| At SRF, we are constantly striving to find better ways to reach out to the people we serve and make a genuine difference in their lives. Most of our campaigns, therefore, include two forms of evaluations:
“Front-end testing” helps us to craft the best possible campaign messages. Typically, we ask focus groups to review pilot radio capsules, tinker with prototype festival exhibitions, or read through rough-drafts of campaign publications. Their comments help us to ensure that the information we disseminate in our campaigns is clear, understandable, memorable and useful to our audience members.
“Summative evaluations” embrace a variety
of strategies to help us gauge the impact of a campaign. We
may tally the probable number of mass media listeners our
campaign has reached, count the number of fact-sheets and
publications distributed across the country, or poll callers
to our helpline about their impressions of the campaign.
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