Protector
of Emigrants
Project – Strategy, Social Media, Paid Social
Humanising Government Communication for Migrants
The Protector of Emigrants (PoE), operating under the Ministry of External Affairs, Government of India, safeguards the interests of Indian citizens seeking overseas employment. With a mandate to ensure safe, legal, and transparent migration, PoE regulates recruitment practices, educates potential emigrants, and addresses grievances of Indian workers.
Through its initiatives, PoE plays a vital role in empowering migrants with knowledge, protecting them from exploitation, and promoting their welfare, thereby strengthening India’s global workforce community.
The Challange
What We Set Out to Achieve
The Protector of Emigrants (PoE), under the Ministry of External Affairs, ensures safe and legal migration for Indian workers seeking opportunities abroad. But the challenge was clear-
Very limited awareness among citizens about rights, processes, and safe migration.
A dated and minimal digital presence.
Perception of government communication as bureaucratic and unapproachable.
The Objective
What We Set Out to Achieve
Awareness
Educate citizens about safe migration practices
Trust
Position PoE as a helpful, approachable government body
Engagement
Build two-way communication with the public
The Strategy
Simplifying Complex Information through Creative Storytelling
Digital-first strategy
Leveraged social media as the primary awareness channel.
Approachable tone
Humanised language, culturally relatable references, and multilingual accessibility.
Content Diversity
Infographics, reels and carousels tailored to audience & platform behaviour.
The Execution
Bringing Strategy to Life
