OVERVIEWIn May and June 2016, IOM X conducted a Knowledge, Attitude and intended Practice (KAP)* Impact Assessment of the video Prisana: An IOM X Drama with Thai nationals from across the country using an online panel. This assessment consisted of a pre-survey with 232 respondents and a post-survey with 116 respondents to assess if there was a shift in KAP Index® after watching Prisana. The objective of the video was to raise awareness about trafficking in the fishing industry and for viewers to care enough to want to learn more via the IOM X website.

*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

PRISANA: AN IOM X DRAMAJUNE 2016

KEY FINDINGSAfter watching Prisana: • 84% of viewers processed the messages of

Prisana, meaning they found it interesting, learned something new (32%) and said they would speak to others (52%) about the issue.

• On average, 55% of viewers took at least one step towards the desired behaviour change, indicating that Prisana stimulated people to think about the issue and connect with the message on an emotional level.

• Viewer knowledge about human trafficking in the fishing industry increased from 77% to 89%.

• Positive attitudes only increased by 3%. Positive attitudes were low in both the pre- and post-surveys.

• Behavioural intent – such as supporting ethical companies, reporting exploitation and talking to friends about human trafficking –increased by 30%.

PRISANA: AN IOM X DRAMAIn this 12-minute drama, Mario Maurer plays an investigative photographer who finds himself on a mission to help a migrant woman find her husband, who was tricked and trafficked onto a fishing boat. Mario’s work takes him farther away from his girlfriend Mai (Davika Hoorne). Mai embarks on a learning journey to try to understand Mario’s absence, and soon discovers the inherent heroism in his fight against human trafficking in the fishing industry. View: http://tinyurl.com/iomxprisana

CONTENT & MESSAGING

16% of viewers found the video interesting, 32% found it interesting and learned something new and 52% found it interesting, learned something new and spoke with others about the issue.

It was rated excellent by over 60% in terms of raising awareness about trafficking in the fishing industry in Thailand, and 50% agreed that it is a problem that affects Asia more broadly.

More than 60% also rated it excellent in making viewers feel concerned about victims and encouraging them to learn more about trafficking. 56% said they would definitely visit the IOM X website and social media pages, and 41% said maybe.

50% of respondents…

…said the problem of trafficking in the

fishing industry is relevant to them.

53% of respondents…

…said they would encourage others to

watch the video.

41% of respondents…

…think that other viewers will become emotionally engaged

with the issue of trafficking in the fishing industry.

22% of respondents…

…are confident that this video will make a difference in terms of

raising awareness about this problem.

RELEVANCE

AGE15-50 years(50% between

15-30)

GENDER50/50

men/women

OCCUPATION55% employed 29% studying

(Most were white-collar workers with

high socioeconomic status)

EDUCATION56% university

diploma

LOCATIONMainly urban

areas of Thailand

DEMOGRAPHIC OF RESPONDENTS

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BEHAVIOUR CHANGE JOURNEYFollowing 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 through a series of stages, such as building awareness and knowledge, moving on to shifting beliefs and attitudes, and finally behavioural intentions and behaviour change.

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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 Prisana: • 16% of respondents shifted from Knowledge to Belief• 21% shifted to Attitude• 13% shifted into Intention and 5% into Behaviour

On average, 55 out of 100 people shifted up one stage of the journey after watching Prisana. The majority of the respondents fell in the Attitude stage, indicating that negative attitudes about trafficking in the fishing industry are still persistent. However, Prisana stimulated people to start thinking about the issue and some viewers appear to have connected with the message on a more emotional level.

16% 21% 13% 5%

258

45

2038 3

53

28

8

Pre Post

FIGURE 1

FIGURE 2

Figure 2 shows the percentage of respondents at each step along the behaviour journey before and after watching Prisana.

KNOWLEDGE, ATTITUDE AND INTENDED PRACTICE (KAP) IMPACT RESULTSThe KAP Index® is an indicator developed by Rapid Asia in which knowledge, attitudinal and behavioural intent measures have been incorporated to form an index. The higher the KAP Index, the more developed the mindset of the beneficiaries. A significant increase in the KAP Index following an intervention is evidence of impact and that some level of behaviour change is very likely to take place.

FINDINGS

In the pre-survey, knowledge levels were highon average, around 77%. This includesknowledge about who is at risk, victims being tricked by people they know, the sectors where trafficking can occur and the meaningof human trafficking.

Knowledge was most significantly shifted in terms of knowing that ‘trafficking happens in Thailand in the fishing industry’ (pre 55%, post 74%), and ‘men, women and children are at risk’ of being trafficked (pre 70%, post 89%).

SHIFTS IN KNOWLEDGE

The pre-survey KAP Index was 47 out of 100, and the post was 66, thus a shift of 19 points (the benchmark for KAP Index shifts is 17.)

The post-KAP Index was significantly higher in the central region of Thailand, including Bangkok, at 70, whereas other regions averaged about 60.

Men were found to have a slightly higher KAP Index than women.

The KAP Index was lower amongst younger age groups, which indicates a need for further education about human trafficking.

Those who were employed had a higher post-KAP Index (67) than those who were studying (59); however they both shifted on average 16 points from the pre-survey.

Overall, knowledge increased by 15%. In the pre-survey, knowledge questions were answered correctly by 77% of

respondents compared to 89% after watching Prisana.

MEDIA CONSUMPTION OF RESPONDENTS

Media ownership: Smartphone 74%, Computer 66%, Internet 56%, TV 50%

Media usage: Internet 95%, TV 75%, Newspaper 54%

Social media: Facebook 99%, Google+ 63%, Instagram 57%, Twitter 42%

Chat services: Facebook Messenger 98%, LINE 92%, Skype 28%

Positive attitudes were low, and held by an average of 23% of respondents. Positive attitudes shifted very little after watching Prisana, except for ‘not being discriminatory’, which shifted from 16% to 27% of respondents. This attitude was measured by disagreeing with the following statement: ‘If human trafficking victims were poor to start with, at least now they have a job.’

The most prominent positive attitudes were ‘not being prejudiced’ and ‘not being in denial’ (around 35% and 40% of respondents respectively). ‘Not being prejudiced’ referred to disagreeing that trafficking victims only havethemselves to blame. ‘Not being in denial’ referred to being aware that trafficking is a big problem in Thailand in the fishing industry. There was no significant shift in these attitudes after watching the video.

Overall, more women held more positive attitudes and fewer negative attitudes than men.

Negative attitudes shifted very little after watching Prisana.

Negative attitudes were held by about 31% of respondents before and after watching the video.

The most prominent negative attitudes in the post-survey were ignorance (48% of respondents) and apathy (36%). Ignorance referred to agreeing that assisting traffickedvictims will attract unwanted migration. Apathy referred to not caring if migrant workers are mistreated.

SHIFTS IN ATTITUDE

Supporting companies that follow fair trade practices shiftedfrom 46% to 64% of respondents, advising a friend not to buy from companies that exploit workers shifted from 40% to 53% and talking to friends about human trafficking shiftedfrom 32% to 48%.

Avoiding buying products made by exploited workers was strengthened, but to a smaller extent, from 12% to 18%.

Reporting employers who exploit their workers did not shift significantly, but 52% indicated they would practice this behaviour before and after watchingPrisana.

Men had slightly higher behaviouralintent than women.

SHIFTS IN BEHAVIOURAL INTENT

Prisana helped to strengthen intentions and improve the following behavioural components:

Overall, positive attitudes increased by 3%, however they remained low (around 23% of

respondents) both before and after watching Prisana.

Overall, behavioural intent increased by 30% (from 36% to 47% of respondents) after watching Prisana.

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The primary objective of Prisana was to increase knowledge of the severities of exploitation and trafficking in the fishing industry and to care enough to be inspired to learn more (via the IOM X website). IOM X was successful in meeting this objective as there was an increase in knowledge levels, and 56% of respondents said they would visit the IOM X website and social media pages to learn more. This indicates that overall the video worked very well, both in terms of execution and impact. Thus, IOM X will continue to disseminate the video on media platforms and share it with other counter-trafficking organizations in the ASEAN region. It has already been dubbed in Khmer language.

Interestingly, more than 60% of respondents rated the video as “excellent” in making viewers feel concerned about trafficked people in the fishing industry, however positive and negative attitudes were on average quite low (24% and 31%). This indicates that respondents may not have strong feelings and/or are not sure how they should feel about trafficking in the fishing industry. ‘Ignorance’ was also found to be significant both before and after watching Prisanawhich means that there is a perception that helping trafficked victims in the fishing industry may attract unwanted migration to Thailand. This is a broader attitudinal issue, possibly linked to social norms built around typical misconceptions about why migrants come to work in a country. This issue is cross-cutting and being addressed in other campaigns, such as IOM X’s Happy Home campaign on domestic workers. IOM X will look at how the different campaigns complement each other and how efforts to shift attitudes toward migrants can be strengthened.

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 Reversion Prisana for further distribution in Myanmar and Lao PDR.

Ø Consider conducting further research into attitudes toward migrant workers and case studies of attitude-shifting interventions.

Ø Consider producing unique programmesto increase the value of the contributions of migrant workers among demand audiences.