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IOM Information Campaigns 1999-2005

Since 1999, IOM BiH implemented five information campaigns on the issue of trafficking in BiH.

Prior to the first information campaign, IOM BIH conducted a media seminar in 2000 on trafficking in BiH with the aim to:

define trafficking,
discuss different local definitions and concepts (as trafficking was mainly related to prostitution in most BiH media),
relate trafficking to the context of violence against women,
explain the need for investigative journalism in this field,
address responsibilities and ethics in covering trafficking cases under adjudication,
develop general awareness and gender sensitivity, and
provide a forum for gathering and sharing information;

The seminar was conducted in cooperation with the International Human Rights Law Group (IHRLG) and International Police Task Force (IPTF) and was attended by some 30 media agencies including TV, Radio and Press agencies from both entities and the Brcko District.

1) The Mini Information Campaign (MIC)

The MIC was conducted during August and September 2000, following the seminar for media representatives. The seminar resulted in a significant change in the media's approach towards trafficking issues. Whereas beforehand media coverage incorrectly depicted trafficked women as prostitutes, after the seminar the media accurately described trafficking as slavery and the trafficked women as victims of a crime.

The goal of the campaign was to raise public awareness of trafficking by portraying the risks, problems and experiences in BiH. The campaign, conducted in Bosnian, Serbian, Croatian, and English, employed familiar terminology and concepts. The primary target group of the campaign was the general public, including the international community. Recognizing the complexity of BiH society, the campaign was designed so as to minimize resistance to the message. There was also an intensive effort to inform BiH journalists.

For the MIC, IOM organized an Advisory Board of national and international experts. This board shared their knowledge of dissemination strategies and reviewed the information material. IOM also compiled bibliographic information about trafficking worldwide. IOM canvassed UNICEF, OHCHR, IPTF, international/local NGOs, government authorities, trafficked women, and other IOM missions for material.

In cooperation with the Gallup Institute Mareco Index Bosnia (MIB), IOM conducted pre- and post-campaign survey research. The pre-campaign study provided baseline indicators of attitudes and awareness and helped define the campaign strategy. The post- survey allowed IOM to measure the impact of the campaign. "Face-to-face" interviews were used to conduct the surveys in 2500 households. The survey was representative of the country by region, urban/rural residence, and respondents’ gender, age and ethnicity. Respondents were also asked if they were aware of trafficking in BiH. Following the campaign, awareness of trafficking in BiH increased from 47.5 to 69.4 percent, and 84 percent of respondents said that the problem of trafficking had increased during the past year (FBiH 88 percent; RS 78 percent).

IOM’s trafficking radio jingle used during the MIC won the first prize in the yearly marketing competition in BiH.

The MIC was funded by the Government of the United States.

2) Reproductive Health Pamphlet (RHP) for Trafficked Victims

The Reproductive Health Pamphlet project/campaign was implemented for nine months during 2001.

In cooperation with the United Nation Population Fund (UNFPA), IOM conducted operations research for this project in order to develop an appropriate reproductive health education and information tool for trafficked women in Bosnia and Herzegovina, originating from Central and Southeastern Europe.

The RHP pamphlet was designed to provide reproductive health information to women trafficked for sexual exploitation in Bosnia and Herzegovina. The pamphlet provided information on sexually transmitted infections (STIs) including HIV, testing, treatment regimes, contraceptive options, and safe sex practices.

The pamphlet also provided referrals for reproductive health services for trafficked women in Bosnia and Herzegovina and their home countries. The pamphlet was produced in four languages: English, Russian, Romanian and Serbian (latinic version) and was distributed to trafficked women in shelters and safe houses in the region, IOM missions, Embassies, local and international NGOs. As a result of numerous requests from international NGOs in western Europe, IOM also disseminated the pamphlet in some European countries and during the Barcelona Reproductive Health Conference in 2002. In addition to providing information to address a critical health and human rights issue, this pamphlet also served as a useful tool for counselling services and as an adjunct to testing and treatment.

The Reproductive Health Pamphlet was funded by the Canadian International Development Agency (CIDA).

3) Information Campaign Against Trafficking (ICAT)

In August 2002 IOM initiated a preventive information campaign against trafficking in human beings in Bosnia and Herzegovina. Upon request of the donor, the Office of Public Affairs of the United States Government, this campaign was implemented in Brcko District and disseminated nationwide. The ICAT was designed to prevent trafficking in youth and to provide information to trafficked women and those with whom they come in contact about services available to them. ICAT was also designed to inform and educate BiH youth about the risks of being trafficked. Through the campaign, IOM publicized information about what trafficking is, who the victims are and how it can be prevented. The campaign last for three months from August to October, 2002. A pre campaign research was conducted in the Brcko District providing information on the two target groups and a post campaign research was conducted at the end of the information campaign, in order to evaluate its impact.

Comparisons of pre- and post-campaign research indicate that as a result of the campaign, people in BiH (especially youths) have become increasingly aware of trafficking in BiH and of the risks of being trafficked. The campaign educated BiH nationals about the difference between prostitutes and victims of trafficking, and BiH youth about the serious risk of being trafficked.

According to pre- and post-campaign research, overall perceptions and knowledge of the existence and meaning of trafficking in BiH rose after campaign implementation. While 13 percent of respondents had never heard about trafficking prior to ICAT, all respondents in the post-campaign research had heard of its existence.

The campaign also changed people’s attitudes and opinions in terms of whom to hold responsible for the trafficking process. Thirty-nine (39) percent indicated that the trafficked person was responsible for the situation compared to 54.3 percent prior to the campaign. The employer ranked first with 95 percent compared to 81 percent prior to the campaign, and 64 percent considered the user of services to be primarily responsible compared to 29 percent prior to the campaign.

The campaign was implemented in cooperation with the local NGO La Strada through sharing project and research information, operation of a hotline, joint seminars and distribution of campaign materials in Brcko District and nationwide, in schools, universities, bars, cafes, and other sites with public access. IOM also worked closely with the FMUP, RSMUP, BDMUP and the State Border Service in disseminating leaflets in various border crossings and public places all over BiH, primarily focusing on the Brcko District as it is one of the major entry points of irregular migrants in the country.

4) Reproductive Health Pamphlet for BiH Youth at Risk of Being Trafficked

In cooperation with UNFPA, IOM changed and modified the original RH Pamphlet, including the cover, graphics and assistance information, in order to provide RH information to BiH youth at risk of being trafficked. One hundred thousand reproductive health leaflets in Bosnian language were prepared and distributed to health centers, local and international NGOs, social assistance centers and youth centers.

In cooperation with the European Police Mission in BiH (EUPM), this project/campaign was recently extended to local police offices and State Border Service checkpoints across BiH, along with the ICAT campaign materials.

5) Preventative Awareness Raising Campaign (PARC)

As result of extensive experience gained through the implementation of the past campaigns and the research undertaken in the field of awareness on trafficking in BiH and potential risks to BiH youth, as well as having identified the main target groups, IOM undertake a nation wide counter-trafficking prevention and awareness raising campaign during 2004, in cooperation with local NGOs, the State Coordinator, his Ministry personnel, and government bodies such as the Ministry of Education and Ministry for Human Rights and Refugees.

The Preventative Awareness Raising Campaign (PARC) aimed at different target groups, including the general public, BiH youth, potential risk groups (girls and women between 12 and 35 years), potential and existing clients, media and social service professionals, local authorities (police, SBS), and victims of trafficking. PARC consisted of two phases of varied methods of implementation, including print media (newspapers, posters, postcards, leaflets, billboards, coasters, booklets), radio call in and talk shows, television programs, electronic media (ie. a CD ROM for educators), SOS hotline, and educational seminars. Pre and post campaign research were conducted to assess information needs and awareness amongst the target groups to evaluate campaign effectiveness. This project builds on IOM’s extensive experience in delivering comprehensive services to trafficked women in BiH and the success of IOM’s previous informational campaigns.

The best approach to countering trafficking is prevention - to point out the risks and dangers of accepting offers of employment without a thorough investigation, and to address the clientele that are on the demand side of the trafficking schemes. Currently, there is no informational campaign in place. At the recent State Coordination Group meeting regarding the national plan for countering trafficking, the State Coordinator expressed the need for awareness raising activities and appealed to the participating organizations to undertake such initiatives in cooperation with the government. Discussion at most recent conferences of NGOs have also indicated that there is a need for educating the media and building partnerships to educate the general public about trafficking in BiH and address the false perceptions of women and girls that are trafficked.

While there has been a major increase in national and international awareness and information about trafficking in BiH, there is now a need to develop new kinds of preventative strategies. Local NGOs information and statements from trafficked women assisted by IOM in the past four years show that BiH youth is at the increase of being trafficked. Research shows the age of trafficked victims is getting younger and therefore education and awareness raising needs to target a younger age group for girls. Moreover, boys and young men must be educated about gender issues and the implications of their involvement in forced prostitution and trafficking. There must be a focus on deterring the male clients, both local and international, from frequenting specific bars and brothels. Solidarity towards coerced, raped and abused women should be emphasized.

Because there is new criminal and immigration legislation in BiH, their needs to be an increased awareness that trafficking is an illegal act with penalties, and one which undermines the rule of law and therefore the security of each individual. The local media must be educated about their responsibility in ethical portrayal of trafficking issues and cases, as well as their participation in the prevention mechanism. Overall, the illegality of trafficking has been brought to the forefront of the community debate, focusing on perpetrators rather than the victims.

In order to assist victims of trafficking, there needs to be accessible information about SOS hotlines as well as the victim's rights to encourage them come forward if they have that opportunity. There is a further need to educate those who come in contact with a trafficked victim, such as the international and local police, State Border Services, police, health care workers, and other local authorities, about the dangers of trafficking, existing services for trafficked victims and referral mechanisms.

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