Posts filed under ‘Campaign evaluation’

How Awareness Campaigns Fail

A very interesting article from the The Stanford Social Innovation Review : “Stop Raising Awareness Already”.

The article critiques a number of awareness campaigns and how they do not achieve what they set out to do – and in some cases may even do harm.

One campaign they look at is the “Dumb way to die” campaign focused on reducing the number of rail accidents in Victoria, Australia.  This campaign was much appreciated for its quirky video and song:

 

 

However, the campaign failed to address the main cause of railway accidents – the majority were suicides.  And as the article states:

“It is worth considering that the video’s charming figures and catchy hook may have actually made death seem more appealing or normal to those already at risk.”

But it’s not all criticism! The article provides some lessons for campaigners:

  • Target your audience as narrowly as possible;
  • Create compelling messages with clear calls to action;
  • Develop a theory of change;
  • Use the right messenger.

View the article here>>

 

 

April 11, 2017 at 7:54 am Leave a comment

Resource: Evaluating Policy Influence and Advocacy

Better Evaluation logo

The website Better Evaluation has many great resources and explanations of evaluation approaches, processes and methods.

I just came across this page on Evaluating Policy Influence and Advocacy that details well the methods and types of advocacy/policy influence – well worth a read!

March 7, 2017 at 10:00 am Leave a comment

My PhD on communication evaluation in 10 slides…

Earlier this year I had the opportunity to present the findings of my PhD in 30 minutes (!) to the Geneva Communicators Network. I titled my presentation “communication evaluation: challenges and complexities” – and you can view it below – it’s a very summarised version of my PhD! If you are really keen, you can view the full PhD thesis here.

 

November 22, 2016 at 10:47 am Leave a comment

Tracking Use of Campaign Evaluation Findings

This week I made a presentation at the European Evaluation Society conference on a tracking study on the use of campaign evaluation (that I had carried out).  For those interested in this subject, my slides are here for your consumption!

September 29, 2016 at 12:05 pm Leave a comment

communication evaluation event in Zurich – 28 April 2016

For any readers in the Zurich, Switzerland area, I will be giving a presentation for the EMScom Alumni Association  (of which I am an alumni of..) on communication evaluation;  here is a short description:

Evaluation of communication activities is consistently named as one of the top concerns of communication professionals. Yet paradoxically not even half reportedly undertake any evaluation. Drawing from his recent PhD studies and over a decade of experience in evaluating communication campaigns and programmes, Glenn O’Neil will set out the challenges and complexities of evaluation and offer insights into solutions and approaches to ensure that evaluation brings value to communication professionals and their organisation

Thursday, April 28, 2016, 18h30-21h00
Widder Hotel, Zürich
Cost: 50 CHF (free for EMScom alumni)

Hope to see some of you there! Further information >>

Register also by email: emscomalumni@usi.ch

Glenn

April 6, 2016 at 4:18 pm Leave a comment

Beyond online vanity metrics

Here is a very interesting study (pdf) from the Mobilisation Lab on what counts and doesn’t for online metrics and campaigns.

The study looks at what they call “vanity metrics” for online campaigns that they define as “data that are easily manipulated, are biased toward the short-term, often paint a rosy picture of program success, or do not help campaigners make wise strategic decisions”. Examples of vanity metrics include: number of petition signatures; web traffic, number of “opens” (of emails I guess).

So what do they recommend campaigns should be measuring?

They have plenty of good suggestions and insights. Here are some of the metrics they mentioned that could be more significant (and possible to measure online):

  • Monthly members returning for action
  • Actions per member (rather than size of lists)
  • Number of members actively part of a campaign

View the study here (pdf)>>

July 28, 2015 at 8:28 am 1 comment

10 elements of success for advocacy

The US-based Media Impact Funders have produced a ten point list on elements of success for policy change (what I’ve labeled “advocacy”), as reproduced below in this post.

Although it is looking from a US perspective of influence on policy through advocacy, what struck me was that many of the points are relevant to advocacy done globally or in other countries/regions.  For example:

Point 1: Solutions – when evaluating advocacy initiatives and talking with policy-makers, a common complaint I have heard is that advocacy is not “solution focused”, i.e. it makes valid points about the given issues (that often policy-makers are also aware of) but don’t necessarily put forward possible solutions to these issues.

Point 3: Agility – the ability to be flexible is so important – to take advantage of opportunities that arise, that were not necessarily included in the original advocacy plan. That I saw recently in an evaluation I carried out for Oxfam on global development policy – where they had enough flexibility to move resources as the issues peaked and new opportunities emerged.

Point 5: Humanity – often advocacy focuses on the “facts” but what can also make an impact is the “human factor”. One effective example of this was in the creation of the Arms Trade Treaty where state representatives drafting the treaty were directly confronted by survivors of armed violence; certainly bringing a human face to the dry legalistic treaty process and language.

 

 

July 14, 2015 at 11:28 am 1 comment

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