In 2016, Lapis implemented the Australian “No Way” media campaign in four countries (Pakistan, Afghanistan, Iraq and Iran), complimented by “Why no Way” on-the-ground activations  in  Pakistan  and  Afghanistan.  Lapis’  approach  combined the government’s risk awareness approach with a community-centered, empathetic engagement model among people considering irregular migration.

This approach was grounded in qualitative research and behavioral insights, along with previous Lapis work devising the 360-degree media and marketing strategy for the movie “Journey”.

Lapis also used content integration, scripting and airing two TV discussion segments which were naturally incorporated into the popular morning talk show, Bamdad e Khosh, on Tolo TV with an estimated viewership of 1.7 million. The segments focused on the real risks associated with unsafe migration pathways, enabling audiences to better understand their options and the potential consequences of different choices.