IOM X seeks to move beyond raising awareness to affecting behaviour change. It does so by applying Communication for Development (C4D) and BeSci principles such as social influence and implementation prompts to encourage young people to make informed migration decisions. The IOM X model has been applied internationally, including most recently in West Africa where it is called WAKA Well. The model facilitates a process where a tailored multi-media campaign targeting a specified community is led by its youth and other community members, who direct audiences to informational material available in their communities. In order to approximately assess the impact of the campaigns on behaviour change, surveys measuring the knowledge, attitudes and practices among the target audience were conducted before and after the campaign.

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