 2008 Johns Hopkins Bloomberg School of Public Health Section B Development, Implementation, and Evaluation

 2008 Johns Hopkins Bloomberg School of Public Health 2 Step 3: Development and Testing How will we get there?  Combines science and art  Builds from analysis and strategic design Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

 2008 Johns Hopkins Bloomberg School of Public Health 3 The Seven C’s of Effective Communication 1.Command attention 2.Clarify the message 3.Communicate a benefit 4.Consistency counts 5.Cater to the heart and head 6.Create trust 7.Call to action

 2008 Johns Hopkins Bloomberg School of Public Health 4 All Messages Stem from the Communication Strategy Focus of messages will be on strategy (effectiveness) Ensures consistency of messages (avoid confusion) Ensures continuity and cohesion of messages (building) All related groups speak in one voice (control)

 2008 Johns Hopkins Bloomberg School of Public Health 5 Get Good Help Subcontract with an advertising agency and a research group if necessary Share your communication strategy with your stakeholders, partners, and contractors to ensure they know what kind of message you are looking for, what kind of objective you are trying to achieve, and the audience you are trying to communicate with

 2008 Johns Hopkins Bloomberg School of Public Health 6 Pretest all Message Concepts and Material Mock-Ups Purpose of pretesting  Ensure clarity of message  Avoid offending or confusing  Understand audience reaction to the material

 2008 Johns Hopkins Bloomberg School of Public Health 7 Images source: Center for Communication Programs. Don’t Forget Pretesting! Draft TV spot Revised as a result of pretesting

 2008 Johns Hopkins Bloomberg School of Public Health 8 Pretesting: Indonesia Images source: Center for Communication Programs.

 2008 Johns Hopkins Bloomberg School of Public Health 9 Images source: Philip Morris, USA. (2007). Example: “Talk. They’ll Listen.”

 2008 Johns Hopkins Bloomberg School of Public Health 10 Pretesting Suggestions Pretest with the intended audience for your material Focus less on if the audience “likes” it; focus more on “how they understand and accept” it Avoid “quantitative” analysis of “qualitative” findings Pretest entire campaign concepts that carry through individual materials as one way of reducing mistakes and testing later After pretesting comes revision…and more testing

 2008 Johns Hopkins Bloomberg School of Public Health 11 Step 4: Implementation and Monitoring What will we do?  Where the rubber hits the road  Includes mid-course corrections Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

 2008 Johns Hopkins Bloomberg School of Public Health 12 Implementation and Monitoring Messages and materials are produced, disseminated, and monitored  Information and feedback refines and shapes next steps Key steps  Production  Fielding/launching  Monitoring

 2008 Johns Hopkins Bloomberg School of Public Health 13 Production Use high-quality production values  As good as your competition—for example, the tobacco ads Implement at scale  TV and radio ads must be aired frequently and for months  Entertainment-education must be shown on a popular channel at a time when your audience watches TV Plan to have your materials ready before you need them  Leave time for unexpected problems

 2008 Johns Hopkins Bloomberg School of Public Health 14 Fielding and Launching Orient people who you expect to use your materials Link timing to other programs, services, and events to help carry your messages Use events (World No Tobacco Day, etc.) to gain momentum as part of a larger campaign

 2008 Johns Hopkins Bloomberg School of Public Health 15 Monitoring Have a system for gathering data  Media monitoring  Quit-line calls  Levels of exposure  Content analyses Perform small, qualitative studies of effect soon after launch to catch trouble early Use monitoring to make adjustments and improvements

 2008 Johns Hopkins Bloomberg School of Public Health 16 Step 5: Evaluation and Replanning How well did we do…and why? How will we know if we are succeeding?  Did the program achieve the objectives?  What have we learned for the next round? Image source: adapted by CTLT from the Johns Hopkins Center for Communication Programs (CCP). (2007).

 2008 Johns Hopkins Bloomberg School of Public Health 17 Why Spend Money on Evaluation? To learn from it and improve To prove that your intervention worked…or didn’t To learn “why” things worked the way they did To use good results to leverage more support

 2008 Johns Hopkins Bloomberg School of Public Health 18 Key Steps Measure outcomes and assess impact  Based on objectives in strategy Disseminate results and lessons learned Determine future needs Revise and redesign the program

 2008 Johns Hopkins Bloomberg School of Public Health 19 Hallmarks of Good Evaluation Clear thinking Profound learning Corrective action

 2008 Johns Hopkins Bloomberg School of Public Health 20 The Simple Secret The simple secret to designing and implementing communication programs is to ask, “Why?”