How to raise awareness
Raising awareness on a certain problem or issue is usually carried out through public education, information dissemination and awareness-raising campaigns. Our approach is based on a presumption that certain target groups lack awareness or understanding of some areas of trafficking in human beings which hinders them from taking action, so by educating these groups through awareness campaigns we aim to induce action and change in behavior that would lead to overall improvements in addressing this issue in a wider social context.
Choosing the right approach
In choosing the right approach to developing an awareness raising campaign about trafficking in human beings it is important to understand what we want to achieve, who we want to address and how we want to convey our message in order to ensure the campaign’s successful outcome.
The success of an awareness raising campaign largely depends on the approach in setting up the overall campaign framework.
If you want results go for insights and integrated tools
On the one hand, a common mistake is to take the easiest route and pick up an apparently suitable single tactic (such as a poster, TV ad, or public event) and start designing a campaign expecting quick solutions. As a result, a single-tactic approach brings modest success at best as it often covers limited target groups and provides insufficient data on its impact.
On the other hand, an approach that starts from analyzing the context of the problem, the target groups and stakeholders affected and the objectives to be achieved for each group by using different tactics has proven to be more efficient and results oriented.
By choosing integrated approach, you ensure to design campaigns that are based on real insights and that are results oriented. Integrated campaigns also provide opportunity to conduct your campaign through number of different tools such as PR, social media and viral videos, print materials or TV ads. The importance lies in choosing what’s best and most appropriate for the audience you want to reach. Finally, to have the campaign that brings results it is also important to have the right message and creative executions that will trigger desired behavior and action among your audiences.