Toolbox Campaigning, Advocacy, PR

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Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean
Key Guides

Nedra Kline Weinreich

Geneva: International Federation of Red Cross and Red Crescent Societies (IFRC) (2021), 170 pp.

"This toolkit will help you to learn and apply the most important concepts of behaviour change to use in your social media planning, content development and outreach. In fact, the ideas you’ll gather here can help you with all aspects of your program’s communications and project design. The acti ... more

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Make it New: Using Media to Advance Advocacy
Key Guides

Ashley Nelson, Allison Tucker, Angi Williams

Global Initiative for Justice Truth & Reconciliation (GIJTR); International Coalition of Sites of Conscience (ICSC) (2021), 61 pp.

"[...] this toolkit aims to support civil society generally, while explicitly accommodating the needs and contexts of the local partners that work with the Global Initiative for Justice, Truth and Reconciliation. In this sense, it pays particular attention to creating and sharing advocacy campaigns ... more

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Comment réaliser des évaluations d’impact : étapes clés pour évaluer les actions de communication

James Dennison

International Centre for Migration Policy Development (ICMPD); EUROMED Migration (2020), 30 pp.

"Ce rapport réunit une terminologie hétérogène, des conclusions et des recommandations émanant des secteurs privé et public et du monde universitaire pour définir un ensemble de cinq étapes générales à suivre par les professionnels lors de la réalisation d’une EI. L’EI compare une va ... riable étudiée après une action (par ex. une campagne de communication) à ce qu’elle serait si cette action n’avait jamais eu lieu. Accompagnant chacune des cinq étapes, nous présenterons des exemples de la façon dont les communicants en migration peuvent évaluer l’impact des campagnes pour, d’abord, modifier les attitudes et, ensuite, changer les comportements. Étape 1 : Fixer des objectifs pour l’action qui définissent l’effet souhaité. Dans l’idéal, ils devraient (1) correspondre aux critères SMART : spécifique, mesurable, atteignable, pertinent et temporellement défini; (2) se concentrer sur les résultats finaux, plutôt qu’uniquement sur les produits; (3) éviter certaines erreurs courantes dans la définition des objectifs et (4) déterminer de façon aussi spécifique que possible l’identité du public cible. Étape 2 : Identifier une mesure de l’impact ou des impacts de l’objectif de l’action. Ces impacts devraient être (1) clairement définis et non ambigus; (2) valides d’un point de vue externe (ils restent fiables s’ils sont utilisés pour d’autres actions) et (3) valides d’un point de vue interne (ils mesurent ce qu’ils prétendent mesurer). Il existe déjà de longues listes de mesures (également connues sous le nom d’indicateurs) parmi lesquelles il est possible de choisir. Étape 3 : Estimer ce qui se serait passé si l’action n’avait pas eu lieu, ou situation « contrefactuelle ». Idéalement, mais pas nécessairement, cela implique la réalisation de mesures en amont de l’action, également connues sous le nom d’évaluation de base. Néanmoins, ce n’est pas toujours possible. Cela ne devrait pas dissuader les professionnels, en revanche, les hypothèses relatives aux EI devraient faire l’objet d’une discussion ouverte, comme évoqué ci-dessous. Une longue liste de méthodes de mesure, y compris des considérations liées à l’échantillonnage, sont fournies. • Étape 4 : Réaliser l’action. Cela peut impliquer de séparer un échantillon aléatoire en un ou plusieurs groupes traités, qui font l’objet de l’action/des actions, et un groupe témoin, qui n’en fait pas l’objet. Si cela n’est pas faisable, d’autres formes de situations contrefactuelles sont possibles pour « construire » un groupe témoin. Cette section aborde également : (1) les types de campagnes de communication; (2) la check-list MINDSPACE d’influences comportementales pour les actions; (3) les recommandations clés portant sur les actions persuasives issues des travaux précédents de l’ICMPD; (4) les recommandations relatives aux campagnes de dissuasion de la migration irrégulière. • Étape 5 : Mesures et analyses en aval de l’action : (1) ceux qui ont bénéficié de l’action doivent faire l’objet de mesures en aval de l’action (idéalement dans le cadre un groupe témoin authentique ou construit); (2) l’impact doit être calculé : généralement la différence entre la variable étudiée en amont et en aval de l’action et/ou entre le groupe traité et témoin; (3) réflexion théorique sur les raisons et les aspects précis de la campagne qui ont causé un impact; les conclusions sont-elles transposables ?; (4) création (et, dans certains cas, incorporation) de recommandations basées sur la combinaison de l’impact et des réflexions théoriques." (Résumé) 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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Monitoring Advocacy Activities

Nigel Simister, Jenny Ross

INTRAC (2020), 5 pp.

"Most advocacy work is carried out in complex environments where there are many different influences on change. This has important consequences for how objectives and indicators are developed. CSOs need to understand the immediate and short-term changes resulting from different advocacy activities i ... more

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M&E Systems for Advocacy Work

Nigel Simister, Jenny Ross

INTRAC (2020), 6 pp.

"Monitoring and evaluation (M&E) systems for advocacy interventions usually include a number of common elements. The nature of advocacy work means M&E systems need to be designed and implemented differently than in conventional projects. M&E systems for advocacy work should be simple and time-effici ... more

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Zum ersten Mal in Bangladesch: Influencer können Entwicklungsorganisationen helfen, junge Menschen zu erreichen. Aber bei der Zusammenarbeit kann einiges schiefgehen

Sebastian Drescher

welt-sichten, November (2020)

"Meine Reise in die Slums von Bangladesch“ heißt ein Video, das Julien Bam im Mai 2019 auf Youtube veröffentlicht. Julien Bam ist mit mehr als fünf Millionen Followern einer der erfolgreichsten deutschen Influencer. Seine aufwändig produzierten Clips sind meist laut und albern, er singt und ta ... 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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Influencing for Impact Guide: How to Deliver Effective Influencing Strategies
Key Guides

Richard English et al.

Oxford: Oxfam (2020), 80 pp.

"This guide is designed to support civil society organisations, Oxfam teams and partners to develop and deliver ‘influencing strategies’ for social justice that tackle the structural causes of poverty, inequality and environmental crisis - influencing strategies that will shift unequal and unjus ... 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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Creating Change Through Digital Communities: How RNW Media's Digital Platforms Impact Young People's Knowledge, Attitudes and Behaviour

Hilversum: RNW Media (2020), 34 pp.

"The Theories of Change for both Citizens’ Voice [a programme focusing on social cohesion and inclusive governance] and the SRHR programme (which includes Love Matters [delivering information and media on love, sex and relationships to 18-30-year-olds]) contain a key assumption that through provid ... more

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Advocacy in restricted spaces: A toolkit for civil society organizations
Key Guides

Danya Greenfield

Lifeline Fund for Embattled CSOs; Freedom House (2020), 46 pp.

"There are many valuable resources on how to conduct advocacy that provide a detailed, step-by-step approach. These approaches include best practices for identifying stakeholders, developing a message, or planning a timeline. We will not go deeply into these topics, but we do want to provide an intr ... more

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Video for Change Impact Toolkit
Key Guides

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 [Arabic]

James Dennison

International Centre for Migration Policy Development (ICMPD); EUROMED Migration (2020), 26 pp.

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Media Advocacy Toolkit

USAID (2020), 62 pp.

"You are about to embark on a journey of discovery. Within this toolkit you will find explanations, tips, examples from Sri Lanka and the world — everything you need to upgrade and enhance your own advocacy campaigns. The content has been adapted from a variety of sources, to illustrate best pract ... 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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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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Developing an advocacy campaign

Project on Middle East and Democracy (POMED) (2020), 4 pp.

"Developing and executing a successful advocacy campaign is not always an easy task. Advocacy goals can be hard to quantify and may require a large base of supporters and a relatively long timeframe. But a well developed, flexible advocacy strategy can help you anticipate obstacles and respond more ... more

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Voices of Pakistani Youth: Lessons for Civil Society in the Development of Effective Counter-Narrative Campaigns

Jasmeet Sahotay

London: Institute for Strategic Dialogue (ISD) (2020), 33 pp.

"This report ties together young Pakistani people’s experiences of hate and extremism – with contextual research and questions put to young people in Pakistan, centred around their views on identity, media consumption patterns and perceptions of the state and national news media. This research h ... more

Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean Key Guides

Make it New: Using Media to Advance Advocacy Key Guides

Influencing for Impact Guide: How to Deliver Effective Influencing Strategies Key Guides

Advocacy in restricted spaces: A toolkit for civil society organizations Key Guides

Video for Change Impact Toolkit Key Guides

Social Media for Behaviour Change Toolkit (SM4BC) for Disaster Preparedness and Disaster Risk Reduction in Latin America and the Caribbean
Key Guides

Make it New: Using Media to Advance Advocacy
Key Guides

Influencing for Impact Guide: How to Deliver Effective Influencing Strategies
Key Guides

Advocacy in restricted spaces: A toolkit for civil society organizations
Key Guides

Video for Change Impact Toolkit
Key Guides