Evaluation of KNOW NOW is planned to supply robust data from which to infer program reach and effectiveness, and to fine tune the campaign to best reach the populations of interest, using both process and outcome measures. Process measures include strategic, tiered and sequential deployment of materials in PRIZM clusters, and outcome measures will look for intended behavior change within like groups. Markers for success of KNOW NOW will be quantitatively and qualitatively measured as well. Ad placement and air time data will provide a manipulation check of the data derived from these mixed evaluation methods. Analysis of Variance (ANOVA) and other techniques will be applied to examine differences between campaign cities and PRIZM clusters in testing rates, and between other independent variables. In depth and key informant interviews will supply the qualitative component of gauging program effectiveness. The evaluation is intended to support the process of local uptake of KNOW NOW, to predict outcomes of the current campaign, and to suggest future directions for this campaign specifically, but also of highly targeted health communications efforts, generally. The evaluation paradigm proposed could be duplicated in local contexts to provide similar data for program effectiveness.
Learning Objectives: At the conclusion of this presentation , participants will be able to (1) develop and implement an effective project evaluation which includes both process and outcome measures (2) defend use of mixed methods (qualitative and quantitative techniques) to determine program effectiveness and (3) summarize recommendations for future HIV prevention and awareness marketing campaigns.
Keywords: Communication, Communication Evaluation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.