Evaluating Communication Campaigns
January 18, 2006 at 2:26 pm 1 comment
As the whole development and humanitarian sector focus more on accountability and performance, there has been a push for more evaluation of communication activities of this sector.
Most methodology and tools can be adapted from those used in the private sector. However, many communication campaigns of NGOs and international organisations often have dual outcomes they wish to achieve – individual behaviour change (e.g. persuade individuals to adopt a more healthier lifestyle) and policy change (e.g. push governments to change policy on food labeling).
An excellent study “Lessons in Evaluating Communication Campaigns: Five Case Studies” from the Harvard Family Research Project looks at evaluating campaigns ranging from gun safety to emmissions (ozone) reduction.
If you are interested to read more about standards and practices of evaluation in the development and humanitarian sector, a good starting point is The Active Learning Network for Accountability and Performance in Humanitarian Action (ALNAP). This interagency forum focuses on evaluation and accountability issues in this sector.
Glenn
Entry filed under: Advocacy evaluation, Campaign evaluation, PR evaluation, Research & Studies.
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