Evaluation of the strategic communication on flight and migration abroad

In 2016, the Federal Foreign Office (AA) initiated a new communication strategy on refugees and migration abroad. This consists of direct communication activities such as its own websites and social media channels on the one hand and indirect communication work through project funding of partner organizations on the other. The aim of these efforts is to contribute to a better information base on refugees and migration abroad and to strengthen humanitarian and international law principles in the course of this.
The objective of the evaluation was to evaluate the achievement of objectives, effectiveness, cost-effectiveness and sustainability as well as the more general impacts of the funded projects and the direct communication services offered by the AA, and on this basis to derive recommendations for future funding and strategy development. At the same time, the funded projects were supported in the development and implementation of an impact-oriented monitoring of their projects. The evaluation contained summative and formative elements and includes a capacity building component in the field of impact-oriented monitoring. In this way, the evaluation was intended to support AA-internal learning in the field of communication strategy on the one hand and to provide transparent accountability on the other.
From a methodological point of view, a comprehensive mix of qualitative and quantitative methods of data collection and analysis were combined. This ranged from document analyses to various forms of qualitative and quantitative surveys as well as focus group and guideline interviews to participating observations. This was complemented by an experimental survey design using an online survey instrument, which provided insight into the cause-effect relationships of the strategic communication of the AA and from which a concept of the communicative structure of effects was developed.


23.09.2019 - 31.03.2020