Ideally, evaluation should be done before, during and after each phase of the campaign to ascertain what worked well and what did not. You will want to know how many audience members were exposed to messages and activities, whether the desired outcomes occurred and whether or not changes were due to your campaign. You will also want to know which media and activities were most strongly associated with desired outcomes.
Most often, this is done by conducting comparable population-based sample surveys. In some cases, you may be able to add questions to regularly administered sample surveys such as the Demographic and Health Survey. By simply asking a question concerning exposure to the overarching theme during a relevant survey, you can measure associations between campaign exposure and relevant knowledge, attitudes and practices.
Share evaluation results with the campaign coordination group and other stakeholders soon after they become available. Results can shape future priorities for SBCC programming, as well as decisions regarding whether to continue or discontinue some activities or media programming.
Sample Evaluation Report
Ghana's Goodlife Campaign conducted an endline survey report in 2014.
Sample Evaluation Report
This book chapter includes Program Results from Egypt's Communication for Healthy Living project.