Malaysian Public Information Campaign

FOI Document #13

Interim report 2010

Prepared by Porter Novelli

RELEASED UNDER THE FOI ACT 1982 FOI Document #13

TABLE OF CONTENTS

Executive summary...... 3

Campaign objectives ...... 4

Communications objectives ...... 4

Strategic approach...... 4

RESEARCH Key findings ...... 4

DEMOGRAPHIC SNAPSHOT ...... 5

Sri Lankan Tamil Audience...... 5

Afghan Audience...... 5

Access to, and trust in, information channels ...... 6

Motivators and deterrents to using people smuggling services ...... 7

Approach taken...... 8

KEY achievements to December 2010...... 8

Effectiveness ...... 8

Advertising ...... 8

Posters/leaflets ...... 9

Child's storybook...... 10

Case study video...... 11

NGO engagement...... 11

Market research...... 13

Publicity...... 13

Constraints...... 16

Adjustments to the future direction...... 16

Recommendations for future public information campaigns ...... 17

EVALUATION PLAN ...... 18

Appendix A – poster and leaflet placement ...... 19

Appendix B – Child’s book draft...... 24

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EXECUTIVE SUMMARY

This report has been prepared for the Australian Government, and is presented to the Australian Customs and Border Protection Service for review.

It summarises the first 11 months of the campaign, and sets out the recommendations for the implementation of final phase of public awareness activities, which are due to take place between January and March 2011, with the final report and second phase research due in April 20ll.

This report provides an overview of the main achievements to date along with the constraints experienced with the implementation of this public information campaign.

Insights gained from the research and from the engagement with non‐government organisations (NGOs) has confirmed that the communications strategy proposed in the original Public Information Campaign strategy was the right approach. The only change was the move away from the placement of advertorials in Tamil papers to the direct dissemination of campaign messages and materials via networks of Sri Lankan community leaders.

The effectiveness of the 4 key elements of the campaign – NGO engagement, advertising, information materials and publicity – have been assessed based on the appropriateness of the channels to the information consumption habits of the target groups, and the willingness of key NGOs and community leaders to support the dissemination of key campaign messages and materials to Afghan and Sri Lankan PIIs, using their networks and knowledge.

Until the second phase of research is conducted and the results provided, it is not possible to assess the cost‐effectiveness of each element of the campaign. Therefore, the effectiveness measures contained in this report are more qualitative than quantitative. However, they provide an indication of the appropriateness and effectiveness of the selected channels in reaching Sri Lankan and Afghan PIIs. The measure of this effectiveness is the feedback obtained from the NGOs, in terms of their experience of the channels that work best to reach these audiences.

A summary of the key findings of the first phase of research have also been included, which underpinned the Public Information Campaign strategy, as a way of cross‐checking the original plan against the actions undertaken to date.

The final report will include the results of the second phase of research and a more quantitative assessment of the campaign in getting messages to Sri Lankan and Afghan PIIs to dissuade them from using the services of people smugglers to attempt irregular migration to Australia from Malaysia.

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CAMPAIGN OBJECTIVES

The campaign objective is to help reduce the ability of people smugglers to use Malaysia as a transit and destination country, thus reducing the number of irregular immigrants heading to Australia from Malaysia.

COMMUNICATIONS OBJECTIVES

The communications objectives are to:

a) Dissuade potential irregular immigrants (PIIs), in particular from the Afghan and Tamil communities based in Malaysia, from attempting irregular migration to Australia either directly or indirectly through third countries; and, b) Increase community awareness of people smuggling and human trafficking activities and the need to report such activity to the appropriate authorities.

STRATEGIC APPROACH

To achieve these objectives, and based on the research findings, the public information and awareness activities are reaching (and plan to reach) Sri Lankan and Afghan PIIs through:

1. grassroots engagement with non‐government organisations and charity‐based education providers trusted by the target audiences; 2. the dissemination of key campaign messages via targeted advertising in Tamil papers, the display of posters, leaflets and a case study video at popular PII gathering places; and, 3. Educating children of Afghan PIIs about the dangers of people smuggling, by providing a culturally and sensitively drafted story that teachers can use to raise this issue with the children.

RESEARCH KEY FINDINGS

Findings from the research (conducted March to May 2010) indicate the majority of Afghan and Sri Lankan PIIs are located in the Greater Klang Valley, many in suburban Kuala Lumpur.

• 80% of Sri Lankans settle in Sentul, Rawang and Klang, with the remainder settling in Penang, Ipoh or Johor Bahru; whereas 100% of Afghan PIIs live in Ampang, Cheras and Kajang; • the population of Sri Lankan PIIs is more self‐sufficient and better educated, and is approximately six and a half times larger than the population of Afghan PIIs.

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DEMOGRAPHIC SNAPSHOT

SRI LANKAN TAMIL AUDIENCE

According to UNHCR figures there are around 3,300 Tamil refugees in Malaysia registered with the UNHCR. However, key opinion leaders interviewed estimate that the actual numbers are larger and in the region of 4,000 to 5,000, with 20 to 30 Sri Lankan Tamils registering with the UNHCR every month, while around twice this number actually enter Malaysia illegally. According to key opinion leaders, only 2 per cent of the registered refugees are resettled through official channels via the UNHCR. The research shows the Sri Lankan Tamil audience to be:

• 78% male, 22% female (among the registered) • 88% adult, 12% children (among the registered) • Adults mostly aged from 30‐55 • Children are mostly young (<10 years old, oldest 19 years old) • Most adults are high school graduates • Over half have family members and relatives living in other (mostly developed) countries

Importantly, the research highlighted that there is a strong and well organised local community of non‐refugee Sri Lankan Tamils in Malaysia, and that this community has a strong sense of self pride.

AFGHAN AUDIENCE

According to the UNHCR and NGO sources, the population of Afghan refugees is comparatively smaller, with the known population numbering just greater than 500 people represented by about 80 families, all of whom reside in the Klang Valley in Ampang, Cheras and Kajang. The UNHCR cites 530 registered Afghan refugees and asylum seekers in Malaysia and key opinion leaders indicate all refugees are either registered or in the process of seeking registration. Thus, in contrast to the Sri Lankan Tamil population, the Afghan audience is small and geographically concentrated. The research shows the audience to be:

• 56% male, 44% female • 61% adult, 39% children • Age of heads of households ranging from 20‐60 (mostly aged between 30‐ 50) • Age of children ranging from a few months – 30 (mostly below 15) • Majority of them are ethnic Hazaras (minority in Afghanistan) • Most are not well education, with some are barely literate

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This audience is highly reliant on external aid from NGOs and the UNHCR, are isolated with little interaction with the local Malaysian communities where they live, and while being a tight‐knit community they are not necessarily united given the historical political differences.

ACCESS TO, AND TRUST IN, INFORMATION CHANNELS

Sri Lankan Tamil Audience

This audience is described by the research as suspicious of outsiders especially government agencies. Given the existence of a Sri Lankan Tamil community in Malaysia, Tamil language media is available to the refugee community in the form of both print and broadcast media. Of these, newspapers are read almost daily by the audience. The internet is not an important or frequently accessed channel for this audience.

Given the perception among the Tamil community that the UNHCR only helps Burmese refugees, it is not surprising that there is little trust among Sri Lankan Tamil refugees towards the UNHCR. Given the pride and unity of the community, and its higher levels of community organisation, community leaders are seen to be highly trustworthy.

The media consumption and trust levels of this audience as identified in the research are summarised in the diagram below.

Afghan Audience

The research showed the Afghan community has very low levels of media consumption and there are no local media specifically targeting the Afghan community. There are high levels of suspicion of outsiders including NGOs however the UNHCR does enjoy moderate levels of

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trust from this audience. Thus it is not surprising that word of mouth communication is the primary source of information and given the dynamics of this channel, news and gossip spread very quickly in the community. The research describes an extremely high level of distrust of anyone outside the community and even within the community there are moderate levels of distrust. Fewer than 20 households access the internet for news.

The media consumption and trust in information sources in this community are summarised in the diagram below.

MOTIVATORS AND DETERRENTS TO USING PEOPLE SMUGGLING SERVICES

The research found that both audiences had similar motivators and deterrents for engaging with people smugglers. The common theme in terms of motivations was that there is no future for them in Malaysia. This was described in the research in a number of ways including: lack of education for children, no or low income, no access to healthcare due to cost and the belief that the UNHCR would not deliver the desired outcome of resettlement.

The research found four key deterrents to engaging with people smugglers and these are listed in increasing order of importance:

1. Community groups or NGOs at least provide some support in Malaysia 2. Risk of accidents 3. Risk of being cheated by smugglers 4. High costs

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APPROACH TAKEN

As outlined in the approved public information campaign strategy, an integrated, but targeted mix of communication and engagement channels and materials have been employed to maximise the likelihood of key campaign messages reaching Sri Lankan and Afghan PIIs.

Communications commenced with the placement of advertisements in Tamil papers, followed by the placement of posters and leaflets in community gathering places, which will be followed by outreach to Afghan PIIs through key charity run schools with teachers and video reinforcement, along with outreach to Sri Lankan PIIs via community meetings and video/case studies delivered to trusted community leaders.

KEY ACHIEVEMENTS TO DECEMBER 2010

Despite the delay in granting approvals to proceed with implementation of the public information campaign, a range of activities have been successfully completed in June/July, and then from September to December 2010. These are listed with the effectiveness assessment for each element of the public information campaign.

EFFECTIVENESS

Advertising

Campaign advertising has been precisely targeted, and only undertaken for the Sri Lankan PII community, as the research showed that Tamil papers are an important and trusted source of information for this group. The placement of advertisements in Malaysian Nanban, Tamil Nesan and Makkai Osai newspapers has provided a focused platform from which the strategic placement of key campaign messages into the community will follow.

Outcome

• Advertisements have been placed in the three Tamil daily newspapers listed above according the to below schedule. These three daily newspapers represent a total potential reach of 287,000 Sri Lankans over a two‐month period –the circulation of Makkai Osai is 52,000 daily and 95000 at weekends; Malaysian Nanban 45,000 daily; Tamil Nesan 35,000 daily and 60,000 at weekends1.

1 Source: http://www.pressreference.com/Ky‐Ma/Malaysia.html#ixzz0q9SuwwfG

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Advertising schedule

November December

Placement schedule 7 14 21 28 ‐ 5121926

M a lay s ia n Nanban (Mon‐Sat) 20 25 4 16 30 M a lay s ia n Nanban (Sun) 7 5 19

Ma kka i Osai (Mon‐Sat) 9 26 8 24 31

Ma kka i Osai (S un) 14 28 12

Tam il Nesan (Mon‐Fri) 11 19 3 17 23

Tam il Nesan (Sat‐Sun) 21 11 26

Full pa ge colour Junior page colour

The intense media placement schedule provides the opportunity to repeat key campaign messages to this group, thereby supporting and reinforcing the dissemination of campaign messages (i.e. posters and leaflets displayed in gathering places) within the communities where PIIs gather.

Insights

• The mix of media and the strategic placement of messages in the community has been endorsed by the UNHCR as the best way to reach the 20‐year old, largely single young men, who make up the majority of Sri Lankan PIIs and are more likely to take the risk of irregular migration than other PII groups2.

The effectiveness of the advertising will not become clear until the results of the second phase research are available for review.

Posters/leaflets

To reinforce the effectiveness of the advertising and to ensure key campaign messages are placed into the communities where Afghan and Sri Lankan PIIs reside, a range of posters and coloured leaflets have been produced and translated into Farsi (to reach Afghan PIIs), Tamil (to reach Sri Lankan PIIs) and Malay (to reach teenagers and young people of both groups who have learned Malay).

2 Source: Merdeka Centre research, May 2010.

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Outcomes

These posters and leaflets have been placed in high traffic areas in Ampang, Brickfields and Sentul.

• 3000 Tamil and Farsi posters and 15000 Tamil and Farsi leaflets have been displayed at the Malaysian International Korean School (MIKS), Hilla Community Centre and other community gathering places. • 2400 Malay and English posters and 1200 Malay and English leaflets (English language leaflets were identified as necessary as the PIIs teachers speak the ‘common’ language of English) have been displayed the Malaysian International Korean School (MIKS), Hilla Community Centre and other community gathering places.

The remainder for Tamil, Farsi and Malay posters will be posted at public healthcare facilities, transit areas and community meeting areas (upon receipt of an official Ministry authorisation letter). Images of displayed posters and leaflets can be found at Appendix A.

Child's storybook

The research that underpins the approved Public Information Campaign Strategy highlighted the important role of visual information materials in conveying key campaign messages to Sri Lankan and Afghan potential irregular migrants (PIIs), particularly with Afghan PIIs where a lower literacy level exists.

Subsequent research and discussions with NGOs indicated the importance of presenting information to the children of Afghan PIIs – simply and visually ‐ through a story book.

Insights

• As a result of extensive research and consultation with the UNHCR, a child expert from the University of Malaysia, the teachers at MIKS and Hilla Community Centre and secondary research, a child's story book has been drafted to support direct engagement with the children of Afghan PIIs. • It is based on Persian language stories in Old Arabia such as Alif Laila (A Thousand and One Nights) with a moral at the end of the story. According to the research, this way of teaching children is both culturally appropriate and effective for Afghans.

Outcomes

• The child’s story book is almost complete and is awaiting Australian Government approval before finalising. • The story for the child’s book was drafted within 24 hours with layout and pencil illustrations completed within 15 days. Following approval, the

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illustrations will need colouring before the book is finalised, printed and sent to Malaysia. • The book has been translated into Farsi and is ready to print, once approved. An image of the draft book with pencil illustrations can be found at Appendix B. • The draft child's book has been tested with the NGO engagement agency and the two charity‐funded schools. Their comments will be incorporated into the teacher training package, to assist the teachers with how best to present the book and use the basic story of Lalya and the four seasons to talk about the dangers of people smugglers. This will be done in January 2011.

Case study video

To ensure Afghan and Sri Lankan PIIs understand the personal and financial consequences of people smuggling, a video has been produced showing an Afghan man, an Afghan woman and a Sri Lankan man sharing stories of the impact of failed migration attempts on them and their families. The story told by the Afghan man is a real story, while the others are typical stories of PIIs experiences.

Outcomes

• Australian‐based Afghan and Sri Lankan story tellers have been sourced, briefed and shot for the case study video. • The first full edit of the video has been produced, including Tamil and Farsi audio voice over tracks, and a linking water image to break up the three stories and add to the impact of the video. Video production was achieved in 15‐20 days. The first video edit can be found at: http://www2.luscious.com.au/project‐lifeboat/ • The first video edit has been shared with the NGO engagement agency and the UNHCR to test the messages and presentation of the stories, and as a result of which changes will be made to the draft edit to take account of their comments and those of the Australian Customs and Border Protection Service. This process will be complete in early January 2011.

NGO engagement

The insights and roles of major non‐government organisations, such as the UNHCR, IOM, and Afghan and Sri Lankan community experts have proven essential to testing the research findings, and in verifying the most effective channels of communication and engagement, to reach Sri Lankan and Afghan PIIs.

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Insights

• As a result of the relationships that have been built and the insights gained from the UNHCR, a child engagement expert from the University of Malaysia, and a specialist Afghan consultant to the Malaysian NGO engagement agency, it has become clear that the best way to reach Afghan PIIs is through the delivery of culturally and sensitively crafted messages to the Afghan children, as there are very few alternative engagement points available to communicate with Afghan PIIs in Malaysia. • The UNHCR identified education as an important channel to reaching Afghan PIIs because many see it as the only means of securing a better future for their children, with many Afghan PIIs using up their savings to fund their children’s education3.

Outcomes

• The Kuala Lumpur‐based engagement agency is therefore focusing on a schools program for the children of Afghan PIIs, and is proposing community meetings with local NGOs to get key campaign messages directly to Sri Lankan PIIs. • Information from the NGO engagement has been used to inform the development of a child’s story book and a teacher training package. • Broad support has been secured for the display of the campaign materials and for the use of the child’s story book in lessons with the children of Afghan PIIs at the two charity‐funded schools being targeted for this campaign –i.e. Malaysian International Korean School (MIKS) and Hilla Community Centre in Ampang. • As a result of the engagement with UNCHR, IOM and Afghan and Sri Lankan experts more than 20 PII gathering places have been identified for the placement of key campaign messages – via posters, leaflets and a case study video (to be placed at MIKS and Hilla Community Centre).

Lessons learned

The original proposals included disseminating key campaign messages during the provision of ‘breakfast’ following Ramadan, and in association with the provision of health services. Given the delayed approvals (following Ramadan) and the limit on the type of NGOs that could be engaged, these proposals were dropped from the campaign and the engagement aspect of the campaign had to be remodeled.

Other lessons learned from the NGO engagement include:

• the composition of the Sri Lankan PII community identified by the UNHCR – i.e. 20‐ year old, mostly single men, and not families, as indicated in the original research;

3 Source: Between a rock and a hard place, Afghan refugees and asylum seekers in Malaysia, Health Equity Initiatives, June 2010 and meetings with the UNHCR.

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• the location of PII meeting places in Ampang, Sentul and Brickfields, Shah Alam, and therefore, an indication of the places where people smugglers will target PIIs; • key community leaders whose networks can be used to extend messages to Sri Lankan PIIs; • the lack of knowledge within the Afghan PII community about the realities of failed migration attempts and how to counter this through the schools program; and, • the type and style of stories that would work best with the children of Afghan PIIs.

Market research

The first phase of research provided valuable information on the size and characteristics of the Sri Lankan and Afghan PII populations in Malaysia, including their location in the Greater Klang Valley, the NGOs and information channels they trust and their motivation for using people smugglers.

Insights

• Without this research, it would have been difficult to craft appropriate campaign messages and identify the most effective approach and channels to reach Sri Lankan and Afghan PIIs.

The results of the second phase research will clarify the effectiveness of the campaign messages and the channels used to get these messages to Sri Lankan and Afghan PIIs.

Publicity

The only publicity undertaken was the support of the joint media announcement with the Malaysian Government, which served to provide broad‐based awareness of the steps the Australian and Malaysian Governments are taking to counter human trafficking and people smuggling. The support included the preparation of an event checklist and timeline, recommendations for the structure and flow of the event, a draft media release, speaking points for the Australian High Commissioner, and two fact sheets covering the steps the Malaysian and Australian Governments are taking to counter human trafficking and people smuggling.

Outcome

• This announcement generated articles in two of Malaysia's mainstream daily newspapers. • These news clips provided a foundation for the significant number of press articles that followed covering the Prime Minister's visit to Malaysia, and discussions with Asian leaders about proposed steps to counter people smuggling and human trafficking from a regional perspective.

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The publicity is not a major element of the overall campaign, but is a supporting element to the main focus of the campaign, which is centred on NGO engagement and the strategic placement of campaign messages in the community.

Clip from the Star, The Nation Page N20, 29 October 2010 (Malaysia's leading daily English language newspaper with a circulation between 295,000 and 300,000 daily4).

4 Source: http://thestar.com.my/info/thestar.asp#readership

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Clip: Utasan Malaya, Dalam Negeri, page 3, 29 October 2010 covering the Malaysian and Australian Governments' joint announcement on measures being taken to counter human trafficking and people smuggling5.

5 Circulation 169,548 in 2009. Source: Audit Bureau of Circulations.

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CONSTRAINTS

A number of constraints have been experienced with the Public Information Campaign.

The major constraint is the implementation timeframe resulting from delays in approvals. From the completion of the Public Information Campaign Strategy in June, to the kick‐off meeting from 1‐8 July, there was an 11‐week delay in implementation.

This has resulted in the need to fast‐track production and placement of campaign materials at a time of year when many suppliers and schools take a break for the Christmas/New Year period.

Other constraints experienced in the first 11 months of this campaign include:

• Limitations placed on the number and range of NGOs (due to the majority of them not being officially registered in Malaysia) that could be engaged for the campaign, resulting in a major redesign of the NGO engagement strategy aspects of the campaign. • The need to shoot the video indoors, against a black background, due to the inclement weather on the scheduled shoot day. • Late advice on the format and timing of the joint media announcement between the Malaysian and Australian Governments. • The impact of the passage of the Anti‐Trafficking in Persons Act on the ability to implement the public information campaign.

ADJUSTMENTS TO THE FUTURE DIRECTION

The information provided by UNHCR and insights gained from meetings with key opinion leaders since campaign commencement suggests that it would be better to organise and disseminate key campaign materials and messages via meetings of identified community leaders.

Now that awareness of the issue has been raised through adverts, posters and leaflets, it appears the Sri Lankan community will be more receptive to this style of engagement.

Based on this, it is recommended that the current advertorial case studies are produced as case study fact sheets to supplement the messages being conveyed in the video, posters and leaflets. This approach also maximises the investment in the video and provides an opportunity to extend the reach of the video through these Sri Lankan community leader networks.

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RECOMMENDATIONS FOR FUTURE PUBLIC INFORMATION CAMPAIGNS

The engagement of the Kuala Lumpur‐based NGO engagement agency (Fleishman Hillard) has been extremely valuable, due in part to their ability to access their existing networks and relationships in the NGO sector. It would be beneficial to test the findings of future research with the NGOs, before implementing future campaign strategies, to allow for fine‐ tuning where necessary.

Continuing to build relationships with the UNHCR and IOM are also critical to gaining their future support and insights – given their role in registering asylum seekers, general access to PIIs and in the resettlement process.

To acknowledge that this and future public information campaigns rely on the cooperation of the Malaysian Government for their successful implementation, it would be helpful for future campaigns to involve the Ministry of Home Affairs, Anti‐Trafficking in Persons Council earlier in the strategy development process to identify any constraints to the proposed communications, before the strategy is presented for approval.

Materials created for public information campaigns in the region should be produced in a way that they can be re‐used in future regional campaigns. This would enable the Australian Government to maximise the efficiency of materials created, while minimising the cost of producing them. This would require the licensing of talent across the region and a decision about how culturally appropriate materials are before they can be used in multiple countries.

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EVALUATION PLAN

The final phase of the Public Information Campaign is the second phase of research to evaluate the effectiveness of the communications and engagement approach, the communications mix, and the information materials and channels used to reach Afghan and Sri Lankan PIIs.

Survey Coverage and Methodology

The research will be conducted via face‐to‐face interviews (with the assistance of Tamil and Persian language translators) with members of the Afghan and Sri Lankan PII communities in the Klang Valley, in the areas where these communities are most concentrated, such as Ampang, Klang, Sentul and Rawang. In addition to the interviews with PII communities, the research will also include interviews with key stakeholders such as UNHCR, IOM and local community leaders.

The objectives of the second phase of research will cover the:

• Evaluation of the implementation timeline • Value for money assessments including all expenditure details • Evaluation of the effectiveness of messages • Evaluation of the effectiveness of delivery methods • Evaluation of the campaign’s impact on the decision of residents of the communities where people smuggling occurs to participate in the irregular migration ventures to Australia • Constraints encountered • Lessons learned • All activities undertaken • Recommendations for future communications

The proposed timeline for the research to take place is early March – end April 2011, although preliminary fact finding activities have already begun.

At the conclusion of the evaluation fieldwork, the following items will be delivered:

• An evaluation report on the campaign's effectiveness, based on the objectives of the study listed above and a technical survey report covering the research methodology.

A full briefing paper will be prepared, to ensure the research provides the required outcomes, prior to the research taking place. This paper will be prepared in February 2011.

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APPENDIX A – POSTER AND LEAFLET PLACEMENT

The following images show some of the poster placement locations where PIIs gather.

Key: the following provides the English translation for the posters and leaflets shown in the picture above.

Poster text:

Left‐hand poster showing an Afghan woman: "I lost my son." The people smuggler's boat sank half way. The boat was overcrowded, nobody survived. People smugglers will lie to get your money. They don't care if you get to Australia or not. You are the same to them dead or alive. It's not worth the risk.

Middle poster showing a people smuggler: Will you trust him with your life savings? People who make money from smuggling or trafficking people are criminals. Why trust your life savings to criminals? Why trust your life to somebody who doesn't care if you survive the journey or not? Don't be fooled by the smugglers or your family could be left to pay for your mistake.

Right‐hand poster showing a mother and baby: "I dreamed of a good future in Australia." But now I may be sent back to Afghanistan. The people smugglers told me it was easy once I

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got to Australia. But they lied to me. The Australian Government is getting tougher. My money is gone, my dreams are gone. My family will pay the price.

Tag‐line for all posters: The Malaysian and Australian Governments are working closely against people smuggling and human trafficking. The likelihood that you will be caught and imprisoned is now very high. Everyone loses. www.australia‐asylum.com

Leaflet text:

Headline: Want to migrate cheaper?

Body: Don't be fooled by promises from people smugglers. They are all criminals. They will take your money and they don't care if you survive the journey or not. Value your life, don't hand it to criminals.

Headline: Easier way to migrate.

Body: Don't be fooled by promises from people smugglers. They are all criminals. They will take your money and they don't care if you survive the journey or not. For them your life is cheap, it's only your money they want.

Headline: Call me. I will get you to another country.

Body: Don't be fooled by promises from people smugglers. They are all criminals. They will take your money and they don't care if you survive the journey or not. When you contact them you are in their trap, and you may not live to warn others.

Footer for all leaflets: www.australia‐asylum.com

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Leaflet text:

Headline: Want to migrate cheaper?

Headline: Easier way to migrate.

Headline: Call me. I will get you to another country.

Footer for all leaflets: www.australia‐asylum.com

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Right‐hand poster showing a mother and baby: "I dreamed of a good future in Australia." But now I may be sent back to Afghanistan. The people smugglers told me it was easy once I got to Australia. But they lied to me. The Australian Government is getting tougher. My money is gone, my dreams are gone. My family will pay the price.

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Leaflet text:

Headline: Want to migrate cheaper?

Headline: Easier way to migrate.

Headline: Call me. I will get you to another country.

Footer for all leaflets: www.australia‐asylum.com

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APPENDIX B – CHILD’S BOOK DRAFT

This appendix shows a selection of images from the child’s book, to demonstrate the illustration style for the story and the translation of the story into Farsi text.

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