Missing Migration Links: Connecting Migrants to Economic Opportunities MML
Reaching people on the verge of departure with counselling and local alternatives so they can build a future at home.
This project has concluded. Results are final.
"I completed the training and am waiting for my certificate. When I receive it, I will open my own day care centre and earn money to support my children's educational fees."
Female participant, Ethiopia (single mother of five)
Challenge & Approach
Every year, thousands of people in Afghanistan and Ethiopia risk dangerous irregular journeys to Europe, driven by conflict, instability and a lack of viable alternatives. The Missing Migration Links (MML) project set out to address this problem through access to employment pathways, and sustained psychosocial support to build hope and confidence in opportunities at home.
The Challenge
For many people in Afghanistan and Ethiopia, the decision to migrate irregularly is made under acute stress, and with limited, often inaccurate information. Without knowledge of genuine alternatives and support, risking everything on an irregular journey can feel like the only way forward.
Our Approach
MML reached people in Kabul and Addis Ababa who were actively planning irregular migration through targeted digital outreach; provided sustained one-to-one psychosocial counselling; and connected them with local partner organisations offering vocational training.
How the Project Worked
Digital Outreach
Using a combination of innovative lead-generation and screening tools, the project team precisely identified people actively considering irregular migration – far more effective than targeting broad demographics – reaching over 6.2 million individuals across Afghanistan and Ethiopia. Influencer partnerships and peer-to-peer referrals extended reach further.
Psychosocial Counselling
5,341 counselling sessions were delivered across both countries. Each individual was assigned a dedicated counsellor from first contact through to post-placement follow-up. Regular WhatsApp check-ins ensured sustained support between sessions - providing emotional support at every stage.
Livelihood Support
2,597 participants were connected with local partner organisations in Kabul and Addis Ababa offering vocational training, employment support, and entrepreneurship pathways.
Counselling: Addressing Psychosocial Needs Alongside Referrals
MML found that counselling - before any training or referral to economic opportunities - was the primary factor in shifting participants away from irregular migration and towards local alternatives. Among participants, 71% in Afghanistan and 69% in Ethiopia rated counselling 4 out of 5 for keeping them motivated and engaged.
Many participants arrived carrying acute psychological distress - grief, anxiety, and trauma - that had never been addressed. Being supported and listened to by a dedicated counsellor throughout the programme shifted their thinking in ways that a referral to training alone could not.
"He expressed deep relief. A few days later, he called back to thank me — it was the first time he had been able to open up without being judged.”
Seefar counsellor, Ethiopia
Livelihoods: Connecting People to Opportunities at Home
Each participant was matched with and referred to local opportunities tailored to their individual needs and aspirations. Across Kabul and Addis Ababa, five partner organisations offered vocational training, employment support, and entrepreneurship pathways - with each referral accompanied by counselling to ensure participants had both the practical opportunity and the confidence to pursue it. For some, this meant gaining a new qualification; for others, entrepreneurship support that gave them the tools to build something of their own.
Innovation Spotlight - AI-powered tools to reach the most relevant people
Most migration campaigns target people based on broad demographics with limited or no evidence those individuals are planning to migrate. Seefar’s MML project team took a different approach: identifying people actively considering irregular migration and reaching them where they already are. Against a target of 300,000, the team reached over 6.2 million individuals across Afghanistan and Ethiopia. Nearly 40,000 people were assessed for eligibility, with messaging refined in real time based on what was working.
The results revealed insights that helped improve outreach. In Afghanistan, Dari-language ads generated six times the female sign-up rate of Pashto content - prompting a strategic pivot that significantly improved gender reach. In Ethiopia, a single TikTok video by an Eritrean social media influencer unlocked a hard-to-reach Eritrean community, shifting Ethiopian sign-ups to approximately three-quarters Eritrean while driving the cost per lead down by nearly 80%.
As trust in the programme grew, participants also began referring others in similar situations. By the final three months, peer referrals accounted for 40% of new participants in Ethiopia and 46% in Afghanistan - at zero additional cost.
*Cost per lead refers to the cost of an in-segment sign-up - someone who is has completed the screening process and fits the agreed criteria.
Key Achievements
Across all activities, MML reached and supported thousands of people in Kabul and Addis Ababa:
6.2M
individuals reached online through innovative digital outreach across Afghanistan and Ethiopia
39,527
people assessed for eligibility - against a target of 10,000
5,341
counselling sessions delivered across Afghanistan and Ethiopia - above the 4,800 target
2,597
consultations delivered
Stories from the Field
Ahmad's Story: Kabul, Afghanistan
Ahmad, 27, had attempted the irregular journey twice. Both times he returned to Kabul with his savings gone and a family still dependent on him. Counselling through MML gave him the space to process what he had been through and explore other pathways. A referral to an entrepreneurship training programme in Kabul followed, giving him practical business skills, and a network of people in similar situations. Today, he runs his own jewellery-making business and supports his family.
"Due to economic problems, unemployment and a lack of a clear future, I was in a state of confusion. This programme enabled me to achieve a stable income and support my family."
Ahmad, Kabul, Afghanistan
Watch Ahmad's story:
Gebretsadik's Story: Addis Ababa, Ethiopia
Gebretsadik lost USD 560 to a migration scam. He returned to Addis Ababa with debt, no income, and an elderly father who depended on him. Through MML, he worked with a counsellor to process what he had been through and identify a path forward. A referral to an adult care programme built on his existing nursing background, giving him not just new skills but restored confidence and a path forward. He now volunteers at a charity supporting elderly people and is preparing to launch his own home care service.
"With the right support, I was able to build a future here."
Gebretsadik, Addis Ababa, Ethiopia
Watch Gebretsadik's story:
What MML Taught Us: Counselling and Opportunity Must Go Hand in Hand
MML demonstrated that economic referrals alone are not enough. The independent evaluation found that counselling - before any training or livelihood referral - was the primary factor in shifting participants towards local alternatives.
The model also challenged assumptions about how to find the right people - not by casting the widest net, but by identifying those already considering irregular migration. Influencer partnerships and peer-to-peer referrals extended that reach further. By the final three months, nearly half of new participants in Afghanistan were referred by someone already in the programme.
MML's results show that when people are given sustained support, counselling and access to real alternatives they will often choose to stay.