Media campaigns are intended to affect their audiences – such as convincing people not to text and drive, or persuading people to purchase a product or vote for a particular candidate. There are various touchpoints where media can help lead an audience from awareness to action on an issue. Being able to track these touchpoints – and the audiences engaged – enables organizations and media distributors to more efficiently and effectively test their content as well as intelligently move audiences from awareness to action at a faster, more effective rate. Continue reading
Why are funding organizations looking more and more toward media as a valuable method to affect social change?
Because it has been shown to work.
There are four key stages in the use of media. These stages include design, development, distribution and reflection. In this piece, we discuss the importance of design and the impact evaluation can have in this stage in creating a successful campaign, and subsequently detail the process. Continue reading
What can media accomplish? What can it affect? These are questions funders often ask. Restating those questions from an evaluation perspective translates to: how can one measure the impact of media? To understand how to measure media, we must first understand the strategy behind media.
- Draws attention to issues.
- Improves understanding of issues and possible solutions.
- Inspires people to care.
- Motivates people to do something.
- Connects people with solutions.
I previously spoke to these, diagramming the flow of media effect, where people move through various different states from awareness to action. Looking at the model, it is easy to think that one piece of content can affect change.
However, it is rare that just one exposure to one piece of content affects change; rather it is the sum of multiple experiences – a subset of which is content. Savvy media professionals take into account the environmental factors in the development and distribution of their content, building on what is available, constructing multiple pieces of content for distribution, and developing a campaign for that distribution to affect their target audiences.
During the 2016 Olympic Games in Rio, Continue reading
I’ve been an evaluator for over 25 years and, over the last several years, have done a deep dive into the world of media, its role in communities, and how it can contribute to social and community change. This is the first of a series of posts I’ll be leading in the area of media – some driven by my own questions, but many driven by Continue reading