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Volume VIII, Number 3, Winter 2002
Issue Topic: Public Communications Campaigns and Evaluation
This issue of The Evaluation Exchange, Harvard Family Research Project's quarterly evaluation periodical, focuses on public communication campaigns and their efforts to achieve desirable social outcomes. Articles in the first half of the issue offer promising practices and tips for campaign designers and implementers. Articles in the second half examine how campaigns are being evaluated and associated issues, challenges, and innovations.
An introduction to the issue on Public Communications Campaigns and Evaluation by HFRP's Founder & Director, Heather B. Weiss, Ed.D.Theory & Practice
Anne Pollock (HGSE) and Julia Coffman and M. Elena Lopez (HFRP) reveal how to design communications that are more effective at changing behavior by keeping in mind the factors that influence behavior.Promising Practices
Erin Harris from Harvard Family Research Project with Suzanne Muchin, CEO of Civitas, illustrate the design concept “information architecture” for displaying complex information clearly and simply.Promising Practices
Tim Mask describes three strategies for improving the effectiveness of behavior change campaigns that were used with success by the Partnership for a Healthy Mississippi.Promising Practices
Julia Coffman of Harvard Family Research Project wants to save you from the embarrassment of making the same mistake she made.Beyond Basic Training
Stephanie Schaefer of the National Association of Child Advocates offers tips on how to evaluate research information for its credibility.Beyond Basic Training
Julie Parente of the statewide child advocacy organization, Voices for Illinois Children, describes a component of their “ground strategy” for effectively communicating campaign messages.Questions & Answers
Ethel Klein, a longtime campaign strategist and pollster, is president of EDK Associates, a strategic research firm based in New York City. Dr. Klein has designed campaigns for nonprofit organizations and foundations on many varied issues.Spotlight
Julia Coffman, from Harvard Family Research Project, describes methods for campaign evaluation that are unique to the communications arena.Spotlight
For 60 years the Advertising Council has worked on hundreds of public service campaigns on a broad range of social issues, including such well-known campaigns as Smokey Bear and McGruff the Crime Dog. George Perlov offers a look at the role of research and evaluation inside the Ad Council.Evaluations to Watch
Maria Elena Figueroa from the Johns Hopkins University Center for Communication Programs reveals the Center’s methods for evaluating communication campaigns and offers five examples of their evaluations in progress.Ask the Expert
Gary T. Henry is a professor in Policy Studies and Political Science at Georgia State University, co-editor-in-chief of the journal New Directions for Evaluation, and co-author of Evaluation: An Integrated Framework for Understanding, Guiding, and Improving Policies and Programs (2000, Jossey-Bass).Ask the Expert
Dr. Sharyn Sutton and Elizabeth Heid Thompson of the social marketing firm, Sutton Group, in Washington D.C. have worked on the research, strategic planning, and execution of numerous social change efforts and public service campaigns.
This section features an annotated list of resources related to the issue's theme of Public Communications Campaigns and Evaluation.
This issue of The Evaluation Exchange was published by Harvard Family Research Project. All rights reserved. This periodical may not be reproduced whole or in part without written permission from the publisher. To request reprint permission or multiple hard copies of the issue email firstname.lastname@example.org.
Harvard Family Research Project gratefully acknowledges the support of the Ewing Marion Kauffman Foundation and the John S. and James L. Knight Foundation.. The contents of this publication are solely the responsibility of Harvard Family Research Project and do not necessarily reflect the view of our funders.
Free. 20 Pages. [EEVIII-3].