Communication for Integration (C4i): Key Focus-points

The overall C4i project seeks to involve public authorities, migrants and NGOs in mobilizing social networks to foster well-informed public debate on migration and diversity and combat unfounded (but widespread) myths and misconceptions which undermine the integration strategies at local level. To do this, the project will test the applicability of social communication & networking method experimented successfully in Barcelona. It will also assess the impact of the method among the population in project locations in order to devise a methodology and tools that can be used more widely across Europe.

Specific local diversity/migration challenges are at the focus of attention. By involving migrants and non-migrants and their organizations in a joint initiative with local authorities, C4i will help build trust and lay the foundation for a continuous dialogue and further participation of stakeholders in the policy-making process and in local life in general.

The project aims specifically at:

Identifying rumours & collecting objective data. Using social networks and viral information channels to provide correct information and explanations on migration and diversity and combat unfounded (but widespread) myths and misconceptions, that put social cohesion at risk.
Defining a strategy. Transferring to 10 partner cities an innovative method experimented successfully in Barcelona, and positively replicated in 4 Spanish cities with the Antirumores project. Devising a common methodology and tools to be adjusted to local context
Building a network. Creating anti-rumours networks in each city, involving public administration, social organizations and citizens.
Training ‘antirumours agents’. Inviting citizens to become ‘anti-rumours’ agents to fight against stereotypes and prejudices in their daily lives.
Awareness-raising actions. Innovative and participative Awareness-raising activities will be held in all C4i cities.
Impact evaluation. Assessing the impact of the project’s actions among the population in C4i locations in order to verify its effectiveness

Based on this approach, key elements of the C4i process include:

Research, Collection of Baseline Data & Needs Assessment. The potential networks to be involved and their members' target audience will be mapped; existing baseline data (statistical information and official data about migration, e.g. the use of public services by migrants) will be identified; research on the local communities' beliefs, stereotypes and rumours about migrants, the social and economic situation as well as the possible story-lines for communication messages will be conducted via focus groups, pre-testing and interviews;
Behaviour Change Indicators. They will be developed to measure impact of communication strategies on the public opinion in an affordable manner (e.g. one of the problems with the Barcelona campaign is that the impact measurement designed is too costly and has therefore not been used much);
Networks Mobilisation/Training & Strategy Planning. The C4i will work through local NGOs and informal social networks to reflect the broad range of partners and stakeholders to improve the planning and delivery of an effective communication strategy. Network leaders, informal opinion-makers and interested citizens unrelated to networks will be given training about recognising stereotypes and rumours, and "rapid reaction" by accessing and spreading reliable information to address them. Networks will work closely with city integration officials and policy-makers, plan what information will be disseminated and how. At this stage, representative(s) from the city of Barcelona will be involved to help C4i partners to build capacity and implement the "anti-rumour" methodology;

Material and Communication Tools Development. Behaviour change experts and communication professionals will play an important role in adapting messages, defining best channels of communication, and advising on specific communication activities. This will include development of specific communication materials (awareness-raising leaflet, network web-sites, videos, cartoons, and comics);
Communication Campaigns and Social Networks’ activities. Actions will be implemented through network mobilisation to address specific rumours and misconceptions. Additional activities will include press conferences, launch events and local Diversity Days to focus the attention of population groups, traditional media and political and social stakeholders that may not reached via the social networking approach, and amplify the impact of social networking information;
Monitoring & Evaluation. Continuous monitoring will be carried out to make adjustments in the C4i implementation process. Impact evaluation, based on behaviour change indicators, will measure the effectiveness of communication strategies and provide recommendations to improve the methodology. Project evaluation will also be conducted to assess the overall project cost-effectiveness, added-value and sustainability;
Dissemination and Transfer of Knowledge. Results of the project will be widely disseminated, during the project implementation and after its termination. The final activities will include the organisation of a European awareness-raising conference.