Learning from Demand-Side Campaigns Against Trafficking in Human Beings: Evaluation as knowledge-generator and project-improver
What can we know about the effectiveness of demand-side campaigns? Although considerable funds are spent on anti-trafficking campaigns seeking to influence spending patterns or to encourage reporting, little is known about their effectiveness. This is mainly due to insufficient evaluation, yet examples of critical internal evaluation show that evaluative insights are possible.
This ninth DemandAT working paper draws on a theoretical analysis of demand-side anti-trafficking campaigns to highlight the limited effectiveness of awareness raising per se. It argues for a stronger focus on the reduction of exploitation as a primary aim and an emphasis on better targeted campaigns that focus on specific audiences and promote concrete actions. More narrowly focused behaviour-change campaigns designed with a view to their evaluability would be more promising in combating trafficking. Furthermore, a learning-oriented evaluations approach increases our knowledge of what really works and what does not.
The DemandAT project has also developed a manual for Designing Evaluable Campaigns which can be downloaded.