Campaign input and activity indicators
The first level of indicators on the Behavioural Drivers Model are those that measure campaign inputs and activities commonly used for programme monitoring. Campaign inputs are elements used for, and related to, campaign planning that make your campaign happen. Indicators for campaign inputs include staffing, establishment of governance structures, budgeting and more.
Campaign activities are media and community-based activities, including television, radio, print, emo-demos, etc. that form your campaign. Indicators for campaign activities include campaign reach and audience exposure to campaign messages, engagement with community-based or social media messaging, attendance at educational events and more.
In the subsections that follow, example indicators are included for campaign inputs and activities that are aligned with the planning, development and implementation phases of campaign creation. Select the indicators that are relevant for your campaign based on the priorities you identified during the planning phase, elements outlined in your programme goals or requirements detailed by your sponsoring organisation, donor or government.
These indicators are useful for monitoring progress on the steps involved in campaign planning, evaluating budgets and timelines, and capturing learnings for future campaigns. Use them to support programme management, identify deviations from your initial plan or highlight areas that require additional attention. Some examples of campaign planning and programme management indicators are included in the resources.
These indicators are often used for monitoring activities, though they may also be incorporated into programme evaluations. They can help to measure the reach, level of engagement and frequency of audience exposure to campaign messaging.
Sometimes these indicators are called process indicators as they explore the scope and quality (or fidelity) of your implementation, including how it was implemented, whether implementation went according to plan and contextual factors that influenced the implementation. They can be very useful for identifying problems or challenges early in the campaign so that the issues can be addressed quickly.
For your campaign, identify and adapt many of the indicators in this section to measure reach, engagement, etc. for each campaign activity. For example, if your campaign has been implemented across radio, television and social media channels, it would be interesting to know the reach and frequency of messaging by channel to understand which has proved most effective in getting your messages to the primary audience. Similarly, if you have multiple types of individual or group activities, for e.g., emo-demos, mother’s groups, select indicators that measure the number of sessions held and dropout rate for each of the activities. The creative agency will often lead or provide support with these measurements.
Example campaign implementation and audience exposure indicators are included in the resources.
While campaign implementation and audience exposure indicators can help you understand the reach of your campaign, it is important to also consider whether the primary audience can recall the information they were exposed and whether the campaign left an impression on them. Also, consider whether the campaign materials were acceptable and appealing to the audience – after all, something can be memorable and offensive at the same time.
For the recall indicators included in the tool, it can be helpful to include unprompted and prompted recall of the campaign materials and messages. For example, a prompted recall may show campaign materials and ask whether an individual has seen the materials before. In an unprompted recall, a participant may be asked to describe campaign materials, songs or activities that they have seen that are related to IYCF. Additional questions often include asking when and where they have seen the materials, how they felt in response to the messages or images, and so on.
For an individual to make a behaviour change, at a minimum, they need to understand the campaign messages and materials. However, if the campaign assets are entertaining, relevant, believable, emotive and motivational, people may be more likely to act. Using indicators to measure how the audience perceived each of your campaign assets can help your team understand which parts of the campaign the audience was most connected to. This can inform how to adapt your campaign to meet the audience’s perceptions or plan future campaigns.
To assess perceived effectiveness, develop a separate tool for each campaign asset being evaluated. Decide also what kind of information you would like to gather from the primary audience. For example, your team may want to know how the primary audience felt about the materials by asking open-ended questions and fostering discussion in one-on-one interviews or focus group discussions. Alternatively, if gathering information from a large group of people, you may choose to survey members of your primary audience by asking their opinions about the campaign materials using a Likert scale to assess their feelings about the asset’s understandability, relevance, motivation and more by providing a sample statement and asking the participants to rate how much they agree or disagree with the statement. Likert scale values range from 1-5; from 1 = strongly disagree through to 5 = strongly agree.