A central component of MaM’s peer-to-peer messaging strategy is the creation and dissemination of video testimonials distributed through social media channels. Through digital communication, young people, even those in the most remote areas can be engaged online by sharing content on social media and through the MaM website. Having a strong digital strategy increases engagement, which is a crucial part of the project as it allows Volunteers to share their experiences directly with their peers. Social media also plays an integral role in disseminating information to counter misinformation about irregular migration. Human trafficking and smuggling networks in West Africa use different social media platforms to peddle false narratives about the fortunes that await anyone who is willing to make the journey through the desert and sea.
Step by step on how to implement this pillar:
Here are the steps to writing a strong digital strategy to ensure the success of the project:
-
Lay down the objectives of the strategy (what do you want to achieve?)
-
Define the audience based on the objectives (age, gender, location, habits).
-
Select the appropriate social media channels to communicate from, in order to reach a specific audience.
-
Define the type of content that would have the most impact on the targeted audience.
-
Write a plan on how to disseminate that content online (frequency, campaigns, promotions).
-
Monitor the evolution of the data (reach, engagement, views) through social media management tools.
-
Regularly adapt the strategy based on the results.
Featured Activities:
- Social media workshops
Social media workshops were key to the success of the project. More than 400 Volunteers were involved with sharing and disseminating messages online. Through these workshops, Volunteers learned to use social media platforms to share their content, to create posts (including captions, tags and hashtags) and to boost the posts for more visibility.
- International Women’s Day “ROAD TO EQUALITY” campaign
Digital campaigns are used to improve engagement rates. In a month dedicated to women in many parts of the world (March 2022), Migrants as Messengers collaborated with other IOM projects to celebrate the achievements of women, while giving attention to the remaining roadblocks on the journey to gender equality. MaM Volunteers created testimonies (videos and podcasts) and a short film for the campaign.
- TV series production in collaboration with actress and influencer Khalima Gadji
Senegalese actress, model and activist Khalima Gadji was featured in ”Loumey wakh wa cogne ba” (What to say to the people in the neighborhood?), a series produced in collaboration with the MaM Volunteers, for a migration campaign for which Khalima was the ambassador. The influencer and star of the popular series "Maitresse d'un homme marié" used her to raise awareness about the risks of irregular migration.
Tips for future implementation:
-
Think mobile.
-
Promote your posts (such as through Facebook ads).
-
Collaborate with influencers.
-
Know your audience.
-
Pick the right digital channels.