Campaign evaluation Stand By. Stand Up! underwent a comprehensive formal evaluation by independent Don’t consultants, a requirement of grant conditions. This was regarded as a positive VicHealth’s step by FFV as it has helped the organisation to better understand whether the campaign is achieving its desired results and where it may need to be changed or strengthened. The purpose of the evaluation was to: Establish a baseline of the Victorian football awareness, community’s knowledge, confidence, attitude and behaviour in relation to race-based discrimination prior to the launch of the program Support the development of key messages and outputs prior to the launch of the program through baseline data collection Determine the extent to which the Victorian football community is aware of the program Determine the extent to which the football awareness, community’s knowledge, confidence, attitude and behaviour in relation to race-based discrimination has changed as a result of the program through a comparison of baseline and comparative survey and interview data Determine the effectiveness of the key program outputs, and Determine the extent to which the program is adaptable by other sporting codes. The evaluation report indicated that Stand By. Stand Up! achieved its short-term Don’t outcomes in relation to raising awareness about the program amongst the Victorian football community. In addition, the report notes that with some level of familiarity with the program, on average, agreed that ‘respondents they were more confident that racism will be handled more effectively by their club as a result of the program. While respondents, on average, neither agreed nor disagreed that they were more confident that racism will be handled more effectively by FFV as a result of the program, those with higher levels of familiarity had more confidence in handling of FFV’s racism.’ The evaluators note that it is possible to conclude that average level of ‘respondents’ confidence in FFV will increase over time, as the Victorian football community becomes more aware of the program’. The evaluators observed that these findings should not be considered surprising when considering short timeframe between baseline and comparative data collection and the ‘the typical theory of change within education archetype programs such as Stand ‘Don’t By. Stand beneficiaries of education programs experience increased Up!’ Typically, knowledge and awareness in the short-term but changes in attitudes and behaviour are more medium and long-term outcomes and are also impacted upon by factors
Campaign evaluation Don’t Stand By. Stand Up! underwent a comprehensive formal evaluation by independent consultants, a requirement of VicHealth’s grant conditions. This was regarded as a positive step by FFV as it has helped the organisation to better understand whether the campaign is achieving its desired results and where it may need to be changed or strengthened. The purpose of the evaluation was to: Establish a baseline of the Victorian football community’s knowledge, awareness, confidence, attitude and behaviour in relation to race-based discrimination prior to the launch of the program Support the development of key messages and outputs prior to the launch of the program through baseline data collection Determine the extent to which the Victorian football community is aware of the program Determine the extent to which the football community’s knowledge, awareness, confidence, attitude and behaviour in relation to race-based discrimination has changed as a result of the program through a comparison of baseline and comparative survey and interview data Determine the effectiveness of the key program outputs, and Determine the extent to which the program is adaptable by other sporting codes. The evaluation report indicated that Don’t Stand By. Stand Up! achieved its short-term outcomes in relation to raising awareness about the program amongst the Victorian football community. In addition, the report notes that ‘respondents with some level of familiarity with the program, on average, agreed that they were more confident that racism will be handled more effectively by their club as a result of the program. While respondents, on average, neither agreed nor disagreed that they were more confident that racism will be handled more effectively by FFV as a result of the program, those with higher levels of familiarity had more confidence in FFV’s handling of racism.’ The evaluators note that it is possible to conclude that ‘respondents’ average level of confidence in FFV will increase over time, as the Victorian football community becomes more aware of the program’. The evaluators observed that these findings should not be considered surprising when considering ‘the short timeframe between baseline and comparative data collection and the typical theory of change within education archetype programs such as ‘Don’t Stand By. Stand Up!’ Typically, beneficiaries of education programs experience increased knowledge and awareness in the short-term but changes in attitudes and behaviour are more medium and long-term outcomes and are also impacted upon by factors
WEB_NARPS_evaluation_2015FINALfull.docx