Module 3, Unit 8
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Transcript of Module 3, Unit 8
Module 3, Unit 8
Archie Bunker Effect
All in the Family
• 1970s• Early attempt to
use entertainment- education to reduce racism
Illustrates the importance of understanding how your audience is interpreting campaign messages
Monitoring your Campaign Activities
Module 3, Unit 8
By the end of this lesson, participants should be able to:
Using your Work Plans to strategically track your campaign's progress
Incorporate mini-market tests as a monitoring tool
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• Testing the impact of specific collateral through “finger to the wind/suway-suway/daplis” method
• Indication that message is working. If no indication, something is most likely wrong.
When• Within 3 weeks of creating and
distributing major piece of campaign collateral
The Mini-Market Test
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1. REACH– Number or percentage of people in TA
exposed to activity2. RESPONSE– How they react to an activity
3. IMPACT– Whether they learned something as a
result of exposure to activity (i.e. changed an attitude or intend to change a behavior)
Critical Elements to Monitor in Activities
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• Don’t settle for a monitoring activity that hits only one element, go for two or better yet all three!
Triangulation is KEY
MINI TEST: CAMPAIGN POSTERCollateral Type
Poster
Message Atong Sangtwaryo, Atong KaugmaonCall to Action
Call hotline to report intrusions
Target Audience
Local fishers
Goal 1. To see if people who committed to putting up the poster actually do put it up
2. Do people who did not commit request a copy of the posterTest Test 1
Visit 20 of the places who said they would put up the poster and see if it actually up
Wait 5 mins and see if anyone reads it If someone reads it, ask them their opinion of it – does it seem to
be changing: K? A? IC?Test 2 Track how many people request posters Track how many organizations or businesses request posters
Sample Mini-Market Result Documentation
Sample Mini-Market Result Documentation
Report Write Up
Test 1:• Roughly 50 places agreed to hang up the poster. I visited 15 of those
posters in Y and Z villages. Of those 12 were actually hanging the posters.
• I waited at 10 of the locations to talk with people. I was able to talk with three people. Everyone really liked the artwork. None had actually seen the mascot in real life, but all would like to see it. One person asked how he could buy one for dinner. Two respondents say they do not know anybody who has fished in the sanctuary, but they would inform their friends of the hotline number.
• Summary – overall the response was favorable in informing people of the hotline using beautiful coral reef pictures. However, the call to action seems to have a mixed response.
Test 2:The poster has been up for two weeks, but no one has requested one.SummaryClearly there is no buzz about the poster. May need to reach out to more people and encourage volunteers to give them to more targeted places.
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• Photo documentation• Mini-surveys• Head counts• Pre/Post Quiz• Evaluation Forms• Interviews (ORID style)• Action counts• Hearsay and Direct Feedback• Press coverage
Examples of Monitoring Activities
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A Picture
speaks
1,000 words!
Photo Documentation of Activities
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Press Coverage of Activities
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“In any collection of data, the figure most obviously correct, beyond all need of checking, is the mistake.”
Finagle's Third Law