Designing an Effective Human Trafficking Awareness Campaign: Lessons from Nepal
Global Insights Series #002, LAPOP, Vanderbilt University, June 19
- Tailor the campaign to the local media landscape, being mindful of access and user friendliness. Consider differences in media access by social factors (e.g.,women in Nepal have less access to print media than men) and how different media platforms are consumed (e.g., television programs are more likely to be viewed in a group setting, which may facilitate public dialogue).
- Base the campaign content on real-life stories of trafficking survival, which can be curated through direct interviews and anonymized case notes from local organizations. The information collecting process to ensure the campaign’s local resonance must reflect the highest levels of professional and ethical standards.
- Pilot the campaign with relevant stakeholders, testing the length of the campaign,the images employed, the storyline, and platform accessibility.
- Overall, employing stories to transmit facts is more effective than a fact-based campaign. However, when comparing the relative effectiveness of three narrative-based media platforms—graphic novel, radio, and video—no format elicits systematically different outcomes. The lack of a more effective format suggests that the best platform is one that is both accessible and low-cost.
Archer, Dan; Boittin, Margaret; Mo, Cecilia Hyunjung; and Rich-Zendel, Sarah, "Designing an Effective Human Trafficking Awareness Campaign: Lessons from Nepal" (2018). Commissioned Reports, Studies and Public Policy Documents. Paper 213.