Governments and international organisations often invest millions in migration communications campaigns - yet too often, these efforts fall short. Campaigns are launched with good intentions but little understanding of how to influence behaviour meaningfully or ethically. Many departments are left unsure where to start, while activists may underestimate the power of strategic communications, and the public remains unaware such campaigns even exist.
At Seefar, we’ve spent years designing and implementing migration communications around the world. Our experience has taught us that effective campaigns don’t aim to stop migration altogether or broadcast messages to everyone. Instead, real impact comes from understanding a specific audience and helping them make informed decisions.
That’s why we created the 3E Impact Model -a practical, evidence-based behavioural science framework for designing migration communications campaigns that are ethical, engaged, and effective.
What is the 3E Impact Model?
The 3E Impact Model is Seefar’s foundational approach to driving behaviour change in migration contexts. It takes into account that migration decisions are complex and shaped by multiple factors such as a lack of access to accurate information, normalisation of irregular migration, and economic pressures. Grounded in the COM-B behaviour change theory, 3E Impact focuses on three key elements: Capability, Opportunity, and Motivation .By strengthening these three core components, the model promotes informed decision making to reduce reliance on irregular migration and encourage greater uptake of safer, legal alternatives.
3E in Practice
- Driving Motivation: We increase migrants’ motivation to adopt safer migration choices through tailored counselling and community influence. This supports reflection and informed decision-making, while simultaneously addressing the emotions, beliefs, and habits that drive behaviour. Our approach prioritises two-way communication, respecting the agency of migrants and their communities, while fostering positive behaviour change.
- Strengthening Capability: We build migrants’ capabilities to make informed choices by providing knowledge, tools, and skills. This includes interpersonal activities such as educational outreach and skills training to support inclusive decision-making, and social media messaging and AI tools to increase awareness and knowledge of migration risks and opportunities.
- Expanding Opportunity: We improve migrants’ access to safe and legal migration opportunities by partnering with communities to connect migrants to essential services. This includes reducing physical and social barriers to access, promoting inclusive participation and using strategic media and community outreach to create supportive environments.
Monitoring and evaluation are embedded at every stage of the 3E Impact Model, using tools such as message testing, independent monitoring, checkbacks, and longitudinal surveys to assess, adapt, and scale campaigns effectively.
3E Principles
At the heart of the 3E Impact Model are three core values:
- Ethical: We respect people’s agency and dignity.
- Engaged : We listen to communities and co-design content with them.
- Effective: We measure real change, with rigorous monitoring and evaluation.
While designed with migration in mind, the 3E Impact approach can be applied to other behavioural challenges—such as education or livelihoods—offering a structured, adaptable model for anyone aiming to drive positive change.
Get the 3E Impact Manual
Download the 3E Impact Manual to learn how to build communications campaigns that are ethical, engaged, and effective. Whether you're developing a local awareness initiative in Lagos or a national media campaign in Erbil, the 3E Impact approach gives you the tools to do it right.