Toolbox Campaigning, Advocacy, PR

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Evaluating the impact of information campaigns in the field of migration: A systematic review of the evidence, and practical guidance

Jasper Tjaden, Sandra Morgenstern, Frank Laczko

Geneva: International Organization for Migration (IOM); Global Migration Data Analysis Centre (GMDAC) (2018), 50 pp.

"Information campaigns designed to raise awareness of the potential risks of (irregular) migration have attracted much attention and investment across the world in recent years. Studies have repeatedly shown that many migrants start their journeys with limited or biased information and end up in vul ... nerable situations. In response, information campaigns have increased in number and the type, format, messages and strategy of such campaigns have diversified. This report presents the results from a systematic literature review of evaluations of such information campaigns in the field of migration. The study reveals that the evidence base available for programming and policymaking in this area is strikingly limited. We find that the uptake in the use of information campaigns has far outpaced any rigorous assessment of the effects that different campaigns may have on their respective target groups. In the absence of reliable evidence, the debate on the potential of this policy tool often relies on largely anecdotal evidence. Better evidence can show how information campaigns can be designed to best achieve their intended effects given the particular circumstances. The current lack of evidence limits the impact of future campaigns. While rigorous assessment of campaign impact can be difficult and costly, better evidence is clearly needed – wherever feasible and appropriate. Based on an extensive, systematic literature review, 60 relevant evaluations of information campaigns that targeted potential migrants and traffickers, as well as communities at large, were identified from a pool of 3,600 records. Only 30 of the selected campaign evaluations had publicly available results; the rest were collected through expert referrals. Two studies were published in peer-reviewed journals. Among the campaigns featured in the 60 studies, the most popular communication tools were workshop-type activities and cable TV programmes/advertisements. Most campaigns focused on trafficking, followed by irregular migration and, more generally, smuggling. A common issue is the lack of a clearly defined campaign objective and/or target group. This hampers any rigorous evaluation of programme effects. Whenever an objective is defined, it is most often aimed at “awareness-raising” and “knowledge generation.” The majority of the campaign evaluations claimed that the campaign under study was “successful” in inducing a change in knowledge, perceptions, attitudes and – to a lesser degree – (intended) behaviour. However, most of the evaluations reviewed provided relatively little evidence of the full impact of information campaigns. While many of the evaluations reported the number and profiles of campaign recipients or beneficiaries, impact was not directly measured. (In the evaluation literature, impact is defined as a change in outcome that is directly attributable to the programme and not any other factor.) Most of the evaluations identified did not meet minimum standards for robust evidence on programme effects. The large majority of evaluations were based on based on cross-sectional surveys of small numbers of participants (N) sampled at convenience, limiting the generalizability of the results. Only a few large-N studies employed a control-group design or involved pre- and post-measurements. None employed a (quasi-)experimental method for causal inference (e.g. randomized controlled trial, which is considered the “gold standard” for measuring impact)." (Executive summary) more

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Guide to developing digital games for early grade literacy for developing countries

Kenneth Y. T. Lim, John Comings, Richard Lee, Ming-De Yuen, Ahmed Hazyl Hilmy, Derek Chua, Bing Heng Song

Quezon City; Washington DC: Foundation for Information Technology Education and Development; World Vision (2018), 43 pp.

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Advocating together for the SDGs: How civil society and business are joining voices to change policy, attitudes and practices

Richard Gilbert, Jane Nelson

HARVARD Kennedy School (2018), 43 pp.

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Creating Mobile Health Solutions for Behaviour Change: A Study of Eight Services in the MNutrition Initiative Portfolio

Kim Viljoen, Tobias Wacker

London: GSMA; Altai Consulting (2018), 50 pp.

"The GSMA mHealth programme, under the mNutrition Initiative funded by UK aid (the UK Department for International Development, DFID), has been working with mobile network operators (MNOs) and other mobile and health sector stakeholders to support the launch and scale of mobile health (mHealth) valu ... more

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Tips for Running Public Awareness Campaigns in Africa: Insights from Eight Case Studies
Key Guidance

Martin Vogl

Bonn: Deutsche Welle DW Akademie (2018), 24 pp.

"Effective campaigns require careful planning and execution. And drawing on the experiences and knowledge of others can help overcome some common stumbling blocks and improve the chances of success. To this end, this booklet profiles eight public awareness campaigns conducted in African countries. I ... more

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Effective Anti-Corruption Messaging: Lessons from Ukraine

Jordan Gans-Morse

PONARS Eurasia (2018), 8 pp.

"This memo presents evidence based on a survey experiment embedded in a national survey of Ukrainians and a laboratory experiment conducted with Ukrainian university students. The findings indicate that anti-Corruption messaging that emphasizes the success of anti-Corruption campaigns (i.e., a “po ... more

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Communication for Development and Social Change: Influencing Social Norms for an Inclusive Society in Montenegro

Jelena Perovic, Rafael Obregón

Commons: Revista de Comunicación y Ciudadanía Digital, volume 6, issue 1 (2017), pp. 130-147

"UNICEF and the Government of Montenegro implemented a communication strategy "It's about ability" to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 20 ... more

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Radionovelando: Curso para producir radionovelas emocionantes

Radio Libres; Radioteca; Radialistas Apasionadas y Apasionados (2017), 47 pp.

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Fulfilling the promises: A practical guide for UN advocacy to promote implementation of the 2030 agenda

United Nations Development Group (UNDG) (2017), 36 pp.

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Celebrities in Global Development

Karin Gwinn Wilkins

In: The Routledge Companion to Global Popular Culture

Toby Miller (ed.)

New York; London: Routledge (2017), pp. 128-136

"Celebrities champion global development, bringing public visibility to poverty while spotlighting neoliberal strategies as heroic adventures. The wealthy few are applauded for their noble gestures toward helping the projected grateful beneficiaries. These narratives of individual sacrifice and bene ... more

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Digital Tools and Changing Behaviour in Relation to Violence Against Women

William Robert Avis

Birmingham: University of Birmingham, GSDRC (2017), 23 pp.

"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key ... more

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Storytelling for Interactive Digital Media and Video Games

Nicholas Bernhardt Zeman

Boca Raton, Fl.: CRC Press, Taylor & Francis (2017), xv, 280 pp.

"This book is the perfect guide to aspiring storytellers as it illustrates the different manner of how and why stories are told, and how to make them "interactive." Storytelling features heavy game development as a method of storytelling and delivery, and how to develop compelling plots, characters, ... more

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Una voz que cambia vidas: Campañas de responsabilidad social en la radio. El caso RPP Noticias

Julianna Paola Ramírez Lozano

Lima: Universidad de Lima, Fondo Editorial (2017), 380 pp.

"Este libro relata la gestión de la campaña de lucha contra la desnutrición infantil realizada por el Grupo RPP y difundida de forma ininterrumpida a traves de su principal emisora radial, desde el 2006 hasta el 2010. Dicha experiencia representó una apuesta empresarial donde se evidenció que l ... more

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Connecting Communication: Using Video to Open Spaces and Mediate Exchange Between Kenyan Grass-Roots Activists

Jackie Shaw

Institute of Development Studies (IDS) (2017), 21 pp.

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Shine a Little Light: Celebrities, Humanitarian Documentary, and 'Half the Sky'

Heather McIntosh

In: The Routledge Companion to Media and Humanitarian Action

Robin Andersen, Robin Purnaka L. de Silva (eds.)

London: Routledge (2017), pp. 395-404

"'Half the Sky' is an ambitious humanitarian documentary about the global crises in gender discrimination. Based on Nicholas Kristof and Sheryl WuDunn's book (Kristof and WuDunn 2010), the nearly four-hour documentary visits six countries to explore six issues: gender-based violence in Sierra Leone, ... more

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The Next Ronald Reagan? Celebrity, Social Entrepreneurism, and the Case of Brazilian TV Host Luciano Huck

Bruno Campanella

In: The Routledge Companion to Global Popular Culture

Toby Miller (ed.)

New York; London: Routledge (2017), pp. 397-406

"Taking the participation in social and humanitarian campaigns of TV host and social entrepreneur Luciano Huck as a case in point, this chapter investigates how new models of celebrity civic engagement are becoming increasingly popular in Brazil. Huck belongs to a growing group of Brazilian celebrit ... more

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From the Sofa to the Streets: Strategies to Ignite Social Action Through Documentary Media

Johanna Blakley, Beth et. al Karlin

Los Angeles: USC Annenberg Norman Lear Center, Media Impact Project (2017), 25 pp.

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Ascendant India, Digital India: How Net Neutrality Advocates Defeated Facebook’s Free Basics

Revati Prasad

Media, Culture & Society, volume 40, issue 3 (2017), pp. 415-431

"This article analyzes the 2015 campaign by net neutrality advocates against Facebook’s Free Basics service in India, and argues that their victory can be best understood by analyzing their privileged place in an India that imagines itself high tech and global. The advocates, predominantly tech wo ... more

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Roads to Influence: A Practical Toolkit to Increase Safety for Journalists Through Advocacy in Somalia/Somaliland

International Media Support (IMS); Fojo Media Institute (2017), 20 pp.

"The overall approach to advocacy in this toolkit is generic, but the toolkit focuses on increasing safety for journalists in Somalia/Somaliland. The order of the different steps follows a logical sequence. However, do keep in mind that advocacy is not necessarily a linear process. Advocacy rarely f ... more

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Behaviour Change Communication Guidelines
Key Guidance

Thimphu, Bhutan: SNV Bhutan (2016), 26 pp.

Tips for Running Public Awareness Campaigns in Africa: Insights from Eight Case Studies Key Guidance

Behaviour Change Communication Guidelines Key Guidance

Tips for Running Public Awareness Campaigns in Africa: Insights from Eight Case Studies
Key Guidance

Behaviour Change Communication Guidelines
Key Guidance