Dream Umbrella was a campaign implemented by IOM Mongolia, in close coordination with the Ministry of Justice and Home Affairs, and with Social and Behaviour Change Communication support from Sage + Spark. The campaign was produced in partnership with the Government of the Netherlands as part of the project “Strengthening Mongolia’s Efforts to Prevent and Respond to Human Trafficking.”

Most Mongolian trafficking victims come from rural and poor economic areas, with Ulaanbaatar and Darkhan Uul recording the most significant number of trafficking cases. Mongolia is a central source and destination for human trafficking, especially in the form of sexual exploitation. A  key obstacle in preventing human trafficking is lack of  awareness of vulnerable groups as well as general audience of  human trafficking crime and on protective behaviors to  mitigate its risks.

The campaign’s activities - including a journalist training, the distribution of content across five platforms, the development of Mongolia’s first chatbot for counter-trafficking and the creation of two murals – achieved more than 26 million impressions in just one month. 

A participatory approach

The campaign model followed that of IOM X, using a participatory evidence-based approach.

A participatory planning workshop was held to to introduce the participatory campaign model, share information about TIP and identify a TIP trend and target audience for the campaign. This was followed by baseline research to better understand the primary target group through a Knowledge, Attitudes and Practices (KAP) survey.

Additional stakeholder workshops were then held to work together with the campaign creative partner to develop concepts for the campaign content and then come back together to review the draft content. The content was finalized based on stakeholder feedback and pre-testing with the primary target group.

A small launch event was held at the Ministry of Justice and Home Affairs with a second small event for young people at a local gallery, being mindful of COVID-19 precautions.

The campaign content was disseminated over three months and a endline KAP survey was conducted.

Services provided

• Developed a campaign strategy.

• Supported the selection of a local creative partner and worked closely with them on the development of content

• Designed the stakeholder workshops and prepared the IOM staff to facilitate.

• Prepared the pre-testing tool for the campaign content.

• Prepared guidance documents for the launch event.