1. Evaluation

2. “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

3. Hispanic Language Project Safer Cleaning King County Residents and Safer Cleaning Practices Latina women age 20-50 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

4. Effects versus Effectiveness Effects/ Not Effective Effects/Effective No Effects/ Not Effective No Effects/Effective Effectiveness Effects

5. Unintended Consequences

6. Image from: http://www.cdc.gov/healthcommunication/pdf/evaluationplanning.pdf Types of Evaluation

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

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

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

10. Surveys Tips Know purpose Know audience Clarity Consistency Pre-testing

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

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

13. Cultural Competency in Evaluation

14. 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

15. Sharing Results

16. Decide on evaluation before you implement project. Conclusion