Step 12: Complete Campaign Evaluation
This page is about health communication
evaluation. You can find more information and
resources on our main evaluation page.
Though labeled the final step, evaluation should be
considered from the very beginning of campaign development in
order to
- Ensure that programs achieve maximum effectiveness
- Be accountable to funders
- Aid in the dissemination of knowledge so that others can
learn from our experience
- Enhance the standing of our organization in the community
- Predict the results of a program, measure the results or
help determine why certain results occur.
- Examine why specific effects occurred, determine
which strategies or tasks work well, and provide direction
for improving a program.
Evaluation is explored in detail in our Introduction to evaluating
health promotion programs workshop.
THCU resources
Lecturette
on Health Communication Evaluation, Effectiveness & Why
Campaigns Fail.
This excerpt from our Overview of Health
Communication Campaign workshop slides explains the three
types of campaign evaluation and outlines some sample evaluation
questions. Evaluation tips and information on health communication
campaign effectiveness from Dr. Hornik's recent book - Public
Health Communication: Evidence for Behaviour Change is provided.
A summary of health communication scholar Chuck Atkin's work
on "Why Campaigns Fail" is also presented. Added
October 9, 2003.
Evaluation Card Game (Cards and Instructions)
You are the manager of a communication campaign that has run for 9 months and
has cost $25,000 in above-the-line costs. Your boss now tells you that with
the end of the fiscal year coming up you need to produce some "hard evidence," preferably
a cost-benefit analysis for the program. You only have $1,500 left for evaluation.
Play the game and decide what to do! Added May
18, 2004
Overview
of Health Communication Campaigns workbook and slide show
Don't
forget that there is more information on step 12 in our core
health communication resources
Non THCU Resources
The Evaluation Project
This multi-year project from the Communications
Consortium Media Centre "aims to provide foundations
and nonprofits with methods of gauging the effects of strategic
communications
campaigns both large and small." Updated July
2006
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