Media and Advocacy Campaigns

1
Monitoring And Evaluation
16-Days Campaign 2003
16 Days
OSI-Supported
Nebojsa Radic April 2003
2
Campaign Monitoring

• Regular core staff meetings (i.e.every morning)
• Review activities - outcomes of the day, announce
  activities for that day
• Compare with the campaign plan
• Collect and analyze press clippings qualitative
  and quantitative analysis

3
Campaign Monitoring

• Monitor shelter telephone calls
• Monitor web site hits
• Expanded meetings weekly consultants, board
  members, advisors, media partners.
• Brainstorm possible improvements
• Shape the campaign further fine-tune targeting,
  message re-adjustment, redirecting channels

4
Campaign Documenting

• Collect press clippings, video and audio material
• Photography shots of interesting activities
• Internet
• Package of media products sent to OSI
• For further publicity

5
Evaluation Questions to Ask

• NO Did we organize a big number of
  interesting activities?
• YES Did we fulfill our objectives? Did we
  reach our target?

6
What is a Good Evaluation?

• NO We organized 7 press conferences, put up 200
  posters and visited 20 schools, so we had a good
  campaign.
• YES Through the media we reached 1,000,000
  citizens. We reached out to the youth as our
  primary target by visiting schools. So we
  estimate we fulfilled objectives to rise
  awareness on VAW of the general population and
  particularly youth.

7
Activities Are Tools, Not Objectives

• We had a great campaign because we printed three
  million leaflets - one for each family in our
  country.
• WRONG

8
Donor Will Ask You

• Isnt it a waste of money because statistics show
  40 of population in your country is illiterate?
• 20 speak minority language only, and your
  leaflet is in majority language?
• How about distribution - did you distribute them
  all?
• What is the response rate - how many people read
  the leaflet?
• So what was the impact of that action?"

9
Quality, Not Quantity

• Media relations not the number of articles
• But rather
• Their quality
• Number of readers
• Influence the readership has to your cause (an
  article in a women weekly would not help much in
  a campaign aiming at changing behaviour of
  perpetuators)
• The impact articles had in changing awareness,
  attitudes or behaviour of readers

10
Evaluation Methodology

• Monitor telephone calls
• Analyse press clippings frequency, distribution,
  content, outreach
• Qualitative interviews focus groups
• Surveys base line and after the campaign
• Monitor changes over time
• Compare with other audiences