Measure + Report

At Heroes Project, we constantly ask ourselves, “How will we measure the success of our efforts? How will we know whether we have truly succeeded in changing minds and behaviours?”

We have a rigorous approach to monitoring and evaluation.

That’s why we have developed a rigorous approach to monitoring and evaluation (M&E). This means our M&E team works closely with our communications and content and advocacy teams throughout the campaign. We also make our M&E team’s services and inputs available to our stakeholders – from government agencies to other non-government organisations that seek our communications and advocacy support. This ensures that our campaigns and communications products are:

• Disseminated optimally.
• Used to the fullest by audiences and communities they are intended for.
• Measured to ensure that the goals of the communications and advocacy efforts are met.

We pre-test materials with audiences.

We practice what we preach. We took this approach, for example, with our Mr. Doubt campaign on HIV risk perception and HIV testing. We completed a pre-campaign survey to assess awareness levels among the general public regarding HIV risk perception. We then surveyed cinemagoers at dozens of cinemas across Andhra Pradesh where the campaign was featured to assess recall and understanding of the films’ messages. We also measured audience intention to “act” – that is, get tested for HIV/AIDS. Finally we encouraged the state HIV/AIDS organisation to track the degree to which the Mr. Doubt campaign motivated patients to get tested.

On a smaller scale, even when we create simple communications tools like a health guide or booklet, we work with the “commissioning client” to ensure that the product is pre-tested in focus groups with target audience members. We then refine the tools based on the feedback and ensure they are distributed to those audiences and their supporters by credible intermediaries like government health centres. Using focus groups and surveys of the target audiences, we then test the effectiveness of the tool and the support campaigns that promote it.