University of Southern California, Annenberg School of Communication and Journalism
Assessing Changes in Attitudes, Awareness, and Behavior among Indonesian Youth: a Multi-Method Communication and Social Media Approach to Help Counter Human Trafficking
October 2013 – September 2014
The USC research team designed a survey to measure the effectiveness of a human trafficking documentary, developed by USAID partner MTV EXIT, in changing knowledge and behaviors related to human trafficking, both immediately and longer term. The team implemented its survey in West Java, Indonesia, where MTV EXIT works and which has high levels of trafficking. USC also conducted a social media analysis of C-TIP activity and dialogue in Indonesia, and cross referenced this with the survey data. Key findings include:
- The MTV EXIT documentary had limited effects on trafficking knowledge, attitudes towards C-TIP strategies, efficacy, perceived risks, preventive skills, intention to practice C-TIP behavior, and adoption of C-TIP behaviors—suggesting that it would be beneficial to conduct pre-testing to develop more effective messaging frames on future media products.
- Text messages should be prominently used in communication campaigns; however, there may need to be incentives to keep phone numbers registered and unchanged.
- Many respondents did not see the relationship between environmental risk factors, such as abuse or divorce, and migrating for jobs; respondents with relatively higher household incomes tended to be more likely to trust sponsors to make arrangements for their migration; and female respondents tended to be less likely than male respondents to perceive human trafficking as a problem or to perceive themselves as susceptible—all suggesting that campaign materials with narratives targeted to correcting these misperceptions could be valuable.
- Interpersonal discussions about human trafficking had the largest number of significant relationships with C-TIP prevention behaviors and so should be the strongest facilitator of positive C-TIP outcomes—suggesting that community-based discussion groups about the risks of trafficking and how to migrate safely could be an effective intervention.