Migration is a relatively new field for behavioural science but it’s a field with a great deal of potential. People all over the world make choices every day about migration – deciding whether to travel, where to go, how to go and so on. Behavioural science can improve the outcomes of people choosing to travel or pursue local opportunities instead and ensure that the decisions they make are informed by accurate information. Social and behaviour change communication (SBCC) is a multidisciplinary approach that uses communication strategies that are based on behavioural science to positively influence knowledge, attitudes and social norms among individuals, institutions and communities. It involves understanding people, their beliefs and values, and the social and cultural norms that shape their lives. It involves engaging communities and listening to audiences as they identify problems, propose solutions and act upon them.
Migrants as Messengers (MaM) is a peer-to-peer awareness raising campaign that empowers young people in West Africa to make informed decisions about migration. It’s carried out by returnee migrants (also known as MaM Volunteers) who share honest accounts of their migration experiences through authentic storytelling, peer-to-peer interactions, community activities, social media and influencer engagement, and radio and tv platforms. The multi-channel approach makes these stories accessible to wider audiences, including local decision-makers, community leaders, religious leaders and young people with a desire to migrate in the future. In parallel to sharing these real-life experiences, MaM Volunteers help guide young people to resources that provide information on regular migration and local opportunities. The campaign first started in 2017 in Guinea, Nigeria and Senegal, and in 2019 expanded to four more countries: Côte d’Ivoire, The Gambia, Liberia, and Sierra Leone.
This booklet provides an overview of the Migrants as Messengers campaign and is a guide for other practitioners interested in replicating the campaign approach. The booklet includes a summary of achievements, a description of the different pillars of the campaign and how to implement those pillars, as well as a combined summary of the research conducted in MaM. The different sections of this booklet are:
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Migrants as Messengers: 2019-2022 achievements
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Mainstreaming Gender and Mental Health and Psychosocial Support
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Recruiting MaM Volunteers
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Training Volunteers
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Training Partners
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Community Engagement and Youth Outreach
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Digital Engagement
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Content Production
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Supporting Volunteer-led Associations
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Media and Partner Engagement
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Monitoring and Research
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What was the impact of MaM?
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Conclusion