"Studies have shown that many irregular migrants embark on journeys without accurate or complete information about migration. In response, IOM and other organizations run information campaigns intended to inform potential migrants of the dangers associated with irregular migration and to facilitate
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informed decisions. The use of online and social media platforms for these campaigns has become increasingly popular in recent years, due to their potential for quickly reaching millions of people at low cost. While the evidence base for offline information campaigns has been gradually improving, it remains unclear how online communication campaigns affect potential migrants, and methodologies to do this remain underdeveloped. This report therefore presents results from a pilot impact assessment of an online campaign based on Facebook posts in Guinea, Nigeria and Senegal during September 2019 and February 2020 [.] Conclusion: Facebook ad campaigns can reach many people quickly. However, large audience sizes and relatively cheap costs come with a trade-off. The impact of an information campaign on potential migrants’ perceptions, attitudes, knowledge and behaviour remains largely unknown because many Facebook users that engage with the campaign do not fit the intended target group. The advantage of offline over online campaigns is that implementers have more control and information about who attends activities or who is exposed to campaign content. The engagement of users with campaign posts varies largely by audience and post characteristics. Campaign and social media teams are well advised to conduct pilot tests before scaling up activities. Pilot tests can inform a customized approach for each online activity on Facebook, and thereby maximize impact. In addition to A/B tests, lift tests may offer a useful opportunity to test the impact of Facebook posts. Compared to impact assessments of offline information campaigns, measuring the impact of Facebook ads on potential migrants presents several unique challenges, including: Many potential migrants are not on Facebook or do not use ad content to seek information about migration. Internet connectivity is also limited in many West African countries. While Facebook allows users to narrow down target groups, it is not clear whether those Facebook users that are exposed to the content fit the profile of potential migrants. Whether the intended target group is reached can be affirmed only through surveys, which have a low response rate; It is not possible to interview the same Facebook users several times to track changes in their perceptions. Engagement metrics like post reactions, link clicks or video plays can be useful indicators. However, these low-engagement metrics do not offer clear evidence of the short- or long-term effects on Facebook users." (Executive summary)
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"This toolkit shows you step-by-step how to create impact projects using video. It is designed for documentary video-makers, journalists and organisations using video to engage and create change in their communities. EngageMedia has produced this toolkit in partnership with the Video4Change Network:
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a group of filmmakers, activists, journalists and human rights advocates who pool our knowledge to share tips, tools and resources on how to safely and effectively create powerful videos, engage audiences, and make change. The toolkit is modular, so you can use components individually, as you need them." (https://toolkit.video4change.org)
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"The book has covered a wide range of topics within a specific area of mobile journalism. It presents the case studies and first-hand experiences from different parts of the country. As the chapters are written by the academicians, proessionals and practitioners, it has an appropriate blend of theor
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etical and practical aspects of mobile jornalism. It is a pioneering work in the are of mobile journalism and mobile film making." (Foreword, page 6)
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"In certain countries around the world, people do tend to respond better to advertisements or social media “call outs” phrased either as statements or questions. Namely, three countries – Pakistan, Bangladesh and Nicaragua – demonstrated a preference for questions, while one country, Nepal,
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demonstrated a preference for statements. At the regional level, Asia demonstrated a preference for questions (due to the results from Pakistan and Bangladesh). However, for other countries and the two other regions (Africa and Latin America), the slight preferences noted for statements or questions were not statistically significant." (Key Take Away)
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"Meine Reise in die Slums von Bangladesch“ heißt ein Video, das Julien Bam im Mai 2019 auf Youtube veröffentlicht. Julien Bam ist mit mehr als fünf Millionen Followern einer der erfolgreichsten deutschen Influencer. Seine aufwändig produzierten Clips sind meist laut und albern, er singt und ta
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nzt, parodiert Musikhits. Auf dem Video aus Bangladesch schlägt der 31-Jährige leisere Töne an. Er reist durchs Land, trifft Menschen, die mit Armut und den Folgen des Klimawandels zu kämpfen haben, und denkt darüber nach, was all das mit ihm zu tun hat. Mehr als 1,9 Millionen Aufrufe zählt das Video auf Youtube. Viel Aufmerksamkeit für das Kinderhilfswerk Unicef, dessen Projekte Bam in Bangladesch besucht hat. „Das Feedback war toll“, sagt Daniel Debray, der bei Unicef für Influencer-Kooperationen zuständig ist. „Es gab 16.000 Kommentare auf Youtube und wir haben durch die Aktion 90.000 Euro an Spenden eingenommen.“ Vor allem hat Unicef eine begehrte Zielgruppe erreicht: junge Menschen, die sich eher über Youtube oder Instagram informieren als über klassische Medien. Taugt das als Vorbild für andere Hilfsorganisationen, die nach Wegen suchen, das Interesse Jugendlicher und junger Erwachsener an entwicklungspolitischen Themen zu wecken? Dieser Frage gingen Fachleute Mitte November bei einer Veranstaltung der Filmtage Globale Perspektiven an der Evangelischen Akademie Frankfurt nach." (Einleitung)
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"This handbook aims at helping Macedonian CSOs that work with people with disabilities to deal with some of the challenges they face on daily basis: the absence of quality reporting on people with disabilities; the perception of people with disabilities which is often burdened with negative stereoty
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pes and prejudice; and the lack of practical guidance on how to deal with those challenges." (Introduction, page 5)
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"This Guidebook provides simple, easy-to-follow steps on how to use a social behavior change communication (SBCC) approach to plan, implement, and evaluate campaigns to reduce demand for wildlife products. To facilitate understanding and application, each step is illustrated by a case example from t
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he Beautiful Without Ivory campaign implemented by USAID Wildlife Asia in Thailand." (About this guidebook)
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"There are many valuable resources on how to conduct advocacy that provide a detailed, step-by-step approach. These approaches include best practices for identifying stakeholders, developing a message, or planning a timeline. We will not go deeply into these topics, but we do want to provide an intr
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oductory framework to help CSOs think about how to develop an advocacy action plan [...] In Part 1, we present the framework for advocacy planning. In Part 2, the guide provides a tactics toolbox that can be used in restrictive contexts where civil society is under threat. In Part 3, we provide additional resources to assist with your planning. The primary focus of this toolkit is found in Part 2 with detailed case studies illustrating 10 key tactics that can be used in a range of contexts." (Using this guide, page 5)
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"IOM seeks to provide practical guidance on designing, delivering and evaluating effective communication campaigns relating to migration. The guidance covers different approaches, themes, programme areas and methods to improve relevance, audience participation and results. The aim is to identify and
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navigate the main elements and pitfalls for carrying out a communication campaign within the scope of the Organization’s work. This resource is designed to support IOM staff and migration professionals by providing tools and templates for producing effective and responsive campaigns in unique and challenging migration contexts. The guidance given in this publication is divided into five chapters. Chapter 1 presents a definition of communication campaigns specific to the migration sector, and the background and purpose of these guidelines. Chapter 2 focuses on guiding principles, ethics and related areas, including obtaining informed consent. Chapter 3 addresses campaign design and planning, including analysing the context, defining campaign goals, framing the problem, identifying audiences, setting objectives, designing messaging and assessing the information landscape. Chapter 4 looks at campaign implementation, and also gives examples of some creative IOM communication campaigns. Chapter 5 provides an overview of different approaches to monitoring and evaluation (M&E), demonstrating the tools and methods, including carrying out an impact evaluation." (Introduction)
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"Dieses Buch bietet eine systematische Einführung in die wichtigsten Theorien der Kommunikationswissenschaft und Gesundheitspsychologie sowie deren Anwendung in Kommunikationskampagnen. Basierend auf dem aktuellen Forschungsstand wird aufgezeigt, welche Strategien für die gezielte Veränderung von
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Wissen, Einstellung und Verhalten Erfolg versprechend sind und welche Herausforderungen und Risiken dabei bestehen. Weitere zentrale Themen sind die gesellschaftliche Einbettung von Kampagnen und die Kampagnenevaluation." (Verlagsbeschreibung)
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"Each chapter starts with a brief recap of the key lessons that are covered in storytelling with data. This is followed by: 'practice with Cole': exercises based on real-world examples posed for you to consider and solve, accompanied by detailed step-by-step illustration and explanation; 'practice o
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n your own': more exercises and thought-provoking questions for you to work through individually without prescribed solutions; 'practice at work': thoughtful guidance and hands-on exercises for applying the lessons learned on the job, including practical instruction on when and how to solicit useful feedback and iterate to refine your work from good to great Much of the content you’ll encounter here is inspired by our storytelling with data workshops. Because these sessions span many industries, so do the examples upon which I’ll draw. We’ll navigate between different topics—from digital marketing to pet adoption to sales training—giving you a rich and varied set of situations to learn from as you hone your data storytelling skills." (Introducion, page xii)
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"The research on audience behavior and the effects of Free Media Advocacy Campaign was conducted on a sample of 1,000 respondents, 25 to 55 years of age, and focused on the citizens’ viewpoint towards paying for media content (with the possibility of comparison to 2019 research) and evaluation of
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the campaign “Independent Media Depend on You” (IREX and Agency Communis). In terms of media consumption, respondents from 2019 generally spent more time with media than in the 2020 research. In addition, it is noticeable that respondents in both research cycles spent more time watching television and listening to the radio. The average time respondents spent per day watching television in 2020 was 108.6 minutes, while in 2019 the average time spent watching this media was 161.4 minutes. The average time respondents spent listening to the radio in the research conducted in 2020 is the same as the time spent watching TV (108.6 minutes), while in 2019, radio was the media respondents spent the most time listening to – 166.8 minutes. Social networks are the third most used media in terms of time spent on them per day (average time for 2020 – 87.6 minutes; average time for 2019 – 126.6 minutes). In fourth place are informative online portals and sites, while fifth place is print media with which respondents spend the least time per day (average time – 27 minutes). When it comes to citizens’ trust in media, it is evident that in both research cycles there is a greater distrust than a trust in the media, and this fits in the broader picture of citizen’s distrust in all civil society institutions. A total of 43% of respondents generally do not trust the media in Serbia at all – in 2020, while in 2019 the percentage was lower by two points (41%). On the other hand, a total of 22% of respondents stated that they have full confidence and that they mostly have trust in Serbian media, which is one percentage point more than in the research conducted in 2019. About a third of respondents had a neutral stance about trust in media (31% in 2020, 33% in 2019). A large percentage of respondents were not willing to pay for online content, however, when compared with 2019’s findings, SMS noticed that the willingness to pay for online content is more noticeable in 2020." (Summary)
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"During 2019, together with key Lithuanian partners KOPŽI and Missing Persons Families Support Centre, we developed and implemented a prevention campaign to raise awareness of the labour exploitation of Lithuanian people in the UK or those considering travelling to the UK to find work. The campaign
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was comprised of videos published on social media, paid for by our partner Facebook, telling the story of a young man named Karolis who was offered a job in the UK that was too good to be true. It touches on the ways he was exploited, and his subsequent escape from his traffickers with the support of an NGO. The video signposted to relevant partners and a STOP THE TRAFFIK webpage with further information regarding labour rights in the UK. The overarching aim of the campaign was for people to watch the video and take positive action as a result. Alongside the campaign, specialist insight agency Humankind Research conducted a research and evaluation project aimed at informing the campaign content and evaluating its outcomes and impact." (Page 4)
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