Evaluation Strategies for Media Campaigns
- Susan Ladd, Evaluation Support, Division for Heart Disease and Stroke Prevention, Northrop Grumman (moderator)
- Jennifer Duke, Director of Research, American Legacy Foundation
- Barbara Pryor, Director, Cardiovascular Health Program, Ohio Department of Health
Session Objective
Upon completion of this session, participants will be able to evaluate media activities and information campaigns.
Supporting Skills and Knowledge
- Identify process indicators for a media campaign.
- Identify outcome indicators for a media campaign.
- Develop a feasible media evaluation plan for the state HDSP.
- Identify resources to assist with media evaluation.
Activity
Small group activity based on CDC Evaluation Plan Format. Participants will group according to CB or BI funding status to:
- identify their media campaign message and target population
- determine the outcome indicator (increase in awareness, knowledge change, behavior change, etc.) that will be measured to determine campaign effectiveness
- identify the evaluation method to be used.
Session Summary
Ms. Duke will discuss meaningful process measures states can use to track media as well as how to obtain and interpret the data; discuss timing for evaluation activities based on purpose of campaign; and talk about statements that can made about causation and association. Ms Duke will also provide media evaluation approaches for various resource levels. Ms. Pryor will share the evaluation strategy and results for Ohio’s “Know Your Numbers” Campaign.
Resources
-
Participant handouts: Speaker PowerPoint presentations, CDC sample evaluation plan
