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

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7.9 CAMPAIGN EVALUATION OVERVIEW Evaluation assesses the merit or worth of the campaign. It brings together monitoring data, and findings from additional research to assess the effectiveness, or likely effectiveness (in formative evaluation), of a campaign and its different elements. Ideally, an appropriate baseline assessment and well-documented, regular monitoring form the basis for rigorous evaluation. Where such a basis has not been built, participatory approaches that explore stakeholders’ memories of activities, outcomes and challenges encountered are particularly important. Bear in mind: 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. mid-term) during campaigns. When and how monitoring activities and evaluations take place, should be decided in the campaign planning phase. Evaluation can start with the first campaign planning steps through to the formative research needed to devise an appropriate campaign strategy. Mid-term, “real-time” or “developmental” evaluations that are carried out while the campaign is running include a strong formative element – a key purpose is to learn from previous campaign phases so as to improve the following ones or develop innovative approaches. Summative evaluations, conducted after the campaign ends, focus on campaign outcomes and impact. Internal versus external An evaluation can be conducted by the campaign team/alliance (self-evaluation or internal evaluation), or commissioned to an external actor. Both types of evaluation should involve stakeholders in the campaign, i.e. be conducted in a participatory manner, so as to obtain as comprehensive and accurate a picture of the realities of the campaign. � A self-evaluation can be seen as a way of learning and improving practice. It takes substantial capacity for open self-reflection to do this effectively, so it may often be beneficial to call in an outsider to facilitate the internal evaluation. Formative evaluations are often carried out by the campaign team itself. � In an external evaluation, usually most appropriate for summative evaluations, an outsider or outsider team is chosen to carry out the evaluation. This can be a research institute or an experienced consultant who has the knowledge and capacity to apply advanced techniques and handle more complex evaluation questions. The external evaluator should not have any direct stake in the campaign objectives, but it is advisable that he or she be familiar with the topic and ethical issues related to researching VAW. TOOLS: � ‘What we know about…Evaluation Planning’ from the US Centers for Disease Control and Prevention (CDC) is a quick summary on what is evaluation and how to do it, using examples from a VAW campaign conducted in Western Australia. 282 Campaigns December 2011
� Conducting a Participatory Evaluation from USAID is a tip-sheet on how to conduct an evaluation that provides for active involvement in the process by all those with a stake in the program. TYPES OF CAMPAIGN EVALUATION Campaign evaluations can be distinguished by their main purpose. Note that there is an overlap with sample questions used in levels of monitoring to assess different aspects of the campaign. Evaluation Type Purpose Sample Questions Formative Assesses the strengths and How does the campaign’s target weaknesses of campaign audience think about the issue? materials and strategies, and What messages work with what their (likely) translation into audiences? practice before or during Who are the best messengers? campaign implementation. What outcomes are being achieved? Developmen Helps campaigners design and What are the vision and values that tal develop innovative guide the campaigners? (formative) campaigning approaches and What do initial results reveal about solutions, adapting to complex, uncertain and dynamic circumstances. what is working and not working? Process Examines campaign How many materials have been put (summative) implementation, measuring out? effort and the direct outputs - What has been the campaign’s reach? what and how much was accomplished. How many people have been reached? Outcome Measures effects and changes Has there been any affective change (summative) that result from the campaign. (beliefs, attitudes, social norms)? Assesses outcomes in the Has there been any behaviour- target audiences that come change? about as a result of campaign strategies and activities. Have any policies changed? Impact Measures community-level Has the behaviour-change resulted in (summative) change or longer-term results its intended outcomes (e.g., lower achieved as a result of the cancer rates, less violence in schools) campaign’s aggregate effects Has there been any systems-level on individuals’ behaviour and the sustainability of the behaviour. Attempts to determine whether the campaign caused the effects. change? (Adapted from Coffman, J., Harvard Family Research Project, 2002. Public Communication Campaign Evaluation.) Example: Impact Evaluation of Soul City 4 The evaluation of Soul City 4 involved several studies involved extensive and rigorous qualitative and quantitative studies, including population-based surveys, extensive 283 Campaigns December 2011
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Authors Michaela Raab Jasmin Rocha
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4.7 Reality check: reviewing the ca
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1. INTRODUCTION AND KEY CONCEPTS 1.
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control, it enhances the efficiency
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communication channels to focus on
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� Challenge and influence change
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Men and boys must be engaged as key
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Source: Appiah, K., Oct. 2010. The
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criminalizing VAW, is necessary so
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compelling campaign messages, and s
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1.6 WHAT CAN ONE EXPECT FROM A CAMP
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2. GUIDING PRINCIPLES 2.1 GROUNDING
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experience the campaign issue in th
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For further information, see the Do
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2006. Linking Gender-Based Violence
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- Competence: The subject must be a
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3. CAMPAIGN PLANNING 3.1 STRATEGIC
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Read the external evaluation. See t
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a tight budget can obtain quality s
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3.2 WHEN DOES IT MAKE SENSE TO STAR
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effort in their own countries (on k
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Campaign achievements: Organizers s
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intimate partners, traditional heal
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In sum, in a campaign there are sim
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- Seek advice from experts in colle
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Problem trees visualize the causes
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- What other possible solutions are
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(2) A “help” message that would
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Mapping opportunities helps to dete
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Economic factors may include issues
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2. For each risk that is probable a
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stakeholder mapping and identifying
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elationships), dotted lines more in
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elationships that men and women can
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3.7 THEORIES OF CHANGE IN CAMPAIGNI
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change: advocacy campaigns (general
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gun violence against women by creat
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Examples: Campaigns that aim to tri
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Campaign Evaluation, and O’Sulliv
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BEHAVIOUR CHANGE CAMPAIGN APPROACHE
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first 21 months of the campaign, th
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� The Legislation Module provides
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The campaign achieved that (i) the
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Further information on campaign act
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The campaign was considered a succe
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3.9 RESOURCE MAPPING Resource mappi
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4. CAMPAIGN STRATEGY 4.1 ESSENTIAL
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o The resource mobilization strateg
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campaigns that seek to improve poli
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“Specific” doesn’t imply “u
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Bear in mind: Campaigns are inheren
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opinion-makers, including mass medi
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Source: Making Rights a Reality: Bu
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Example: It’s Against All the Rul
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If the aim of a campaign is to prom
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special care to invite journalists,
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networks. In addition, donors may b
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� Determine what you need the all
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insights if it is shaped by the per
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eports are planned, is a key source
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DV taking place. The campaign’s i
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Have we discussed the hypotheses fo
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Seeking feedback from others should
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- Which are the core tasks that nee
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call for different skills in the ca
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(FAQs) that they can use during pub
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5.3 THE ART OF COLLABORATION IN ALL
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� It should allow for learning fr
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than others, or when costs are disp
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- Milestones, i.e. specific moments
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5.6 ADJUSTING A CAMPAIGN There are
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misunderstandings and conflicts. On
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alliance has overcome them, generat
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What is my role? To what extent am
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Example: The We Can end all violenc
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and ethics of campaigning to end VA
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To draw lessons for the future, it
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6. CAMPAIGN COMMUNICATIONS OVERVIEW
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friends. Additional precautions mus
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and others to increase their traini
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sub-themes for the campaign were id
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issues of sustainability. The docum
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Effective campaigning is built arou
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QUESTIONS TO CONSIDER WHEN CRAFTING
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� If the audience is highly diver
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Bear in mind: � All communication
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~~~~~ The Southern Africa Counter-T
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(VAW). The guide presents a variety
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Source: Making a Difference: Strate
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See the video. Visit the Say No-UNi
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constructive guidance should be off
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� Avoid being long-winded since a
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� If a prominent individual (poli
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6. Follow up with the media. Follow
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Practical tips for op-eds - Humaniz
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� Less is more: the design of vis
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Read the White Ribbon Campaign case
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Source: Lacayo, V. & Singhal, A., P
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UNIFEM Say No Campaign T-shirts fro
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Participation - Government of Catal
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- Picture scenes that target audien
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The ‘Say No - Unite to End Violen
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Refer to the section on Community M
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media specialists need to be involv
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video material that is easily disse
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Tools for digital video: � The in
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and South Asian audiences, it conta
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cyber-bullying of teenage girls, th
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The colorful campaign site is desig
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and tactics for communicating your
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� Provide an opt-out function for
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Chat/cyber dialoguing Many social w
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Mobile phones in campaigns - exampl
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applied to other issues and used by
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KEY ISSUES IN COMMUNITY MOBILIZATIO
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Page 237 and 238: Read more in the publication: Gaye,
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Page 241 and 242: GAMES FOR CHANGE Games for Change i
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Page 259 and 260: Bear in mind: Before signing up for
Page 261 and 262: eached. In campaigns, external fact
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Page 265 and 266: 4. Choose benchmarks and indicators
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Page 275 and 276: hesitate to talk about it. Surveys
Page 277 and 278: LEVELS OF MONITORING Monitoring the
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Page 281: Another aspect is to monitor media
Page 285 and 286: Kenya, Uganda and Venezuela. In add
Page 287 and 288: Matters, a free, hour-long online t
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Page 291 and 292: Advanced research designs for impac
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Page 295 and 296: include a request for feedback on s
Page 297 and 298: � Domestic Violence Campaign - Ma
Page 299 and 300: challenges that exist. It provides
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Page 305 and 306: 2. Mapping internal and community r
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Page 309 and 310: Example: Urgent Action Fund Africa,
Page 311 and 312: Where campaign funds are held in th
Page 313 and 314: REFERENCES Advocacy Online, 2009. E
Page 315 and 316: Communication for Change, 2010. A L
Page 317 and 318: Heifetz, R. and Laurie, D., 1997.
Page 319 and 320: Guide to Designing a Health Communi
Page 321 and 322: Advocacy and Lobbying Manual Shapir
Page 323 and 324: 2001.“Bold rape-awareness posters
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