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

will be responsible, and d) when and where actions and changes are expected to occur.
Then, determine valid, reliable, specific, sensitive and operational ways of observing
these actions and changes.
Example: If one aspect of your campaign is to heighten VAW survivors’ awareness of a
VAW telephone hotline, then an adequate indicator to assess change could be an
increase in phone calls to the hotline after campaign rollout. However, do not forget to
verify if you can attribute the increase to campaign exposure, e.g. by asking a sample of
callers where they have learned about the existence of the services, and what has
prompted them to call.
COMMON INDICATORS IN CAMPAIGN M&E
Some indicators for campaign communications
Indicator Sample questions
Distribution How many educational brochures, campaign posters, leaflets and other
communications materials have been distributed respectively, to which
segments of the target audiences? How many times has a PSA been
broadcast, what has been the approximate size and composition of the
audience? If using online tools, such as digital video, how many times
has the video been viewed or downloaded?
Placement How much attention has the campaign, or a specific campaign activity,
received in the mass media (e.g. newspapers, TV) or on the internet
(e.g. through social networking sites, blogs)? How many times has the
campaign been mentioned in the mass media /internet over a given
period? How many open editorials prepared by the campaigners have
been run? How many times has the campaign video been downloaded
from the website?
Exposure To what extent have the different segments of the target audience
encountered the campaign? How many times has the campaign
website been visited? What percentage of the intended target audience
have noticed the campaign and can recall (unaided) or recognize
(aided) its message? How many people have signed-up on the
campaign website to receive more information, become a supporter or
sign a petition?
Indicators in behaviour-change campaigns
In campaigns that seek to influence people’s attitudes and behaviour, cognitive variables
such as attitude and knowledge change among individuals and in wider society are often
used as indicators. Common examples include the following:
Indicator Notes and sample questions
Knowledge/
Awareness
Most campaigns have a knowledge or awareness component,
particularly in their early stages. Surveys or opinion polls conducted with
the target audience can measure knowledge and awareness at the
outset and in later stages of the campaign. Sample questions: What
forms of VAW do you know? Are there any laws that prohibit VAW?
What exactly is it these laws forbid?
Saliency This measures how important an issue is. Often there may be high
awareness of an issue, but it is not seen as important (e.g. domestic
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Campaigns December 2011