OVERVIEWIn August 2016 and May 2017, IOM X conducted a Knowledge, Attitude and intended Practice(KAP)* Impact Assessment of the video I am Fatima that was informed, produced anddisseminated during the IOM X Roadshow in the Maguindanao province in the Philippines. Thisassessment consisted of a pre-survey (n=243) and post-survey (n=385) through face-to-faceinterviews with women living in Maguindanao, aged 18-35, with low levels of education and aspireto migrate abroad for the first time. The objective of the video was to encourage the targetaudience to verify the legitimacy of their recruiter’s license with Philippines Overseas EmploymentAdministration (POEA) before migrating overseas.

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KAP IMPACT ASSESSMENTIOM X PHILIPPINES ROADSHOW & VIDEO: I AM FATIMAJULY 2017

KEY FINDINGSAfter watching I am Fatima:• 80% of viewers processed the messages of the video. This

means that 48% found it interesting and learned somethingnew and 32% said they would also speak to others aboutthe issue.

• 63% of viewers took at least one step towards the desiredbehaviour change (verifying a recruiter’s license with POEA),indicating that the video has stimulated people to thinkabout the issue and connect with the message on anemotional level.

• Knowledge about verifying a recruiter’s license increasedfrom 72% to 86% of respondents.

• Negative attitudes about verifying recruiter’s decreased from24% to 13% of respondents. Unfortunately, positiveattitudes also decreased from 30% to 25% of respondents.

• Behavioural intent to verifying a recruiter’s license increasedfrom 68% to 75% of respondents.

KWENTONG OFW: SAKI SI FATIMAThis video tells the story of Fatima, a youngwoman from Maguindanao in the Philippineswho – motivated by family needs – choosesto leave her home to work as a domesticworker abroad. The video focuses on herdecision-making process and provides tipson how to migrate safely.View: http://tinyurl.com/IOMXSakiSiFatima

*To learn more about Rapid Asia’s KAP methodology, please visit http://rapid-asia.com/programme-evaluations/kap-score/

CONTENT & MESSAGING

48% of viewers found I am Fatima interesting and learned something new and 32% found it interesting, learned something new and will speak with others about it.

It was rated Excellent by 25% and Very Good or Good by 75% of respondents in terms of ENCOURAGING aspirant migrant women to check if their recruiter is registered with POEA.

RELEVANCE

AGE18-35 years

GENDER100%female

OCCUPATION30% employed 18% studying

53% other (including home duties and unemployed)

EDUCATION100% Lower

education (up to junior high

school or lower)

INTENT TO MIGRATE?

Only women who intend to migrate

abroad were surveyed.

DEMOGRAPHIC OF RESPONDENTS

MIGRATION KNOWLEDGE AND EXPERIENCE:

Yes50%

No50%

Have you migrated to another province before?

Where do you want to migrate to? • 62% Saudi Arabia• 11% UAE• 9% Middle East

What type of work will you look for when abroad?• 92% Domestic work• 4% Business services• 4% Other

Do you know what human trafficking is?

Never heard about HT

29%Familiar with HT

8%Have not heard much about HT

15%

Heard about HT, but not familiar

with it48%

• 16% of respondents said the video was relevant to them.

• 12% said they would encourage others to watch the video.

• 13% thought that this video will encourage other women to check the legitimacy of their recruiter’s license with POEA.

• 16% said they are confident that this video can help women migrate safely.

Why are these numbers so low?

IOM X contracted a Manila-based creative agency to produce the video as it was difficult to find one in Maguindanao. Through consultations, it was discovered that the audience had difficulty relating to the actors and the locations as they were not from Maguindanao. Behavioural theory states that behaviour change is more likely when characters have similar characterisics as the target audience. This was a key learning for IOM X.

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 I am Fatima: • 8% of respondents shifted from Knowledge to Belief • 21% shifted to Attitude• 27% shifted to Intention• 7% shifted to Behaviour

On average 63 out of 100 people shifted up one stage of the journey after watching I am

Fatima. This demonstrates significant impact, especially in terms of educating people why

and how to verify the legitimacy of a recruiter’s

license.

8% 21% 27% 7%

1023 23 29

161 10 17

4923

Pre Post

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

FIGURE 1

FIGURE 2

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

SHIFTS IN KNOWLEDGE

The KAP Index shifted from 78 (pre) to 84 (post). It is important to note that in general the higher the KAP the harder it is to shift significantly.

I am Fatima was more effective with those that had not had any previous exposure to safe migration materials. This group had a KAP Index of 67 (pre). A large proportion of these respondents were in the Knowledge and Belief stage (see behaviour change journey), this means that basic knowledge about how to verify a recruiter’s license was missing amongst this group. After a watching I am Fatima just once, this group’s KAP Index increased by 12 points to an index of 79. In comparison, the overall KAP Index for all respondents (the majority of which had previously been exposed to safe migration materials) rose from 78 to 84.

Overall, knowledge increased by 20% after watching I am Fatima.

MEDIA CONSUMPTION

Media ownership:TV 72%, Radio 55%, Mobile phone 37%, Internet 25%

Media usage: TV 64%, Radio 55%, Internet 21%

78 6784 79

0102030405060708090100

PRE 1 PRE 2 POST 1 POST 2

Legend:• Pre 1: ALL Respondents• Pre 2: No exposure to

safe migration• Post 1: ALL Respondents• Post 2: Single exposure: I

am Fatima

KAP

INDE

X

0 20 40 60 80 100

Need passport, visa and work permit

Can be arrested and deported if migrate illegally

Proper documents means more money

Verify recruiters with POEA

Correct definition of human trafficking

Pre Post

Knowledge was strengthened across the board after watching I am Fatima,especially in terms of knowing; the correct definition of human trafficking, how to verify a recruiter’s legitimacy with POEA, and which documents are needed to migrate abroad for work.

Positive attitudes were high in the pre survey, especially in terms of; • Being knowledgeable about the risks of migrating

through irregular channels (not ignorant); • Being careful about signing contracts that one

doesn’t understand (not reckless); and• Being aware that it is possible to protect oneself

from being trafficked (not in denial).

Negative attitudes were low in the pre survey, and they were significantly decreased after watching I am Fatima. Being oblivious about trusting relatives who are recruiters, and naïve about how to check the legitimacy of a recruiters license were impacted and saw the biggest decrease after watching I am Fatima.

Unfortunately in the post survey, positive attitudes decreased by 17%. This might be partly affected by the uncertainty following the martial law that was announced in Mindanao just before the post survey was conducted.

SHIFTS IN ATTITUDE

SHIFTS IN BEHAVIOURAL INTENT

Behavioural intent before watching I am Fatima was high. This means that more than 60% of respondents said they would; seek information about safe migration and prospective employers, verify a recruiters license, talk to friends about safe migration and seek advice from POEA about a suspicious agent.

I am Fatima helped to strengthen intentions and improve the following behavioural components:

After watching I am Fatima, positive attitudes decreased by 17%. Fortunately,

negative attitudes significantly decreased by 45%.

Overall, behavioural intent increased by 11% after watching I am Fatima.

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0 20 40 60 80 100

Seek advice from POEA about a suspicious agent

Seek information about how to avoid risks

Talk to friends about safe migration issues

Ensure a recuiter has a proper licence

Seek independent advice about an employer

Pre Post

The objectives of I am Fatima were, after watching the video audiences will:• have the knowledge on how to check the legitimacy of a recruiter's license;• feel positive attitudes about why they should be checking the legitimacy of a recruiter’s

license; and• express behavioural intent to check the legitimacy of a recruiter's license with POEA.

This assessment showed that I am Fatima positively impacted audience’s knowledge and behavioural intent on verifying the legitimacy of a recruiter’s license with POEA. Even though respondents appeared to have regression in positive attitudes towards checking if recruitment agents can be trusted, this is balanced out by the significant decreased in negative attitudes after watching I am Fatima. The decrease in positive attitudes might be due to the conflict that erupted and the announcement of martial law shortly before conducting the post survey in May 2017, and may have changed perceptions about migration.

Audiences had difficulty relating to the video. Through consultations, IOM X discovered that this was because they were not able to relate to the Manila-based actors and locations, where they should have been Maguindanao-based. Extra footage of Maguindanao was filmed as b-roll to increase relevancy, however the impact assessment showed that this was not enough.

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 Continue disseminating I am Fatima, throughout Maguindanao in the Philippines, especially through radio, community outreach initiatives and through other counter-trafficking organizations.

Ø Due to relevance levels being very low, more consideration to ensuring content is localized and specific to the target audience is needed for future activities.

Ø The baseline research showed that the target audience already had high levels KAP on the priority message – thus in hindsight there should have been another opportunity for IOM X and community stakeholders to review priority message and further discuss what they knowledge, attitude and/or behaviour gaps that this media content should address. This will be considered for future IOM X roadshows.