Campaigns to End Violence against Women and Girls - Virtual ...

from additional research to assess the effectiveness, or likely effectiveness (in formative
evaluation), of a campaign and its different elements. While monitoring is an on-going
process accompanying all campaign activities, evaluations are more time-bound and
specific interventions, usually carried out at the end or at particular moments (e.g. midterm)
during campaigns. When and how monitoring activities and evaluations take
place, should be decided in the campaign planning phase.
Ideally, campaigners and experienced social and communication researchers should
work together when planning monitoring and evaluation activities. A balance must be
sought between scientific rigor, and the campaigners’ practical needs and possibilities.
Even small-scale campaigns with limited resources can apply monitoring and evaluation
tools that enhance campaign effectiveness. In addition, apart from yielding vital insights
on issues that determine the success or failure of the campaign, monitoring and
evaluation can strengthen communication between the stakeholders of the campaign by
exposing them to each other’s perspectives.
Practical tip: As a rule, at least 10 per cent of the overall campaign budget should be
set aside for monitoring, evaluation and learning activities (M&E). For complex, rigorous
impact evaluations, the percentage for evaluation can reach up to 30% of the overall
budget. A specific M&E steering group or coordinator within the campaign team should
be established so as to ensure M&E receives sufficient attention.
Challenges in monitoring and evaluating campaigns on VAW are often related to
complexity, as many factors contribute to the occurrence of violence against women and
girls. It can be difficult to identify direct cause-to-effect relations between campaign
activities and change in individuals’ behaviour, or to determine whether changes in
institutions and society have been prompted by the campaign or by other, external
factors. Another challenge is how to measure certain types of change. For example,
attitudes to sensitive issues such as VAW may not be assessed reliably through
questionnaire-based surveys, as respondents tend to give answers they consider
socially desirable, rather than to reveal their true thoughts.
Every campaign to end VAW generates opportunities for learning, not only for the
implementing team but also for future campaigns. Unfortunately, relatively few
campaigns to end VAW have been systematically monitored and evaluated, which
accounts for the dearth of reliable data.
7.2 KEY DEFINITIONS
Monitoring
Monitoring is the systematic collection and analysis of information as a campaign
progresses. It is based on the targets and activities set during campaign planning. An
essential management tool, monitoring helps to keep the campaign on track, and lets
campaign management know what should be changed (if necessary) when things go
right or wrong. It enables the campaign team to determine whether the resources
available are sufficient and being well-used, whether capacity is sufficient and
appropriate, and whether planned activities are being implemented. (Adapted from
Shapiro, J., Monitoring and Evaluation, CIVICUS).
Monitoring usually focuses on processes, e.g. when and where activities occur, who
delivers which activities, to what effect, and how many persons or institutions have been
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Campaigns December 2011