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

LEVELS OF MONITORING
Monitoring the campaign can happen at different levels: a) the activities implemented
(“process”), b) the effectiveness of the activities (“performance”), c) outcomes, and d)
impact.
Monitoring Purpose/ key questions
Level
Process Do activities occur with the planned frequency, with the planned
intensity, with the appropriate timing, and as directed to reach the
intended audience?
Performance Focus on quality, quantity, and distribution of communication
outputs: e.g., are the expected numbers of posters printed and
distributed to appropriate locations? Do all members of the
management and communication team carry out their functions as
planned? Are the quality and volume of the outputs, whether
posters, serial dramas, or community events, at the expected and
desired levels? In what ways does the performance of the
management team meet expectations and work plan requirements?
Outcome The focus is on outcomes the campaign activities contribute to. E.g.,
if the campaign goal is to heighten awareness amongst a specific
group of teenagers about sexual abuse and prompt them to use
support services, then monitor the evidence of change in those
teenagers. What is the evidence that they are more aware? Did an
increase in calls to a helpline occur? Did more students seek help
from a school counselor? If so, then by whom, when, and from
where? Unintended outcomes, different from those identified during
campaign planning are important. Are there changes in the
awareness of other social actors – parents, teachers, police, social
workers, teenage boys? This may include negative outcomes, e.g. a
decrease in calls to the hotline.
277
Campaigns December 2011