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 weaknesses of campaign materials and strategies, and their (likely) translation into practice before or during campaign implementation. |
How does the campaign’s target audience think about the issue? What messages work with what audiences? Who are the best messengers? What outcomes are being achieved? |
|
Developmental (formative) |
Helps campaigners design and develop innovative campaigning approaches and solutions, adapting to complex, uncertain and dynamic circumstances. |
What are the vision and values that guide the campaigners? What do initial results reveal about what is working and not working? |
|
Process (summative) |
Examines campaign implementation, measuring effort and the direct outputs - what and how much was accomplished. |
How many materials have been put out? What has been the campaign’s reach? How many people have been reached? |
|
Outcome (summative) |
Measures effects and changes that result from the campaign. Assesses outcomes in the target audiences that come about as a result of campaign strategies and activities. |
Has there been any affective change (beliefs, attitudes, social norms)? Has there been any behaviour-change? Have any policies changed? |
|
Impact (summative)
|
Measures community-level change or longer-term results achieved as a result of the campaign’s aggregate effects on individuals’ behaviour and the sustainability of the behaviour. Attempts to determine whether the campaign caused the effects. |
Has the behaviour-change resulted in its intended outcomes (e.g., lower cancer rates, less violence in schools) Has there been any systems-level 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 qualitative data collection through focus groups and key-informant interviews, and a cost-effectiveness study. The multi-method approach to the evaluation makes it possible to assess not only the program’s impact on knowledge and awareness, but also changes in attitudes and policy-level impact. A full case study is available here.