How can health communication campaigns measure and demonstrate their impact and value?

1 Define your goals and indicators

Before you launch your campaign, you need to have a clear idea of what you want to achieve and how you will measure it. You can use SMART criteria to set specific, measurable, achievable, relevant, and time-bound goals. For example, you may want to increase the awareness, knowledge, attitudes, or behaviors of your target audience on a certain health issue. You also need to identify indicators that will help you track and evaluate your progress and outcomes. Indicators can be quantitative (such as surveys, tests, or statistics) or qualitative (such as interviews, focus groups, or stories).

2 Choose your methods and tools

Depending on your goals and indicators, you can use different methods and tools to collect and analyze data on your campaign's impact and value. You can use primary methods, such as conducting your own research with your audience or stakeholders, or secondary methods, such as using existing data sources or reports. You can also use mixed methods, which combine both quantitative and qualitative approaches, to get a more comprehensive and nuanced picture of your campaign's effects. Some of the tools you can use include questionnaires, interviews, observations, diaries, case studies, or social media analytics.

3 Compare and contrast your results

One way to demonstrate your campaign's impact and value is to compare and contrast your results with other relevant data or benchmarks. For example, you can compare your results with your baseline data (the situation before your campaign), your target data (the expected or desired outcomes of your campaign), or your control data (the situation of a similar group that did not receive your campaign). You can also contrast your results with other similar or competing campaigns, or with the costs and benefits of your campaign.

4 Communicate and disseminate your findings

Another way to demonstrate your campaign's impact and value is to communicate and disseminate your findings to your audience, stakeholders, funders, or partners. You can use different formats and channels to present and share your findings, such as reports, presentations, infographics, videos, podcasts, or webinars. You can also use different strategies and techniques to make your findings more engaging, persuasive, and actionable, such as storytelling, visualization, framing, or recommendations.

5 Learn and improve from your feedback

Finally, you can use your findings to learn and improve from your feedback. You can use your feedback to identify the strengths and weaknesses of your campaign, the opportunities and threats for your future campaigns, and the lessons learned and best practices for your field. You can also use your feedback to adjust, modify, or scale up your campaign, or to design new or follow-up campaigns. You can also use your feedback to celebrate your achievements, recognize your contributors, and thank your supporters.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?