Evaluation

“Anatomy” of a Campaign Topic Audience and Behavior Audience 1 Audience 2Audience 3 Strategy Tactic A Tactic B Tactic C Outcome A Outcome B Outcome C Impact Tactic A Tactic B Tactic C Tactic A Tactic B Tactic C

Hispanic Language Project Safer Cleaning King County Residents and Safer Cleaning Practices Latina women age with families Audience 2Audience 3 Social Norms Strategy Telenovelas Facebook Promotora Knowledge, skills, abilities, perceptions etc… Outcomes Reduced Exposure Tactic A Tactic B Tactic C Tactic A Tactic B Tactic C

Effects versus Effectiveness Effects/ Not Effective Effects/Effective No Effects/ Not Effective No Effects/Effective Effectiveness Effects

Unintended Consequences

Image from: Types of Evaluation

Process Evaluation Questions Distribution Placement (bought, earned, donated) Exposure (impressions, recall) Tools Media tracking Web analytics Case studies Surveys

Outcome Evaluation Questions Knowledge/awareness Saliency Attitudes Norms Efficacy Intentions Behavior Skills Environmental Constraints Tools Direct response Surveys Focus Groups Interviews

Outcome Evaluation Rigor Experimental design Quasi-experimental design Cross-sectional “Informal” Constraints Time Money Ethics Situational factors

Surveys Tips Know purpose Know audience Clarity Consistency Pre-testing

Focus Groups Tips Use open-ended questions Don’t do the talking Use activities/visuals Go to your audience Probe

Impact Evaluation Question Long term outcomes Systems change Tool Incidence rates Etc… “What do the fish notice?”

Cultural Competency in Evaluation

Sample Logic Model ActivityProcess EvaluationOutcome EvaluationImpact Evaluation Display posters# of posters displayedIncreased efficacy around talking to a friend who is overwhelmed as measured in post survey # of students who seek counseling services

Sharing Results

Decide on evaluation before you implement project. Conclusion