The British government is using every possible means, even the most extreme, to discourage Albanians from immigrating to the United Kingdom. An advertising campaign, funded by London and targeted at Albanians, presents the country as expensive, neglected and full of prejudice, in an attempt to limit migration flows.
Videos are circulating on social media showing shops with slogans on the walls and broken furniture in neighborhoods, aiming to reduce the number of people attempting to cross the English Channel in small boats.
The video series, entitled Stories from Britain, also features testimonies from Albanian refugees protesting the high cost of living and discrimination they face. The project is funded by the Foreign Office with a budget of £3.75 million per year.
However, an internal ministry document, leaked to the Independent newspaper, revealed that there is “limited evidence of effectiveness” for the campaign, which is described as a “persuasive communications strategy”.
The initiative was started by the previous conservative government and continued under Labour. At the same time, posts are being promoted that highlight the Reasons why albanians should remain in their country.
Critics have called the scheme a “precise failure.” William Yarwood of the Taxpayers' Alliance said: “Taxpayers will be seriously concerned to see their money being spent on a secret PR campaign that discredits Britain.”
Daniel Sohege from the human rights group Stand For All commented: “Campaigns to deter migrants are nothing new, but they always prove unsuccessful and costly. They ignore the real reasons that push Albanians to come to the UK, while they remain one of the largest groups of victims of human trafficking.”
In one of the videos, an immigrant, Vera, warns of discrimination, saying: "The perception people have of Albanians... is not positive. Life in England is very difficult."
In another video, Jonel talks about the economic crisis and Brexit: “I came here on a visa. There have been a lot of changes in the last eight years, because of Brexit and the pandemic. The cost of living has increased too much.”
The campaign is managed by TAG International, a consultancy based in Westminster.
A government spokesman said: “This account is not managed by the UK government. The views expressed are those of members of the Albanian diaspora and those who have returned to Albania. Tackling irregular migration and protecting the UK’s borders remains a priority for this government.”
