This research set out to investigate whether increasing public education of the refugee crisis can positively influence a change in public attitudes and behaviours. The study revealed the opportunities to turn a corner on negative perceptions through a targeted communication strategy.
The study consisted of two phases. 1) The first phase was to provide insight into the holistic picture of public sentiment, identity the three main barriers to attitudinal change and to understand the underlying causes of these barriers to create effective targeted communication. 2) Three types of communication barriers were tested to identify the most trigger effective communications for positive change in perception and willingness to help. After the survey, participants were offered the opportunity to take action in support of refugees, providing a behavioural measurement to the study.
The study produced several key findings which can be integrated into effective plans of change and is available for different stakeholders to use accordingly to their specific aims. The value of the study was pointed out by the UNHCR, by inviting SKIM to present their findings of the research to several senior heads of departments in Geneva and the UK.