| Overall reach | - Number people in the primary audience exposed to the campaign overall, for all channels combined.
- Number and frequency of television commercials shown during implementation.
- Number of community-based activities conducted, for e.g., emo-demos, educational events, demonstrations, announcements, community group meetings. [Include information about where – in a specific neighbourhood, city, district].
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| Reach per channel | - How many people from the primary audience were exposed to campaign messages from each media channel, for e.g., radio, television, social media.
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| Effective reach | - How many people in the primary audience were exposed to at least [how many] channels.
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| Frequency | - How many [media – for e.g., television commercials, radio dramas] were played during contracted time.¨
- How often were people in the primary audience exposed to the messages from each media channel, for e.g., radio, television, social media, community-based activities.
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| Sessions held | - For one-on-one meetings or group activities:
- How many meetings were held.
- How many participants attended each session.
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| Dropout rate | - For one-on-one meetings or group activities:
- How many meetings did participants attend.
- How many participants stopped attending before the scheduled end of the programme.
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| Website visits | - Number of unique visitors to the campaign website [consider including per week, month, quarter].
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| Social media engagements | - Number of post engagements, for e.g., likes, shares, comments, submissions, hashtag use) on social media [by post].
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| YouTube, TikTok or other video platform | - Number of video views [by video].
- Number of likes, shares or comments on each video and on all campaign videos combined.
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| SMS/WhatsApp | - Number of people in the primary audience enrolled the SMS campaign.
- Number of messages or posts sent to participants during the implementation period.
- Number of engagements, for e.g., shares, comments, replies for each post and on all posts combined.
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| Earned media | - The number of minutes of earned media advocacy programming generated on radio or television.
- The number of column centimetres of earned media articles in print, social media and other channels.
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