Module 3, Unit 8

Archie Bunker Effect

All in the Family

• 1970s• Early attempt to

use entertainment- education to reduce racism

Illustrates the importance of understanding how your audience is interpreting campaign messages

Monitoring your Campaign Activities

Module 3, Unit 8

By the end of this lesson, participants should be able to:

Using your Work Plans to strategically track your campaign's progress

Incorporate mini-market tests as a monitoring tool

Module 3, Unit 8

• Testing the impact of specific collateral through “finger to the wind/suway-suway/daplis” method

• Indication that message is working. If no indication, something is most likely wrong.

When• Within 3 weeks of creating and

distributing major piece of campaign collateral

The Mini-Market Test

Module 3, Unit 8

1. REACH– Number or percentage of people in TA

exposed to activity2. RESPONSE– How they react to an activity

3. IMPACT– Whether they learned something as a

result of exposure to activity (i.e. changed an attitude or intend to change a behavior)

Critical Elements to Monitor in Activities

Module 3, Unit 8

• Don’t settle for a monitoring activity that hits only one element, go for two or better yet all three!

Triangulation is KEY

MINI TEST: CAMPAIGN POSTERCollateral Type

Poster

Message Atong Sangtwaryo, Atong KaugmaonCall to Action

Call hotline to report intrusions

Target Audience

Local fishers

Goal 1. To see if people who committed to putting up the poster actually do put it up

2. Do people who did not commit request a copy of the posterTest Test 1

Visit 20 of the places who said they would put up the poster and see if it actually up

Wait 5 mins and see if anyone reads it If someone reads it, ask them their opinion of it – does it seem to

be changing: K? A? IC?Test 2 Track how many people request posters Track how many organizations or businesses request posters

Sample Mini-Market Result Documentation

Sample Mini-Market Result Documentation

Report Write Up

Test 1:• Roughly 50 places agreed to hang up the poster. I visited 15 of those

posters in Y and Z villages. Of those 12 were actually hanging the posters.

• I waited at 10 of the locations to talk with people. I was able to talk with three people. Everyone really liked the artwork. None had actually seen the mascot in real life, but all would like to see it. One person asked how he could buy one for dinner. Two respondents say they do not know anybody who has fished in the sanctuary, but they would inform their friends of the hotline number.

• Summary – overall the response was favorable in informing people of the hotline using beautiful coral reef pictures. However, the call to action seems to have a mixed response.

Test 2:The poster has been up for two weeks, but no one has requested one.SummaryClearly there is no buzz about the poster. May need to reach out to more people and encourage volunteers to give them to more targeted places.

Module 3, Unit 8

• Photo documentation• Mini-surveys• Head counts• Pre/Post Quiz• Evaluation Forms• Interviews (ORID style)• Action counts• Hearsay and Direct Feedback• Press coverage

Examples of Monitoring Activities

Module 3, Unit 8

A Picture

speaks

1,000 words!

Photo Documentation of Activities

Module 3, Unit 8

Press Coverage of Activities

Module 3, Unit 8

“In any collection of data, the figure most obviously correct, beyond all need of checking, is the mistake.”

Finagle's Third Law