Actions should pursue the following specific objectives:

• to provide trusted, factual, balanced information on the risks of irregular migration – during the journey (dangers of migrating irregularly) and after arrival (hardship of living in the EU irregularly and return), as well as on relevant legal alternatives of migration and on available economic opportunities in the country or region of origin;
• to empower credible voices in countering migrant smugglers’ and diasporas’ narratives on irregular migration and narratives on living irregularly in the EU;
• to strengthen multi-stakeholder cooperation between actors, such as civil society organisations, researchers, media outlets, local state actors, diaspora and where relevant other stakeholders;
• to enhance the sustainability of communication activities and results of the campaign.

The projects should lead to the following key deliverables for the corresponding components:

• an inception report, including the results from the targeted preparatory analysis carried out in order to develop the tailored communication strategy;
• a tailored communication strategy document, including definition of the geographical scope (e.g. if target communities established or transiting across several countries), audience segmentation, selection of topics and messages, plan for the use of tailored media, social media and any suitable communication channels, detailed plan for the roll-out of the campaign;
• a monitoring and evaluation methodology document, outlining a theory of change, a results framework and the planned data collection methods;
• the content of the information and awareness raising campaign, including products and services designed, produced and disseminated during the campaign;
• quarterly monitoring reports, including on implementation, contingencies and adjustment measures and progress towards achieving the proposed key performance indicators;
• a mid-term progress report using the standard form that will be available on the Participant Portal;
• a final report including the results, as well as the observations from the monitoring and evaluation of the project.