Evaluation
Introduction
This Public Awareness Action Guide recommends
a participatory model that involves learners, community partners,
local businesses and others in the planning and implementation
of awareness campaigns. It is important to be able to rate your
success in terms of the campaign’s objectives as well as
the participants’ objectives.
However, the campaign is, above all, about outcomes in favour
of raising awareness of literacy issues and reaching potential
learners. So, an effective evaluation should allow your organization
to monitor and analyse whether you met the overall goal of your
campaign.
The OLC and its partners undertook an extensive evaluation of
the 2003 campaign. This on-line guide includes a pared-down version
of the surveys used, with questions that you can use to get feedback
from various people who were members of key audiences for your
campaign or who were otherwise important participants. Surveys
can be conducted in written form (e-mailed or hard-copy), as face-to-face
interviews, or telephone surveys.
While you may not have the time or resources to broadly survey
the general public, information on the number of people reached
and what they did with the information can help you make some
general assumptions about whether you effectively delivered your
message about the importance of literacy and access to programs.
An evaluation will allow you to turn constructive criticism into
improvements in future. It can also generate information to pass
on to funders and other stakeholders.
Key groups to include in your evaluation are:
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