Evaluation of Campaigns & Promotions
Work with members of the community of interest to develop the messages through participatory approaches or focus groups. This can assist in ensuring that the messages are conveying what is intended to be conveyed.
For media campaigns, as with other types of interventions, it is important to assess exposure to the intervention. This can be done by for example through a telephone survey to the targeted audience to ask if they remember a particular media created for the campaign. Alternately, some have met face-to-face with members of the target audience and shown the participants pieces of the media campaign to assess familiarity with the campaign. The latter may be a better indicator of exposure, and the former attentiveness to the media. It is also important to assess the number of times the media channel played media spots.
Mass media campaigns might include an assessment of how frequently the messages were run, when they were run, and if the actual messages fit with what was intended when the messaged were developed. In addition, you could evaluate the extent to which messages were seen, whether the intended audience has heard of the campaign and how much or how many of the messages were remembered and understood. Community wide surveys could be used to measure these factors and to assess changes in knowledge, attitudes or asthma symptoms. It may be helpful to combine these with assessments of changes in other objectives such as the number of asthma action plans or reduction in exposure to things in the environment that trigger asthma symptoms.
It is also important to focus the evaluation on the specific objectives of the campaign. If the objective was to increase knowledge, it is important to assess knowledge. If the intent was to change attitudes, then it is important to assess attitudes. Similarly, it may be useful to assess if the campaign influenced readiness to change. Evaluation may include face-to-face or telephone surveys or qualitative assessments. See Evaluation for more information on how to evaluate accomplishment of intervention objectives.
If using a comparison group (i.e., individuals similar to your audience who are not receiving the campaign messages), it may be particularly important to assess exposure to the media campaign among both the intervention and comparison group. In addition, it may be helpful to helpful to use media channels that only reach the intended audience so that the comparison group is less likely to be exposed to the media message. For example, a radio station may be heard in a wide geographic area, but a local newsletter is less likely to be seen beyond the intended audience.
There are several challenges in evaluating media campaigns that should be considered:
Sharing your work
The following questions have been provided to help guide the discussion you have with your partners about sharing your work with others: