Behavioural outcome indicators

Since the overall goal of the campaign is to change IYCF behaviours, indicators for behaviour change are an important part of a campaign evaluation. It is not enough to know whether someone has the knowledge needed or intends to make a change – we would like to see an actual change in IYCF practices.

Behaviour change is often measured using the standard WHO/UNICEF IYCF indicators that we explored during the planning process, as summarised in the tool. IYCF indicator data is gathered in one of two ways.

Firstly, your team can plan for a pre-post evaluation design wherein members of the primary audience are surveyed about your target IYCF behaviour(s) before the campaign is implemented then again after a set period following implementation when the audience has been exposed to the campaign materials.

Alternatively, behaviour change can be measured at scale as part of governmental household surveys that usually occur about once every five years. Measurement at scale can be logistically challenging, time consuming and expensive.