"IOM seeks to provide practical guidance on designing, delivering and evaluating effective communication campaigns relating to migration. The guidance covers different approaches, themes, programme areas and methods to improve relevance, audience participation and results. The aim is to identify and navigate the main elements and pitfalls for carrying out a communication campaign within the scope of the Organization’s work. This resource is designed to support IOM staff and migration professionals by providing tools and templates for producing effective and responsive campaigns in unique and challenging migration contexts. The guidance given in this publication is divided into five chapters. Chapter 1 presents a definition of communication campaigns specific to the migration sector, and the background and purpose of these guidelines. Chapter 2 focuses on guiding principles, ethics and related areas, including obtaining informed consent. Chapter 3 addresses campaign design and planning, including analysing the context, defining campaign goals, framing the problem, identifying audiences, setting objectives, designing messaging and assessing the information landscape. Chapter 4 looks at campaign implementation, and also gives examples of some creative IOM communication campaigns. Chapter 5 provides an overview of different approaches to monitoring and evaluation (M&E), demonstrating the tools and methods, including carrying out an impact evaluation." (Introduction)