BUILDING HUMAN-RIGHTS BASED MIGRATION NARRATIVES
Role: Author and Research Advisor
METHODOLOGY REPORT, UNITED NATIONS HUMAN RIGHTS
Christina MacGillivray is the author of a groundbreaking methodology report that applies behavioral science to narrative change. Developed under the United Nations campaign, this report provides civil society organizations and policymakers with a rigorous, evidence-based approach to shifting public attitudes on migration. By drawing from cognitive science, psychology, and social research, the publication examines how people interpret the world around them—not just rationally, but through emotions, biases, and social contexts.
Christina’s methodology report serves as a roadmap for designing, implementing, and evaluating narrative change strategies. It equips changemakers with the tools to develop effective messaging, identify influential messengers, and inspire incremental shifts in perception—paving the way for more inclusive and just societies.
After overseeing research in Malaysia and Australia, Christina guided the development of the "Dari Dapur" and "MyGreat Story" campaigns, created by the creative and journalistic agencies Love Frankie and untitled kompeni. These initiatives use food and storytelling to foster empathy and human connection. By moving beyond labels, they challenge stereotypes and highlight how migrants and refugees are defined not by their status, but by the shared human experiences that connect us all.
Publication Editors: Pia Oberoi, Tai Komatsu and Genevieve Sauberli
Graphic Design : Damini Gupta
A guide to help advocacy campaigns succeed by using audience research, behavioral science, and message testing—no more guesswork needed.