Rethinking Securitization in Empowerment-Based Migration Awareness Campaigns for Sustainable Africa-EU Migration Management

The use of securitization strategies by European states in Africa has led to the implementation of deterrence-based awareness campaigns aimed at controlling migration. However, these campaigns have had limited success, prompting a shift towards an approach that empowers individuals to engage in safe migration practices. Nevertheless, unsafe migration practices from Nigeria to Europe persist. This study examines the “Migrants-as-Messengers” and Waka-Well (“safe migration”) awareness campaigns, which aim to reduce unsafe migration by educating potential migrants. It explores whether combining empowerment with securitization could create a more effective and sustainable model for managing migration. Through interviews with key informants and using Braun and Clarke’s six-step thematic analysis, the research examines the influence of migration awareness campaigns on migrants’ decisions. The findings reveal that, while deterrence-based awareness campaigns expose potential migrants to risk, they fail to provide safe migration options. Conversely, the empowerment approach equips potential migrants with the means to utilize safer routes. The study concludes that, although the empowerment approach is more appealing to migrants, it is more effective when combined with clear messaging about the dangers of unsafe, irregular migration. Therefore, integrating a deterrence narrative into empowerment frameworks can balance security concerns with migrants’ aspirations, fostering safer and more sustainable migration paths.