Completed
Morocco
Innovation:
Turning Tides Escape Game - first deployment, subsequently adapted for classrooms in Iraq, Nigeria, Kenya and Senegal.
Summary
In Morocco, Seefar’s NLM campaign combined the Turning Tides school-based escape game, social media, one-to-one consultations, and six locally made short films. Together, they reached over seven million people. Among students who began believing irregular migration was their only option, 98% had reassessed that position by the end.
Social media, escape games, counselling, and homegrown films: one model that reached seven million people.
25,163
students reached
98.4%
attitude change
2.3B
social media engagements
€0.12
cost per lead
(cost of one sign-up)
"
"Before this session, I thought leaving without papers was my only option. Now I know there are training courses and scholarships available."
- Student, Tanger-Assila region
Inside Morocco's Migration Awareness Campaign
Between May 2024 and December 2025, Seefar reached more than seven million people across Morocco through an integrated campaign combining educational outreach, counselling, social media, and locally produced films. A five-minute documentary showed how these components worked together to support informed migration decisions among young people and their families.
Turning Classrooms into Decision-Making Spaces
At the heart of the project was Turning Tides, an interactive educational Escape Game designed for Moroccan students aged 13-18. Rather than relying on lectures, students worked together to solve realistic migration dilemmas through a series of immersive challenges that encouraged critical thinking, empathy, and informed decision-making.
"Puzzle" activity from the Turning Tides educational escape game.
"Connecting Choices" activity from the Turning Tides educational escape game.
Teachers continued delivering Turning Tides independently months after training. By the project's end, 86.5% reported they intended to continue using the methodology, while 93% supported integrating migration education into the school curriculum.
Voices from the Field - Ayoub, Escape Game Facilitator
How do you talk to teenagers about irregular migration when social media tells a different story?
Ayoub Timjicht reflects on how an immersive classroom escape game reached young people in ways traditional teaching never could.
Award-Winning Short Films Created by Young Moroccan Filmmakers
Six young Moroccan filmmakers received grants to produce original short films exploring the realities of irregular migration. Together, the films generated more than 2.3 million views, with two selected for Moroccan film festivals, demonstrating their impact as both cultural works and behaviour change tools.
Voices from the Field - Kenza, Counsellor
What does it take to change a young person's mind about irregular migration, one conversation at a time? Kenza Sammoudi, youth and parent counsellor, reflects on what drives young people to risk their lives at sea, the power of trust-building, and the stories she won't forget. She reflects on a mother losing her son to TikTok-fuelled migration dreams, and a young man who nearly drowned before choosing to build his future in Morocco.
Watch Brahimologia’s Clip Promoting the Short Films Series
Voices from the Field - Brahimologia, Influencer
Brahimologia is one of Morocco's most recognised digital creators. In this interview, he reflects on the responsibility that comes with influence, why creators reach young people where formal media cannot, and how trusted voices can encourage safer migration decisions.
One-to-One Consultations That Changed Minds
More than 4,380 confidential consultations helped young people and parents better understand migration risks and alternatives. Beyond the sessions themselves, almost all participants went on to discuss what they had learned with family members or friends, creating wider community conversations.
Looking Ahead
The NLM project demonstrates that lasting behaviour change comes from combining trusted local voices, innovative educational tools, counselling, and culturally relevant storytelling. Its integrated model has since been adapted in Iraq, Kenya, Nigeria, and Senegal, providing a scalable approach for future migration awareness programmes.
