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

communication campaign evaluation in recent years and what choices evaluators
have been making in terms of their evaluation designs and methods. Offers a
discussion of how campaign evaluations have taken place in practice and the
challenges that exist. It provides examples of campaign evaluations, including a
number related to violence-prevention.
� Lessons in Evaluating Communications Campaigns: Five Case Studies,
Communications Consortium Media Center/ Harvard Family Research Project,
2003.
EVALUATING ADVOCACY CAMPAIGNS: ASSESSING POLICY CHANGE
Success or failure of campaigns aiming for clearly circumscribed institutional change,
e.g. the adoption of a specific law on ending VAW, can be determined quite easily, by
verifying whether change has taken place, and to what extent. E.g. if the campaign goal
is the creation of a new law against VAW, has such a law been passed, and does it
include all the provisions the campaign has advocated for? Did the campaign’s
outcomes contribute directly (or indirectly) to the passing of the new law?
However, it’s important to note that answering the question of goal attainment alone
does not yield sufficient lessons on the effectiveness of individual campaign activities.
To gain learning for future campaigns, it is therefore important to also examine the
campaign progress and outcomes more closely, using indicators, and specifying
rigorously who changed what, when and where, in verifiable detail.
The effect of the campaign on its primary targets (e.g. political decision-makers) can be
gauged by reviewing campaign documentation and interviewing relevant
stakeholders. Tools for evaluating mass communication can be applied to those
aspects of institutional change campaigns that aim to build public support for an issue,
usually among secondary target audiences.
TOOLS:
The following resources provide guidance on how to evaluate advocacy projects, and
can also be applied to advocacy campaigns:
� Tracking Progress in Advocacy: Why and How to Monitor and Evaluate Advocacy
Projects and Programmes (O’Flynn, M., INTRAC, 2009). This paper introduces
the scope of, and rationale for, engaging in advocacy work as part of
development interventions. It then focuses on the issue of monitoring and
evaluating these efforts - offering reasons why and when these processes should
be planned and implemented, describing what is involved (including challenges
and opportunities), and detailing who should be engaged in the process.
� A User's Guide to Advocacy Evaluation Planning (Harvard Family Research
Project, 2009). This tool takes the reader through four basic steps that generate
the core elements of an advocacy evaluation plan, including what will be
measured and how.
� Pathfinder: A Practical Guide to Advocacy Evaluation (Innovation Network, 2009).
This guide is intended as an introduction to advocacy evaluation from an
evaluator's perspective. It is written to give a sense of what is involved in the
process and how this kind of evaluation differs from programme evaluations. The
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