Illegal Migrants Assisted Voluntary Return Scheme Evaluation

Refugee Action/The Home Office

Migration is a sensitive and complex issue. Migrants are often in very challenging circumstances and need help, support and reassurance.

We were commissioned by Refugee Action and the Home Office to carry out an evaluation and analysis of their marketing activity to promote the Assisted Voluntary Return/Choices scheme. The scheme was set up to help those who no longer have a legal basis to remain in the UK to return to their home country.

Using our insight from interviewing a wide range of migrants and stakeholders, marketing resources were increased, and a more targeted engagement and outreach approach was taken with the two core groups (those who have decided to return home versus those who are starting to wonder whether they would be better off returning home) which immediately helped to increase interest/enquiries levels about the scheme.