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Independent Media Depend on You: Research Report

CESID

USAID; IREX; Agency Communis (2020), 19 pp.

"The research on audience behavior and the effects of Free Media Advocacy Campaign was conducted on a sample of 1,000 respondents, 25 to 55 years of age, and focused on the citizens’ viewpoint towards paying for media content (with the possibility of comparison to 2019 research) and evaluation of ... the campaign “Independent Media Depend on You” (IREX and Agency Communis). In terms of media consumption, respondents from 2019 generally spent more time with media than in the 2020 research. In addition, it is noticeable that respondents in both research cycles spent more time watching television and listening to the radio. The average time respondents spent per day watching television in 2020 was 108.6 minutes, while in 2019 the average time spent watching this media was 161.4 minutes. The average time respondents spent listening to the radio in the research conducted in 2020 is the same as the time spent watching TV (108.6 minutes), while in 2019, radio was the media respondents spent the most time listening to – 166.8 minutes. Social networks are the third most used media in terms of time spent on them per day (average time for 2020 – 87.6 minutes; average time for 2019 – 126.6 minutes). In fourth place are informative online portals and sites, while fifth place is print media with which respondents spend the least time per day (average time – 27 minutes). When it comes to citizens’ trust in media, it is evident that in both research cycles there is a greater distrust than a trust in the media, and this fits in the broader picture of citizen’s distrust in all civil society institutions. A total of 43% of respondents generally do not trust the media in Serbia at all – in 2020, while in 2019 the percentage was lower by two points (41%). On the other hand, a total of 22% of respondents stated that they have full confidence and that they mostly have trust in Serbian media, which is one percentage point more than in the research conducted in 2019. About a third of respondents had a neutral stance about trust in media (31% in 2020, 33% in 2019). A large percentage of respondents were not willing to pay for online content, however, when compared with 2019’s findings, SMS noticed that the willingness to pay for online content is more noticeable in 2020." (Summary) more

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Social and Behavior Change Communication (SBCC) Demand Reduction Guidebook

RTI International

USAID Wildlife Asia; FHI 360 (2020), 69 pp.

"This Guidebook provides simple, easy-to-follow steps on how to use a social behavior change communication (SBCC) approach to plan, implement, and evaluate campaigns to reduce demand for wildlife products. To facilitate understanding and application, each step is illustrated by a case example from t ... more

External Link (27)

Disability: Out in the Open. A Handbook for Civil Society Organisations Seeking to Promote the Best Interests of Disabled People
Key Guidance

Mike Jempson (comp.)

Media Diversity Institute; Macedonian Institute for Media; National Council of Persons with Disability Organizations of Macedonia (NSIOM) (2020), 78 pp.

"This handbook aims at helping Macedonian CSOs that work with people with disabilities to deal with some of the challenges they face on daily basis: the absence of quality reporting on people with disabilities; the perception of people with disabilities which is often burdened with negative stereoty ... more

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Countering Cyberhate Against Roma: A Toolkit for Civil Society Organizations and Activists

Marco Cadena, Zsófia Farkas, Nicole Garbin

Budapest: Minority Rights Group Europe (2020), 51 pp.

"In Chapter 1, the international and European legal frameworks are outlined with a focus on the existing definitions of hate speech and current freedom of expression safeguards, the challenges posed by online hate speech, the role of IT companies in addressing these issues, and possible ways to resp ... more

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M&E of Advocacy

Jenny Ross, Nigel Simister

INTRAC (2020), 6 pp.

"Monitoring and evaluating advocacy work involves unique challenges. These can usually be overcome provided expectations are realistic. Ongoing monitoring and evaluation carried out during advocacy interventions should enhance and support real-time decision-making. Advocacy evaluations should includ ... more

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Assessing the Effectiveness of Online Facebook Campaigns Targeting Potential Irregular Migrants: A Pilot Study in Three West African Countries

Esther Haarman, Jasper Tjaden, Gustavo López

Geneva: International Organization for Migration (IOM) (2020), 41 pp.

"Studies have shown that many irregular migrants embark on journeys without accurate or complete information about migration. In response, IOM and other organizations run information campaigns intended to inform potential migrants of the dangers associated with irregular migration and to facilitate ... informed decisions. The use of online and social media platforms for these campaigns has become increasingly popular in recent years, due to their potential for quickly reaching millions of people at low cost. While the evidence base for offline information campaigns has been gradually improving, it remains unclear how online communication campaigns affect potential migrants, and methodologies to do this remain underdeveloped. This report therefore presents results from a pilot impact assessment of an online campaign based on Facebook posts in Guinea, Nigeria and Senegal during September 2019 and February 2020 [.] Conclusion: Facebook ad campaigns can reach many people quickly. However, large audience sizes and relatively cheap costs come with a trade-off. The impact of an information campaign on potential migrants’ perceptions, attitudes, knowledge and behaviour remains largely unknown because many Facebook users that engage with the campaign do not fit the intended target group. The advantage of offline over online campaigns is that implementers have more control and information about who attends activities or who is exposed to campaign content. The engagement of users with campaign posts varies largely by audience and post characteristics. Campaign and social media teams are well advised to conduct pilot tests before scaling up activities. Pilot tests can inform a customized approach for each online activity on Facebook, and thereby maximize impact. In addition to A/B tests, lift tests may offer a useful opportunity to test the impact of Facebook posts. Compared to impact assessments of offline information campaigns, measuring the impact of Facebook ads on potential migrants presents several unique challenges, including: Many potential migrants are not on Facebook or do not use ad content to seek information about migration. Internet connectivity is also limited in many West African countries. While Facebook allows users to narrow down target groups, it is not clear whether those Facebook users that are exposed to the content fit the profile of potential migrants. Whether the intended target group is reached can be affirmed only through surveys, which have a low response rate; It is not possible to interview the same Facebook users several times to track changes in their perceptions. Engagement metrics like post reactions, link clicks or video plays can be useful indicators. However, these low-engagement metrics do not offer clear evidence of the short- or long-term effects on Facebook users." (Executive summary) more

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Video for Change Impact Toolkit
Key Guidance

EngageMedia; Video4Change Network (2020)

"This toolkit shows you step-by-step how to create impact projects using video. It is designed for documentary video-makers, journalists and organisations using video to engage and create change in their communities. EngageMedia has produced this toolkit in partnership with the Video4Change Network: ... more

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How to Perform Impact Assessments: Key Steps for Assessing Communication Interventions

James Dennison

International Centre for Migration Policy Development (ICMPD); EUROMED Migration (2020), 29 pp.

"This report brings together disparate terminology, findings and recommendations from the private and public sectors and academia to synthesise a set of five general steps for practitioners when performing impact assessments. Impact assessment (IA) compares a variable of interest after an interventi ... on (e.g. a communication campaign) to what it would it be if that intervention had never happened. Accompanying each of the five steps are examples of how migration communicators can assess the impact of campaigns to, first, change attitudes and, second, change behaviour. Step 1: Set objectives for the intervention that define what the desired effect is. Ideally, this should (1) meet the SMART criteria of specific, measurable, attainable, relevant and timebound; (2) focus on ultimate outcomes, rather than only outputs; (3) avoid a number of common mistakes in setting objectives and (4) carefully consider what the—as specific as possible— target audience is. Step 2: Identify a measure of the impact(s) that the intervention has as its objective. These should be (1) clearly defined and unambiguous; (2) externally valid (they act reliably if used for other interventions) and (3) internally valid (they measure what they claim to measure). There already exist long-lists of measures (also known as indicators) to choose from. Step 3: Estimate what would have happened had there been no intervention, known as a ‘counterfactual’. Ideally, but not necessarily, this requires performing a pre-intervention measurement, also known as baseline assessment. However, this is not always possible. This should not dissuade practitioners but instead assumptions of any IA, as discussed below, should be made openly. A long list of methods for measurement, including sampling considerations, are provided. Step 4: Perform the intervention. This may involve separating a randomised sample into a treatment group(s)—that receives the intervention(s)—and a control group—that does not. If this is not feasible, other forms of counterfactual are possible that ‘construct’ a control group. This section also overviews: (1) types of communication campaigns; (2) the MINDSPACE checklist of behavioural influences for interventions; (3) key recommendations on persuasive interventions from ICMPD’s previous work; (4) recommendations on campaigns deterring irregular migration. Step 5: Post-intervention measurement and analysis: (1) those receiving the intervention should be measured post-intervention (ideally, as well as, either a genuine or constructed control group); (2) the impact must be calculated: usually the difference in the variable of interest pre- and post-intervention and/or between the treatment and control group; (3) theoretical consideration of why and what aspect of the campaign caused an impact; are the findings likely to be universalizable?; (4) creation (and, in some cases, incorporation) of recommendations based on combination of impact and theoretical considerations." (Executive summary) more

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Evaluating Hashtag Activism: Examining the Theoretical Challenges and Opportunities of #BlackLivesMatter

Diana Zulli

Participations: Journal of Audience & Reception Studies, volume 17, issue 1 (2020), pp. 197-216

"This paper argues for the reexamination of hashtag activism from the theoretical frameworks of liveness and appropriation. Scholarly discussions of online activism have, for the most part, focused on if and how technology revolutionizes social and political movements. Going in a different direction ... more

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Google Scholar (14)

WorldCat (11)

Nonprofits in Policy Advocacy: Their Strategies and Stories

Sheldon Gen, Amy Conley Wright

Cham: Palgrave Macmillan (2020), xxviii, 238 pp.

"Policy advocacy is an increasingly important function of many nonprofit organizations, as they seek broad social changes in their concerning issues. Their advocacy practices, however, have often been guided by their own past experiences, anecdotes from peer networks, and consultant advice. Most of ... more

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Behavior Change for Nature: A Behavioral Science Toolkit for Practitioners

Kevin Green, Katie Williamson

Arlington (VA): Rare; Behavioural Insights Team (2019), 82 pp.

"We hope you’ll come away from this report with a clearer understanding that conservation is a behavioral challenge and therefore needs behaviorally-informed solutions. Here is your starting point with the tools and tactics to employ in your efforts to preserve our natural resources for current an ... more

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When Celebrities Speak: A Nationwide Twitter Experiment Promoting Vaccination in Indonesia

Vivi Alatas, Arun G. Chandrasekhar, Markus Mobius, Benjamin A. Olken, Cindy Paladines

National Bureau of Economic Research (NBER) (2019), 55 pp.

"Celebrity endorsements are often sought to influence public opinion. We ask whether celebrity endorsement per se has an effect beyond the fact that their statements are seen by many, and whether on net their statements actually lead people to change their beliefs. To do so, we conducted a nationwid ... more

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Youth Advocacy Guide

UNICEF (2019), 49 pp.

"The Youth Advocacy Guide has been developed by people of varying ages, with different lived experiences, and a passion for change. It was created through an extensive consultative process, which brought together the voices of young people from various parts of Africa. This guide will take you throu ... more

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Evaluating Behaviour Change Communication Campaigns in Health and Safety: A Literature Review

T. J. Bailey, L. N. Wundersitz

Adelaide: University of Adelaide, Centre for Automotive Safety Research (2019), 30 pp.

"This literature review examined selected international research, published from 2010 to the present, to investigate how six fields other than road safety (i.e. healthy eating/physical activity, smoking, alcohol and drug use, workplace health and safety, suicide and juvenile offending) evaluated the ... more

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Stop the Traffik's Organisational Evaluation: Executive Summary

Robin Brady, Ruth van Dyke

Crackington Haven, Bude: Stop the Traffik; Robin’s Trading Company (2019), 12 pp.

"Since its inception STOP THE TRAFFIK (STT) has been focused on creating a world where people are not bought and sold. To contribute towards this goal, STT has developed an intelligence-led prevention approach: informing its focus at a local, national and global level. STT believes that it delivers ... more

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Social and Behaviour Change: Insights and Practice

Petr Schmied

Bonn: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2019), 47 pp.

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Stop the Traffik Lithuania Campaign July 2019: Initial Evaluation Report

Stop the Traffik; Humankind Research (2019), 44 pp.

"The Lithuania (LT) campaign ran on Facebook (FB) and Instagram (IG) over the course of two weeks in July 2019, first in Lincolnshire, UK followed by Lithuania. The target audience was Lithuanians living in both Lithuania and Lincolnshire at risk of labour exploitation in the UK. The campaign was de ... more

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Linkages as a Lens: An Exploration of Strategic Communications in P/CVE

Joe Whittaker, Lilah Elsayed

Journal for Deradicalization, issue 20 (2019), pp. 1-45

"Strategic communications for the purpose of countering violent extremism have become widespread in recent years, especially given the communications revolution which has amplified the messages of violent extremists and those that wish to counter them. Despite this, there is little-to-no research wh ... more

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Guía práctica y herramientas para el impacto: Del arte al impacto
Key Guidance

Sahar Driver

London et al.: Doc Society (2019), 237 pp.

"El objetivo de esta guía va más allá de presentar herramientas y recursos, pretende crear comunidad. Igual que sucede con el proceso de evaluación, vimos una oportunidad para aprender cómo se produce el impacto y hacer un seguimiento de cómo las películas están catalizando el cambio social. ... more

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The impact field guide and toolkit: From art to impact [in Arabic]
Key Guidance

Sahar Driver

London et al.: Doc Society, 2nd ed. (2019), 238 pp.

Disability: Out in the Open. A Handbook for Civil Society Organisations Seeking to Promote the Best Interests of Disabled People Key Guidance

Video for Change Impact Toolkit Key Guidance

Guía práctica y herramientas para el impacto: Del arte al impacto Key Guidance

The impact field guide and toolkit: From art to impact [in Arabic] Key Guidance

Disability: Out in the Open. A Handbook for Civil Society Organisations Seeking to Promote the Best Interests of Disabled People
Key Guidance

Video for Change Impact Toolkit
Key Guidance

Guía práctica y herramientas para el impacto: Del arte al impacto
Key Guidance

The impact field guide and toolkit: From art to impact [in Arabic]
Key Guidance