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End of Project Final Report October 2006 – June 2014

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End of Project Final Report October 2006 – June 2014 AN INNOVATIVE MULTIMEDIA PROGRAM TO INCREASE AWARENESS AND PREVENTION OF TRAFFICKING IN PERSONS TO PROMOTE BEHAVIOURAL CHANGE AND DRIVE SOCIAL ACTION END OF PROJECT FINAL REPORT OCTOBER 2006 – JUNE 2014 AN INNOVATIVE MULTIMEDIA PROGRAM TO INCREASE AWARENESS AND PREVENTION OF TRAFFICKING IN PERSONS TO PROMOTE BEHAVIOURAL CHANGE AND DRIVE SOCIAL ACTION END OF PROJECT FINAL REPORT October 2006 – June 2014 CONTENT 1 FOREWORD 1 5 CROSS-CUTTING MECHANISMS 31 8 APPENDICES 54 2 EXECUTIVE SUMMARY 3 5.1 COMMUNICATIONS AND 8.1 COMMUNICATIONS FOR 3 INTRODUCTION 6 BRANDING 31 DEVELOPMENT (C4D) SUMMARY 54 4 CORE PROGRAM COMPONENTS 10 5.2 DIGITAL 35 8.2 COUNTRY-SPECIFIC HIGHLIGHTS 60 4.1 MEDIA CONTENT 10 5.3 GENDER 40 8.3 CONTENT LIBRARY 75 4.2 LIVE EVENTS 15 5.4 RESEARCH AND LEARNING (R&L) 43 4.3 YOUTH ENGAGAMENT 20 6 LESSONS LEARNED 51 4.4 STRATEGIC COMMUNICATIONS 25 7 SUSTAINABILITY 52 1 Foreword MTV EXIT Foundation Dreams of a better future pervade the impact the campaign has EXIT. We are proud to have been the mindset of young people. had on our youth audiences. a part of a growing movement of They dream of a better life: for Social responsibility is coded into governments, non-governmental themselves and their families. MTV’s DNA and is the hallmark organisations, companies, For many young people, of its employees, who shape celebrity activists, advocates, and particularly those in the poorest and drive MTV’s social efforts. safe houses fighting to end human socioeconomic strata, it’s this MTV EXIT has been a critical trafficking. pursuit of happiness, security and part of the way we engage with prosperity that drives them to young people around the world, For 10 years, MTV EXIT has take risks, by migrating for work positively affecting their attitudes raised awareness of human opportunities that they often know and encouraging protective trafficking using the power of the little about. behaviours. MTV brand. We’ve shared the stories of the individuals who are These kinds of risks can make Tackling modern slavery is bravely fighting against trafficking, young people vulnerable to no small feat. Globally, over and in doing so, we’ve reached trafficking and exploitation. This 20 million people are victims massive youth audiences around issue affects every country on of forced labour, and this the world with powerful anti- earth, and is one of the greatest number continues to rise. Still, a trafficking messaging. human rights violations of our fundamental shift has occurred in time. the past decade: many countries We stand at a pivotal moment have enacted anti-slavery laws, in our organisation’s history. The Since 2004, MTV EXIT has been police forces are being trained to issue of human trafficking is an one of the leading anti-human better identify traffickers and assist ever-changing one and we have trafficking campaigns globally. survivors, and more young people adapted our strategy accordingly. The campaign aims to inspire are aware of the risks and are At this time, we take stock and young people to take action, better equipped to avoid the tricks learn from our efforts over the past and empowers them with the of traffickers. Universities are even decade. information and resources they offering degrees in anti-trafficking, This report is a celebration of need to help protect themselves something that was previously from falling prey to traffickers. the efforts of all of those brave unheard of. young people and communities Looking back over MTV EXIT’s The world of anti-trafficking has with whom we have worked. 10-year history, we’re proud of been adapting, and so has MTV 1 2 2 EXECUTIVE SUMMARY This report presents the results EXIT Foundation (MTVEF), formerly multi-donor partnership between of the MTV EXIT international known as the MTV Europe MTV, the United States Agency for multi-media program to raise Foundation, has facilitated the International Development (USAID) awareness about the crime of MTV EXIT program. and the Australian Government’s human trafficking; a modern day Department of Foreign Affairs form of slavery. The report details MTV EXIT was a large-scale multi- and Trade (DFAT). The partnership the main achievements, most media program designed to formed with the aim to contribute significant program challenges, raise awareness of trafficking in to a reduction in human trafficking and lessons learned from the persons (TIP) with the objective as well as to strengthen the anti- implementation of the MTV EXIT of promoting behaviour change TIP (ATIP) sector within the region. program, for the period October and driving social action. The 2006 to June 2014. The MTV program has been an innovative 3 TOTAL PEOPLE REACHED, MTV EXIT 2006–2014 PEOPLE REACHED THROUGH LIVE EVENTS TOTAL VIEWERS OF MTV EXIT TV PROGRAMS TOTAL 1.85 M NUMBER REACHED 83 M ONLINE 547 M The program successfully raised awareness of trafficking in CONCERTS TV PROGRAMS MTV EXIT YOUTH PRODUCED persons (TIP) and exploitation PRODUCED 144 AMBASSADORS in the Asia Pacific region using TRAINED the power of mass media. After 1277 eight years of USAID support, the 40 COMMUNITY program concluded on June 30, EVENTS PRIVATE 2014. The MTV EXIT program’s TOTAL LEVERAGED FROM HELD SECTOR PARTNERS main achievements include: NON-DONOR PARTNERS (FINANCIAL & IN-KIND) 1. Increasing anti-TIP knowledge 570 and attitudes among targeted $133 MILLION 600 groups, and achieving a positive change in anti-TIP preventative practice among million times on air and reached its audience; over 30 million people online, with a potential overall online 2. Strengthening independent reach of 540 million. MTV EXIT regional capacity to use built an active social media mass and social media community of over 2.1 million campaigning and targeting users spanning the globe. The to educate the public about campaign also pioneered an human rights and justice; innovative ratings-and-impact 3. Maintaining and strengthening methodology, employing over 40 key government-level beneficiary and control group advocacy to foster strong anti- studies to measure the impact TIP support regionally and of its interventions on the levels nationally; of knowledge, attitudes and intended behaviours of audiences 4. Maintaining and strengthening and participants. national and regional mass and social media relationships to ensure consistent dissemination of anti-TIP messages and promotion of dialogue. With USAID’s support, MTV EXIT reached over 1.8 million people directly through hundreds of Live Events, which attracted top international and local artistic talent with targeted ATIP messaging. The program’s educational television content was viewed an estimated 83 4 POST INTERVENTION SHIFT IN HIGH RISK SEGMENT (%) 80 Pre Intervention 70 Post Intervention about human trafficking. After its 60 first campaign in Europe, funded 50 by the Swedish International 40 Development Cooperation Agency (Sida), MTVEF received 30 Proportion High Risk funding in 2006 from USAID/ 20 RDMA to expand its work across 10 Average reduction by 45% the Asia Pacific region to reach 0 at-risk youth with critical safe 1277 PH VN CA CA VN TH IN VN IN VN TH TH TH MA TH IN CA NE NE MA CA CA ID CH GU UK JA PH MY TL HO PH PH PH Intervention location migration messages. In 2010, the program also confirmed support MTV EXIT’s overarching program EXIT live event or training. This from AusAID (now DFAT). goal was to contribute to a significant achievement shows reduction of human trafficking in that MTV EXIT’s interventions MTV EXIT has been a critical the Asia Pacific region by raising helped to prevent youth from player in the ATIP sector, providing awareness, promoting behaviour being trafficked by improving valuable programming, materials change and driving social their knowledge, strengthening and trainings to a broad range action. MTV EXIT successfully positive attitudes and influencing of stakeholders. The program achieved this goal. The program behavioural intentions. worked with regional, national saw significant shifts in young and local organisations, and people’s knowledge, attitudes and The MTV EXIT Foundation governments to build sustainable intended behaviour with respect to established itself as a UK counter human trafficking (CTIP) trafficking. registered charity in 2004, and partnerships. This included Through independent quantitative operated under a gratis license developing communications baselines surveys, MTV EXIT was through MTV Networks Europe capacity, mobilising youth to able to segment its audience (MTVNE) to enable the campaign promote TIP awareness, and into low, moderate and high to use the MTV branding in its advocating with governments risk groups based on the efforts to educate young people working against human trafficking. developmental stage of their mindset vis-a-vis human trafficking. TOTAL DONOR FUNDING, MTV EXIT 2006–2014 Within the high risk group, knowledge levels were considered Year Donor USD Amount very low and stated behaviour 2006–14 USAID 11.4 million was such that it supported 2010–14 DFAT 4.6 million demand for human trafficking or 2010 Int'l Relief & Dev. Fund (SERASI) 71,000 potentially put young people at 2011 World Vision 4,500 risk. The graph above shows the 2011 US Embassy Singapore 6,200 reduction in the high-risk segment 2011 UNICEF LatAm (MTVNLA) 50,000 following MTV EXIT interventions 2012 UNICEF Korea 85,000 across countries. People in the 2012 Nathan Inc. (USAID) 245,000 high-risk category were usually 2012 US Embassy Burma 15,000 the primary target of MTV EXIT 2012 Taiwan Foundation for Democracy
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