Migration in West and North Africa and across the Mediterranean - Chapter 37

Assessing the impact of awareness-raising campaigns on potential migrants – What we have learned so far

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Information campaigns are not a new policy tool, but only in recent years has evidence slowly caught up with implementation in the field of migration. This chapter outlines the learnings of three comprehensive studies completed by the IOM Global Migration Data Analysis Centre on the impact and effectiveness of information campaigns on the risks of irregular migration. Some of the lessons so far include: (a) there is a clear need and demand for more and better information relating to migration among potential (irregular) migrants; (b) participating in awareness-raising events can have clear effects on potential migrants’ risk perceptions and intentions to migrate irregularly; (c) the cost advantage of online activities versus offline events is likely to be exaggerated; (d) campaign goals and effect sizes vary which highlights the need for discussion among implementers, researchers and donors about what success means for campaigns. Lastly, the chapter outlines a research agenda to tackle the many questions that remain.