Together with the Philippines Overseas Employment Administration, ICMPD (under the MIEUX initiative) deployed this social marketing tool in attempting to influence the behaviour of different segments of the population (young people, students, women, would-be migrants, etc.) in relation to a campaign on trafficking and illegal recruitment. Social marketing campaigns are designed to influence the target group’s actions and adopt a new behaviour or change a current behaviour which affects the target group in a negative way.

In doing so, there is a need to understand different target groups' needs and level of understanding and target them differently based on their level of education, age, understanding and other characteristics. In this respect, a 5P approach to communication with migrants is advisable: public - product - place - promotion - partnership.