In this example, we have developed statements to evaluate a printed advertisement. However, the same process can be used for other campaign materials, for e.g., television commercial, radio drama, emo-demo. If you are using a Likert scale to evaluate the example statements, values range from 1-5; from 1 = strongly disagree through to 5 = strongly agree.
| Indicator | Example statements |
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| Community acceptability of campaign materials | - Sample statements may include the following:
- The campaign materials are pleasing to see.
- The campaign materials are appropriate for my community.
- The campaign materials help start conversations about infant and young child feeding.
- It may be helpful to use a Likert scale to measure participant responses from 1-5; 1 = very unacceptable, 2 = unacceptable, 3 = neutral or somewhat acceptable, 4 = acceptable, 5 = highly acceptable:
- What score did the primary audience assign to each of the campaign assets (average score with variance)?
- How many people in the primary audience found the asset to be acceptable (4) or highly acceptable (5)?
- How many people in the primary audience found the asset to be unacceptable (2) or very unacceptable (1)?
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| Understandability | - The advertisement is clear and easy to understand.
- The advertisement is too complex. I’m not sure what’s going on.
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| Entertainment | - The advertisement is the kind of ad that keeps running through your head after you've seen it.
- The advertisement reminded me of my favourite television/radio programme.
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| Relevant | - The advertisement is relevant to me and my life.
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| Believability | - The advertisement is believable.
- The people in the advertisement seemed to care about the child.
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| Unique or memorable | - The advertisement is unique or unusual.
- I don’t think I’ve seen another advertisement like it.
- The advertisement is memorable.
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| Alienation vs. familiar | - The advertisement is unrealistic or very far-fetched.
- The advertisement is realistic and true to life.
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| Empathy | - The advertisement shows what I feel at times.
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| Motivation to act | - The advertisement motivates me to [action related to the IYCF behaviour].
- The advertisement motivates me to talk to my family about [action related to the IYCF behaviour].
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| Emotions and feelings | - The advertisement made me feel happy.
- The advertisement made me feel unhappy.
- The advertisement made me feel bored.
- The advertisement made me feel anxious.
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