Ayesha Qaisrani

As part of the Awareness Raising and Information Campaigns on the Risks of Irregular Migration in Pakistan – II (PARIM-II) project, this report explores the role of returnees in migration decision-making processes and investigates their potential engagement in the design and implementation of migration information and awareness raising campaigns.

The results of PARIM-II project, which are discussed in this report, draw not only from extensive qualitative and quantitative research conducted in the field between August 2023 and January 2024, but also from the previous project (PARIM-I), which looked instead at the migration intentions and information needs of Pakistani nationals wishing to migrate out of the country, including through irregular channels.1 By outlining the results of the current project and combining them with the previous one, this report aims at bringing together, analysing, and discussing the entire research component in a targeted way, providing insights for the potential information campaigns and communication strategies in this area. 

Migration information campaigns have become a popular policy mechanism amongst donors and implementers to deter irregular migration. With the increasing number of information campaigns introduced in countries of origin, attention is also being focused towards the design of these campaigns, including considerations on engaging people that can act as “credible messengers” or “key influencers” to convey the content of the campaign. It is in this line that campaign funders and designers are exploring the potential of involving diaspora members as messengers in information campaigns. Backed by a dedicated research study on diaspora engagement in information campaigns under the PARIM project, this policy brief questions the assumptions behind engaging diaspora members as “credible messengers”. One major assumption is that since potential migrants rely on friends and family abroad for their migration process, following the same principle, they would be more receptive to information received through diaspora members in campaigns. However, this policy brief argues that diaspora members engaged in campaigns are imperfect proxies for potential migrants’ friends and family abroad. With this caveat, it presents certain considerations to take into account when designing a migration information campaign that involves diaspora members as messengers.