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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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Evaluating Public Communication: Exploring New Models, Standards, and Best Practice

Jim Macnamara

London; New York: Routledge (2018), xix, 392 pp.

"Chapters feature: A review of 30 frameworks and models that inform processes for evaluation in advertising, public relations, health communication and promotion, government communication and other specialist fields including the latest recommendations of industry bodies, evaluation councils, and re ... more

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„Mehr Wert für eine bessere Welt?“ Evaluation und Controlling der Kommunikation von Nichtregierungsorganisationen (NGO)

Michael Bürker

In: Handbuch NGO-Kommunikation

Nadine Remus, Lars Rademacher (eds.)

Wiesbaden: Springer VS (2018), pp. 461-487

"Zunächst werden theoretische Konzepte und Modelle sowie die empirische Forschung zum Einsatz von Evaluation und Controlling für die NGO-Kommunikation gesichtet. Dabei werden auch Konzepte für die Evaluation von Organisationen sowie für die Kommunikation von Nonprofit-Organisationen (NPO) als al ... more

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Social impact navigator: The practical guide for organizations targeting better results

Bettina Kurz, Doreen Kubek

Berlin: Phineo; Bertelsmann Stiftung, 2nd revised ed. (2016), 139 pp.

"The Social Impact Navigator provides an accessible introduction to the issue of impact orientation. We want to show you how with simple steps, you can plan and implement your project in an impact-oriented way and analyze your results. We present instruments suitable for everyday use that will give ... more

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The Counter-Narrative Monitoring & Evaluation Handbook

Loius Reynolds, Henry Tuck

London: Institute for Strategic Dialogue (ISD) (2016), 55 pp.

"The aim of this handbook is to provide civil society campaigners with the knowledge and skills they need to undertake high quality counter-narrative campaign evaluations. It presents model frameworks and case studies of successful counter-narrative M&E, as well as a range of useful tools and resour ... more

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Interventions to Counter Hate Speech

Anna Louise Strachan

Birmingham: GSDRC (2014), 8 pp.

"A number of international organisations and NGOs suggest strategies for countering hate speech, but there is limited evidence of successful interventions. There is a general lack of impact evaluations of interventions to counter hate speech. When impact is measured it tends to be done in the short- ... more

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Public Communication Campaigns

Ronald E. Rice, William J. Paisley (eds.)

Thousand Oaks et al.: Sage, 4th ed. (2013), xiii, 376 pp.

"In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun ... more

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Evaluation of Behavior Change Communication Programs: Guidance Note for German Development Cooperation
Key Guides

Marianthi Vezertzi, Julia Lohmann

Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2012), 85 pp.

"Behavior Change Communication (BCC) interventions have become an integral part of many HIV prevention programs. Monitoring and evaluation is expected to be included in the design of any BCC interventions from the beginning on. However, the know-how on how to demonstrate results and impacts of such ... more

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Medición y evaluación en comunicación

Alejandro Álvarez Nobell

Málaga: Instituto de Investigación en Relaciones Públicas (IIRP) (2011), 112 pp.

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Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good
Key Guides

Nedra Kline Weinreich

London et al.: Sage, 2nd ed. (2011), xiv, 309 pp.

"The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social m ... more

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Web-Monitoring: Gewinnung und Analyse von Daten über das Kommunikationsverhalten im Internet

Patrick Brauckmann (ed.)

Konstanz: UVK (2010), 412 pp.

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Building Our Understanding: Key Concepts of Evaluation. Applying Theory in the Evaluation of Communication Campaigns

Centers for Disease Control and prevention (CDC), Healthy Communities Program, Creating a Culture of Healthy Living (2009), 7 pp.

"[...] Fortunately, in the last decade in particular, much progress has been made on incorporating social science theory into both campaign design and evaluation, primarily in the health field. Indeed, evaluators are being encouraged to engage in theory testing and/or logic model development. Findin ... more

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Empowering Messages. What You Should Know: Strategic Communication and Gender-Based Violence

Tanya Owen (ed.)

Johannesburg: Media Monitoring Africa (2009), 90 pp.

"There are several organisations in Africa which aim to eliminate the incidence of gender-based violence through such actions as education, advocacy, lobbying and media-based interventions. What follows is a tool that aims to: facilitate the building of stronger, more sustainable communications camp ... more

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Zielkampagnen für NGO: Strategische Kommunikation und Kampagnenmanagement im Dritten Sektor

Michael Buchner, Fabian Friedrich, Dino Kunkel (eds.)

Münster: Lit (2006), 301 pp.

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Keeping an Eye on the Campaign: Monitoring Media Coverage of the 16 Days of Activism: No Violence Against Women and Children Campaign

Gemma Harries, William Bird

Agenda: Empowering Women for Gender Equity, issue 66 (2005), pp. 90-96

"This focus analyses strengths and weaknesses of the media coverage of the 16 Days of Activism Campaign. The authors explain the current media representation of gender-based violence and the changes that need to be made to ensure that gender-based violence issues are covered more substantially and r ... more

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The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide

Art Feinglass

San Francisco: Jossey-Bass (2005), 311 pp.

"The Public Relations Handbook for Nonprofits offers you the first comprehensive guide to all the practices organizations need to do well in their efforts to do good. This title examines all the elements, tools and processes involved in an effective nonprofit PR campaign. Offering a combination of t ... more

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Guidelines for Evaluating Nonprofit Communications Efforts

Washington, DC: Communications Consortium Media Center (2004), 19 pp.

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Public Information Campaigns & Opinion Research: A Handbook for the Student & Practitioner

Hans-Dieter Klingemann, Andrea Römmele (eds.)

London et al.: Sage (2002), xiv, 193 pp.

"This handbook draws on multidisciplinary insights and the experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns. It outlines the basic theoretical approaches and pr ... more

Evaluation of Behavior Change Communication Programs: Guidance Note for German Development Cooperation Key Guides

Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good Key Guides

Evaluation of Behavior Change Communication Programs: Guidance Note for German Development Cooperation
Key Guides

Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good
Key Guides