OVERVIEWIn April and December 2017, IOM X conducted a Knowledge, Attitude and intended Practice (KAP)*Impact Assessment of the Migrant Life Stories video series that was informed, produced anddisseminated during the IOM X Bangladesh Roadshow in Narsingdi, Bangladesh. This assessmentconsisted of a pre-survey (n=404) and post-survey (n=400) through face-to-face interviews withaspirant migrants living in Narsingdi. The objective of the videos was to encourage the targetaudience to make use of visa checking services that are provided by Ovibashi Karmi UnnayanProgram (OKUP), Bureau of Manpower, Employment and Training (BMET) and District Employmentand Manpower Office (DEMO) offices, to ensure that they are using the correct visa to migrate abroadfor work.*To learn more about Rapid Asia’s KAP methodology, please visit http://rapid-asia.com/programme-evaluations/kap-score/

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KAP IMPACT ASSESSMENT

IOM X BANGLADESH ROADSHOWAPRIL 2018

After watching Migrant Life Stories videos:• 76% of viewers processed the messages of the videos. This means that 41% found the content

interesting and learned something new and 35% said they would also speak to others about theissue.

• 18% of viewers took at least one step towards the desired behaviour change (verifying the legitimacyof a visa with OKUP, BMET or DEMO).

• 42% of viewers remained at the knowledge stage of the behaviour change journey, indicating thatmore campaigns with basic safe migration information are necessary for the target audience.

• While knowledge levels only increased by 8%, there was a 34% shift in respondents recognizing thatdalas (informal brokers) do not provide visa checking services.

• Negative attitudes around checking the legitimacy of a visa dropped by 27%. Unfortunately, positiveattitudes also decreased by 58%.

• Men had higher levels of knowledge, attitudes and intended practice on safe migration than women.• Participants who were familiar with OKUP, BMET and/or DEMO before watching roadshow materials

performed much higher in terms of showing higher levels of knowledge, attitudes and intendedpractices compared to those with now priorknowledge of these organizations.

KEY FINDINGS

This Way, That Way: An IOM X Music Video (7:30)A poet battle takes place under a banyan tree in a village. Aziz claims that migrating is all about luck and trusting your recruiter while Samsu (and returned migrants) insist that you need to take the time to get travel documents prepared and validated.

Migrant Life Story: Moshiul(1:58)Moshiul went abroad to work after his recruiter told him a free visa was sufficient. When he arrived at his destination, he faced many difficulties trying to find work and then was arrested because of his irregular status.

Migrant Life Story: Shahjalal(1:56)Shahjalal’s recruiter gave him a student visa and told him that he could go abroad as a student and work anywhere. Shahjalal was suspicious, so he went to a local NGO with his visa and passport and found out that working full-time on a student visa is not allowed.

Migrant Life Story: Masuda (1:37)Masuda got her papers from her recruiter just before travelling to another country so she didn’t check their validity. Upon arrival, the immigration officials informed her that her visa was for another country, and that it was almost expired.

41% of viewers said they learned something new from the videos while 35% said they would talk to others about the content.

The videos didn’t succeed in alarming the majority of viewers of the risks of migrating without a verified work visa. Even many of those who had liked the videos remained unconvinced about their ability to sufficiently raise concern over migrating with a potentially illegal work visa.

16% of respondents said they would visit the IOM X website andsocial media pages. Some 77% of respondents also planned onsharing IOM X video content with friends and family. About 43% ofrespondents said they would search for additional safe migrationinformation, including from local migration agencies.

20% of respondents…

…found the information relevant.

34% of respondents…

…said they would encourage others to

watch the videos.

32% of respondents…

…thought that other viewers would become emotionally engaged with safe migration

messaging.

11% of respondents…

…were confident that the videos would

increase awareness about safe migration.

RELEVANCE

AGE18-35 years

GENDER70/30

men/women

OCCUPATION44% employed,

29% unemployed and 27% home makers

EDUCATION59% completed primary school

LOCATIONNarsingdi district

in rural Bangladesh

DEMOGRAPHIC OF RESPONDENTS

MIGRANT LIFE STORIES Together with relevant stakeholders, a series of four short videos, which leverage music, drama, returned migrant testimonials and celebrity involvement were produced. A series of three PSAs and a music video were created to raise awareness on the importance of getting the right type of visa for working abroad and how to check the validity of one’s visa before migrating. All episodes are available at IOMX.org/bd/en

Following a Behaviour Change Communication (BCC) approach is not simply about changing people’s behaviour, but moving them one step at a time towards behaviour change, as shown below. Behaviour change theory describes how an individual moves towards behaviour change gradually, through a series of stages, from shifts in awareness and knowledge to shifts in beliefs and attitudes, with the ultimate goal of influencing behavioural intentions and changing actual behaviours.

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Behaviour Build on successand replicate

Intention Identify barriers to change

Attitude Change attitude andreinforce behaviour

Belief Develop knowledge and educate

Knowledge Build awareness and develop knowledge

Unaware

Figure 1 illustrates the different steps of the behaviour change journey alongside communication actions that can move people along the journey. After watching the Roadshow content:• 2% of respondents shifted from Knowledge to Belief• 9% shifted to Attitude• 4% shifted to Intention• 3% shifted into Behaviour

On average, 18 out of 100 people shifted up one stage on the

behaviour change journey after watching the campaign videos. The majority of the respondents

fell in the knowledge stage, indicating that basic information

about safe migration is still needed, especially among those aspirant migrants who have not

had prior exposure to safe migration information.

2% 9% 4% 3%

44

14 15 217

42

720 22

10

Knowledge Belief Attitude Intention Behaviour

Pre Post

FIGURE 1

FIGURE 2

Figure 2 shows the percentage of respondents at each step along the behaviour journey before and after watching campaign videos on safe migration.

BEHAVIOUR CHANGE JOURNEY

The KAP Index® is an indicator developed by Rapid Asia in which knowledge, attitudinal and behaviouralintent measures have been incorporated to form an index. The higher the KAP Index, the more developedthe mindset of the beneficiaries. A significant increase in the KAP Index following an intervention isevidence of impact, and predicts the likeliness of some level of behaviour change to take place. Thebenchmark for KAP Index shifts is 17 points.

On average knowledge levels only shifted by 8%after watching IOM X Bangladesh Roadshowcontent.

Knowledge that men, women and children are atrisk of human trafficking saw the largest increaseat 40%.

Despite the low increase in knowledge, there wasa 34% increase in understanding that dalals(informal brokers) do not provide visa checkingservices. This is an important accomplishment asmost migration is facilitated through dalals, andwas the primary message of the videos produced.

SHIFTS IN KNOWLEDGE

The KAP Index shifted from 44 (pre) to 47 (post), indicating a modest shift of 3 points.

Those who were already aware (34% of respondents) of migration agencies (i.e. OKUP, DEMO or BMET)had a far higher KAP Index than those unaware of these organizations (76 and 33 points respectively).

As the pre-survey did not establish if respondents were aware of the said migration organizations, it cannotbe evidenced with full certainty what the shift was for these two groups (those aware and unaware ofmigration services). However, if it is assumed that there was no shift at all for those unaware of migrationservices, it can be deduced that those aware of migration services shifted 11 points on the KAP Index from65 to 76 points. This worst case scenario calculation for potential impact on those unaware of migrationservices (i.e. no impact at all) helps to illustrate what the actual impact was on viewers who were alreadyaware of migration organizations.

Men were found to have a higher KAP Index than women (54 and 32 points respectively), this difference being significant in those without prior awareness of the surveyed agencies (male 40 vs female 17 points).

The KAP Index was highest among respondents aged 18-24 years, who had prior knowledge about migration services (86 points).

Scores also varied based on location. The highest scores were recorded in Narsingdi Sadar (66), Belabo(66), and Manohardi (59). Scores were lower in Roypura (45), Palash (31) and Sibpur (0). As DEMO and OKUP offices are located in Narsingdi Sadar, it is unsurprising that the surveyed populations in this area had the highest level of awareness of migration services and also one of the highest KAP Indices. Additionally Belabo and Manohardi border Kishorganj where there is a DEMO office. Overall, the high variation of scores in different areas indicates that there is a need for more targeted campaigning in the future.

MEDIA CONSUMPTION OF RESPONDENTS

Media ownership: TV 73%,regular mobile phone 51%, smartphone or tablet 46%

Media usage: TV 72%, Internet 41%, newspaper 4%

Social media use: Facebook 94%, YouTube 34%, Google+ 14%

Chat services: Facebook Messenger 89%, WhatsApp 12%, Google chat 8%

KNOWLEDGE, ATTITUDE AND INTENDED PRACTICE (KAP) IMPACT RESULTS

FINDINGS

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While unfortunately positive attitudes decreased from 56 per cent to 23 per cent, on average, negative attitudes decreased by 27 per cent in participants.

The most significant shift in negative attitudes occurred in feeling resigned (believing it is not possible to avoid the risk of being exploited and that this cannot be avoided), which decreased by 62 per cent.

Feeling oblivious (having the attitude that there are no real benefits of migrating with a work visa), decreased by an average of 59 per cent in surveyed respondents.

On average, those with prior awareness of migration services were found to have much more positive attitudes (30%) to the messaging than those without this knowledge (19%).

The survey showed that there was a significant increase in respondents’ trust in the promoted migration services as sources of information.

Particularly levels of trust increased in DEMO where in the pre-survey eight per cent of participants expressed trust, compared to an average of 28 per cent of respondents expressing trust after seeing the programme. Trust in OKUP increased from four per cent of respondents to 29 per cent.

However, levels of trust in DEMO and OKUP were markedly higher with respondents who were already familiar with these organizations before being exposed to the campaign.

When asked about actions to seek verification of documents for migration, 81 per cent of those who were aware of the promoted services said they would check their visas with one of the three agencies.

In comparison, only 43 per cent of those unfamiliar with the organizations before the campaign said they would check their documents with one of the organizations after seeing the roadshow content.

SHIFTS IN ATTITUDE

The Bangladesh Roadshow content only helped shift intended behaviour by one per cent overall. However, when asked about intentions to check documents with OKUP, DEMO or BMET before migrating abroad for work, there was an average of 41 per cent shift in participants after being exposed to the safe migration videos.

Behavioural intent was also on average far higher across the board in participants who were already familiar with OKUP, DEMO and/or BMET before watching the roadshow videos, when compared to those who were not familiar with any of these organizations (64% and 35% respectively). This suggests that the campaign might be more effective with those who already know about organizations that provide migration services. The low overall shift in intended behaviour is potentially due to the fact that the majority of participants were not familiar with the promoted organizations and therefore require more basic messaging to familiarize themselves with the organizations first.

The surveys demonstrated the continued need to provide basic information about safe

migration to aspirant migrants, especially to those with little-to-no prior knowledge.

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SHIFTS IN BEHAVIOURAL INTENT

$$ $ $

$

$$ $$ $

House

Apartment building

Children? - since a lot of DW look after kids

Pots/pans/food - since a lot of DW are preparing meals

maid scrubbing floor

maid with phone

maid on computer

maid with passport

maid in her own bedroom

maid looking very tired

employer yelling at maid

three maids together

happy employer paying happy maid

maid taking a day off (maybe 2 maids together having coffee??)

maid washing a dog

maid putting flowers in a vase

maid doing dishes

maid cooking

maid standing beside a close door

maid feeding a baby

maid ironing

maid watering plants

maid sick

maid walking the elderly

maid cleaning a car

PASSPORT

@#$%

The primary objectives of the Bangladesh Roadshow videos were to increase knowledge aboutthe potential risks of migrating with inadequate documentation and how to check if one ismigrating with the correct visa.

Campaigning in rural Bangladesh proved somewhat challenging. There was a clear distinction inlevels of knowledge, attitudes and behavioural intent in respondents who were aware of DEMO,OKUP and/or BMET before being exposed to the campaign and those who were unaware ofthese organizations. The overall modest improvements in knowledge, attitudes and behaviouralcan partly be explained by the design of the surveys. Early data was needed to inform the mediadesign of the campaign, which meant that questions regarding knowledge, attitudes andintended practice were composed before the final messaging of the campaign content wasfinalized. Therefore, questions may not have been as tailored perfectly to capture shifts aroundthe key messaging.

Additionally, the questionnaires and scripts of the videos were not pre-tested, thereby allowingthe misstep of using acronyms in place of the migration agencies’ full names. Anecdotalevidence from partners on the ground suggests that respondents may not be familiar with theacronyms of the organizations. The messaging of the campaign may have been too advancedfor the audience, as they might not have recognized the acronyms of the organizations or maynot be familiar with them at all. The roadshow content may prove to be more effective if used intandem with other information material on who the promoted organizations are what type ofservices they offer.

LESSONS LEARNED

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ABOUT THIS REPORT

IOM X is the International Organization for Migration’s (IOM) innovative campaign to encourage safe migration and public action to stop exploitation and human trafficking. The campaign leverages the power and popularity of media and technology to inspire young people and their communities to act against human trafficking. IOM X moves beyond raising awareness to effecting behaviour change by applying a Communication for Development (C4D), evidenced-based and participatory framework to tailor messaging for its activities. The campaign is produced in partnership with the United States Agency for International Development (USAID).

This report was produced in partnership with Rapid Asia.

For more resources, please visit IOMX.iom.int

POTENTIAL IOM X NEXT STEPS

Ø Further research into aspirant female workers who had significantly less exposure to campaign materials and information on safe migration.

Ø Design of a female-focused awareness campaign to cater safe migration information to this specific audience of aspirant migrants.

Ø Work with IOM Bangladesh and key stakeholders to use the IOM X campaign material with other safe migration materials to accommodate for diverse awareness levels of migration services of targeted audiences.