The world is full of communication campaigns, each competing for the attention of a particular audience and hoping to increase people's understanding and awareness of a topic. However, the creation of these campaigns usually follows institutional and one-dimensional communication lines that rarely incorporate real impact measurement mechanisms.

The International Organization for Migration has implemented processes under the Communication for Development (C4D) methodology in Mexico, Guatemala, Honduras and El Salvador to promote behavioral changes around migration issues. Based on this experience we have identified five key elements to create effective campaigns:

1. Base it on evidence

The core of communication strategies focused on social issues should not be the objectives of the organization or the perceptions of those who execute it, but the target audience. All decisions should be based on evidence or data that identifies the needs and characteristics of the population and their context. Research is at the heart of effective communication strategies.

In the case of C4D campaigns, needs analysis and individual surveys are conducted to learn about the knowledge, attitudes and practices of the target audience. In 2019 we conducted more than 2,000 baseline surveys and more than 1,970 evaluation surveys.

2. Adopt a participatory approach

Identify the stakeholders. This includes people from the target audience, leaders and community organizations, as well as institutions and companies that may be related to the central issue associated with the campaign. Find ways to interact with them and facilitate their participation in different parts of the process.

The campaigns we developed at IOM involved the participation of more than 100 local partners from different sectors who participated in all the steps of the process and multiplied the campaign’s reach.

3. Interact with the target audience

Incorporate activities that allow you to interact with the target audience before launching and distributing the campaign. This can be achieved in the research and planning process, but it is especially recommended to incorporate a validation process for messages and materials.

For example, our campaigns focused on encouraging young people to consider alternatives to irregular migration, such as local development options and regular migration routes. All campaigns were validated by the target audience and adjustments were made to ensure that the message was well-received and succeeded in driving the expected change in behaviour.

4. Take advantage of digital media

People communicate more and more through digital social networks, and look for information on websites, especially young people. That is why it is essential that you take digital media into account throughout the C4D process. Even from the initial stage of gathering of information, it is very important to know the digital practices of your target audience in order to develop appropriate strategies.

Within the framework of the C4D campaigns implemented in 2019, we built and launched the website migrantinfo.iom.int/es, which was visited by more than 28 thousand people in search of information on how to migrate regularly and safely, as well as development options in their communities. The campaigns were also disseminated through our virtual community "Somos Colmena", which is positioning itself as a regional platform for secure information on regular migration.

5. Do not neglect in-person activities

Although digital media are very important and have a great reach, the evaluation showed that face-to-face activities have the greatest impact when it comes to behaviour change, since the person-to-person approach generates much more trust.

That is why it is essential that the dissemination strategy combines digital media with traditional media and person-to-person activities. Thanks to our face-to-face activities during 2019, we were able to reach more than 8,000 people and a network of more than 50 information points was established where people can receive personalized and free advice.

You can find more information about C4D campaigns in Central America and Mexico here. To learn how to design your own C4D campaign, see IOMX.

SDG 10 - REDUCCIÓN DE LAS DESIGUALDADES