Identify your programme goal

The final task of the Planning Phase is to identify your programme goal so that you can clearly articulate what your campaign hopes to achieve. It will provide a summary of the behaviour(s) your campaign aims to improve and serve as the basic definition of programme success.

For example, if your campaign will focus on improving exclusive breastfeeding rates for infants under six months of age, your programme goal may be that mothers with children aged six months of younger know more about the benefits of exclusive breastfeeding and show increased willingness to practice exclusive breastfeeding.

If your campaign will focus on increasing the intake of animal source foods in infants and children between six months and 23 months of age, your programme goal may be that caregivers of infants and young children are aware of how often animal source foods should be fed to infants and young children, and express confidence in their ability to accommodate the recommendation.

Together with your monitoring and evaluation (M&E) technical specialist, you will work with your creative agency to identify additional monitoring and evaluation indicators related to your campaign activities later in the campaign development and implementation processes. You will also design M&E systems to measure progress toward your goal during and following campaign implementation.