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

participatory assessment tools adapted from community development programmes or
market research. To make campaign monitoring meaningful, data gathered needs to be
analyzed in time and fed back into the campaign management process. This can be
done most effectively through regular meetings that should be documented.
In most cases, data on three broad aspects is needed:
1. Campaign process - e.g. have activities been implemented as planned; have there
been any delays or other problems; what adjustments have been made? “Internal”
aspects, such as the development of a campaign alliance, management issues or
progress in fundraising, also need to be monitored.
2. Campaign outcomes - e.g. does the campaign attain the intended outcomes; what
are the changes or reactions evoked by communications tools used; what attention
does the campaign receive; have any unintended or negative outcomes occurred as
a result of the campaign?
3. External factors that may have a bearing on the campaign - e.g. new government
policies that may support or jeopardize the campaign goal; any events that focus
public attention on the campaign issue.
Bear in mind:
When collecting data on individuals, all participants must understand the nature and
consequences of their involvement in the research. Be sure to observe ethical
guidelines for research – see Research ethics.
Asking the target audience
An effective assessment of campaign effectiveness includes measurement of the
changes among target audiences.
Most commonly used tools include:
� Formal quantitative surveys, which at regular intervals track progress against
the baseline. In behaviour-change campaigns, this can be an effective way to
monitor changes in knowledge and professed attitudes. However, due to the
complex pathways of change in violence-related behaviour and the social taboos
linked to it, direct questioning of audience members, on its own, may not yield
reliable information on behaviour-change. To obtain a fuller picture, direct
questioning needs to be combined with other tools, such as observation, role play
or direct response tracking. See Quantitative surveys under Campaign evaluation
in this section, and Tools for data collection for types of surveys that can be used.
� Participatory assessment of process, inspired by community development
methods, which can provide rich qualitative information.
TOOLS FOR DATA COLLECTION
Focus group discussions (FGD)
Focus groups should bring together 5 to 12 participants selected to represent the target
audience, or specific segments thereof. Common in evaluation, communication and
market research, they are a useful tool to assess the target audience’s knowledge and
attitudes towards the campaign issue, or towards the campaign materials and messages
(e.g. development of prototypes to be discussed in focus groups).
It is common to offer incentives, such as food, drinks or campaign publicity products (e.g
t-shirts, caps) to FGD participants. An effective FGD should last at least one hour. A
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Campaigns December 2011