Assessing the Effects of Human Trafficking Prevention Campaign and Its Determinants Through a Multi-Level Model

• In Event: Top Papers in Health Communication

Abstract

Mass media campaigns have been utilized to raise awareness and increase prevention of human trafficking. Nevertheless, scant research has been conducted to evaluate these campaign effects to inform policy-makers and practitioners to make evidence-based decisions in how to invest and plan their programs. This is an efficacy study of the MTV EXIT campaign through a longitudinal randomized control trial with a panel design (N=527) in Indramayu, Indonesia. Investigators conducted a survey and ten outcomes were measured at baseline, one-week and four-month follow-ups. We also measured 12 factors at the individual, interpersonal, and community levels to identify significant determinants of the outcomes. Statistical analyses revealed that campaign exposure was associated with increases in knowledge, perceived risks, skills & abilities, efficacy and intention. Prior experience with trafficking and migration, media exposure, social influence, interpersonal discussion, and migrant network were found to be strong determinants of human trafficking prevention outcomes.

Authors

• Prawit Thainiyom, U of Southern California - Annenberg School for Communication

• Patricia Riley, U of Southern California

• Sheila Teresa Murphy, U of Southern California

• Mark Latonero, USC Annenberg