment
    • Social media content calendar
    • Media engagement plan
    • Stakeholder analysis