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Turning a corner on negative perceptions of refugees in europe

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Our study reveals there is opportunity to turn a corner on negative perceptions. After isolating the most important barriers to address, targeted communication increases attitudinal and behavioral support for refugees.

However, we find some barriers are easier to overcome than others, the most effective form of communication depends on the barrier being tackled and outcomes differ in terms of the type of support triggered.

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Turning a corner on negative perceptions of refugees in europe

  1. 1. Turning a corner on negative perceptions of refugees in Europe Nijat Mammadbayli Patricia Dominguez Samantha Bond
  2. 2. Who’s a refugee? A refugee is someone who has been forced to flee his or her country because of persecution, war, or violence. A refugee has a well-founded fear of persecution for reasons of race, religion, nationality, political opinion or membership in a particular social group. Most likely, they cannot return home or are afraid to do so. Source: www.unrefugees.org/what-is-a-refugee
  3. 3. Attitudinal group Behavioural group
  4. 4. Attitudinal group Behavioural group 1. I am concerned refugees increase the risk of terrorism 2. Refugees should be supported (or relocated) within their own country 3. I am concerned refugees take our public and social services (healthcare, social benefits, social housing, taxes)
  5. 5. Facts & figures
  6. 6. Targeted story
  7. 7. General story
  8. 8. Key Insights 1. Education is needed 2. It is possible to change people’s perceptions and drive action 3. Targeted > General 4. Segments to target: • Increased risk of terrorism • Own country should help
  9. 9. Increased risk of terrorism 1. Biggest barrier 2. Focus on Facts & Figures 3. 6 out of 10 took a behavioural action
  10. 10. Refugees should be helped/relocated within their own country 1. 8 out of 10 still oppose refugees coming to the UK 2. Focus on a targeted Personal Story 3. 8 out of 10 took a behavioural action
  11. 11. Pressure on the UK welfare 1. People with strong opinion 2. Focus on a targeted Personal Story 3. Polarizing effect of Statistics stimuli
  12. 12. 1.Education is a key 2.Refugees ≠ economic migrant 3.One message does not fit all
  13. 13. Thank you

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