translation into What messages work practice before or with what audiences? during campaign implementation. Who are the best messengers? What outcomes are being achieved? campaigners What are the vision design and develop and values that guide innovative the campaigners? campaigning approaches and What do initial results solutions, adapting reveal what is to complex, working and not uncertain and working? dynamic circumstances. Process(summative) Examines campaign How many materials implementation, have been put out? measuring effort and the direct outputs - What has been the what and how much campaign’s was accomplished. How many people have been reached? Outcome(summative) Measures Has there been any effects and changes affective change that result from the (beliefs, attitudes, campaign. Assesses social norms)? outcomes in the target audiences that Has there been any come about as a behaviour-change? result of campaign strategies and Have any policies activities. changed? Impact(summative) Measures Has the community-level resulted in its change or intended outcomes results (e.g., lower cancer achieved as a result rates, less violence in of the campaign’s schools) aggregate effects on individuals’ Has there been any behaviour and the systems-level change? sustainability of the
translation into practice before or during campaign implementation. What messages work with what audiences? Who are the best messengers? What outcomes are being achieved? campaigners design and develop innovative campaigning approaches and solutions, adapting to complex, uncertain and dynamic circumstances. What are the vision and values that guide the campaigners? What do initial results reveal what is working and not working? Process(summative) Examines campaign implementation, measuring effort and the direct outputs - what and how much was accomplished. How many materials have been put out? What has been the campaign’s How many people have been reached? Outcome(summative) Measures effects and changes that result from the campaign. Assesses outcomes in the target audiences that come about as a result of campaign strategies and activities. Has there been any affective change (beliefs, attitudes, social norms)? Has there been any behaviour-change? Have any policies changed? Impact(summative) Measures community-level change or results achieved as a result of the campaign’s aggregate effects on individuals’ behaviour and the sustainability of the Has the resulted in its intended outcomes (e.g., lower cancer rates, less violence in schools) Has there been any systems-level change?