The Drum Beat 126 - Impact

The Impact of Communication Interventions on Priority Development Issues

People and organisations using communication interventions to address development issues face questioning and scepticism about the direct impact and value of communication. There is reluctance to acknowledge communication strategies as essential components of programming action. This, despite the fact that an effective communication strategy has been central to positive action on major development issues from social movements such as anti-apartheid, civil rights, gender equity and environmental protection to programme action such as child immunisation strategies in the late 80s and early 90s.

But, can we 'prove' the value of communication? In support of your arguments when facing such questioning we have summarised some of the available quantifiable data. Please send us your evaluation results - wfeek@comminit.com

The most recent Soul City evaluation provides further interesting [some would say compelling] data.

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The Soul City Evaluation

Excerpts from the most recent Soul City [SC] evaluation [4] organised according to the core indicators they investigated, are highlighted below. Links are included for extensive results.

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1. EVALUATION DESIGN

A national pre- / post-intervention survey of 2000 respondents; Panel / cohort survey of 500 respondents each in 2 sites; National Qualitative Impact Assessment: 31 qualitative focus group interviews; 30 semi-structured interviews with community members representing leadership, services and civil society; Evaluation of the partnership between SC and the National Network on Violence Against Women (NNVAW): 97 semi-structured interviews with Government, service providers, NGOs, journalists, community members, training institutions, intervention partners and stakeholders; monitoring of the 'Stop Woman Abuse' Helpline calls; monitoring of national print and electronic media; Compilation of a data base of organisations and institutions reached by SC; and, a cost-effectiveness study.

2. REACH

"TV reached 68% (with 3 out of 4 viewers watching more than a third of the 13 episodes); Radio reached 65% (with 3 out of 4 listeners listening 'sometimes' to 'almost all episodes'); SC booklets reached 46%; print media (booklets, editorial coverage, serialization) reached 64%...SC reached more than 4300 South African organisations and institutions"

3. Impact on society: advocacy/policy/legislation

Violence Against Women (VAW): "the intervention contributed to the changing discourse on, and prioritization of domestic violence within National Government; ...succeeded in putting pressure on National Government to speed up the implementation of the Domestic Violence Act..."

4. Impact on national debate/national editorial media

VAW: 49% of print media monitored dealt with/referred to domestic violence. Domestic violence-related coverage attributable to the n down or kept the number, whereas 37%, 45% and 61% of respondents with exposure to 1, 2 and 3 sources of SC respectively had heard about the SWAH and 12%, 15% and 25% accessing 1, 2 and 3 sources had written down or kept the number."

5. Impact on communities: community action

VAW: increased participation in community action, as well [their] intention to participate: 3% of respondents reported participating in public protest around VAW over the evaluation period. 1% of respondents with no exposure to SC reported that they had participated in public protest against violence against women, whereas 3% with exposure to 1 source of SC, 3% with exposure to 2 sources, and 5% with exposure to 3 sources did.

6. Impact on community leaders, services, structures, communication

"SC eased the difficulty of discussing sensitive issues (such as HIV/AIDS, youth sexuality and domestic violence); respondents report that SC provides an opening/opportunity on which to build discussion"

"...we use [SC] as an example even when we are preaching in church. I mean
they are so influential in that they teach people morals, and it's easy for people to follow what they are taught by SC because they identify with it." [Urban preacher]

7. Impact on collective efficacy

"SC fosters a sense of co-operation and togetherness in problem-solving within the community.."

"...we are not giving up, we are not telling ourselves that things are not going to get better. Even if there are obstacles along the way we know that we will get there. And that strength we have gotten from SC." [Community Resident]

8. Impact on connecting people to services/service delivery

VAW: "...raised awareness and increased contact with local...services: 16% of respondents with no access to SC had heard about the Stop Women Abuse Helpline (SWAH), and none of them had written down or kept the number, whereas 37%, 45% and 61% of respondents with exposure to 1, 2 and 3 sources of SC respectively had heard about the SWAH and 12%, 15% and 25% accessing 1, 2 and 3 sources had written down or kept the number."

9. Impact on individuals: self-efficacy

VAW: "Women interviewed report that SC encouraged them to act on this (new) awareness of their rights, and enabled them to stand up for their rights in oppressive or abusive contexts, or in contexts traditionally associated with unequal gender power relations."

10. Impact on attitudes and beliefs

VAW: "The likelihood of holding positive attitudes and beliefs around domestic violence is 4.5 times higher amongst respondents with exposure to [multiple SC media types] than amongst respondents with no exposure."

11. Impact on interpersonal communication

HIV/AIDS: "'Occasional' interpersonal communication around HIV/AIDS improved from 37% to 43% from pre-intervention to post-intervention measurement, whilst 'never' talking about HIV/AIDS decreased from 34% to 25% between pre- and post-intervention."

12. Impact on (subjective) social norms

HIV/AIDS: "The likelihood of believing one’s family, friends or community held positive views on AIDS & Youth Sexuality is 2.8 times higher amongst respondents with high levels of exposure to SC TV than amongst respondents with no exposure..."

13. Impact on knowledge and awareness

HIV/AIDS: "Knowledge that there is no cure for AIDS improved...from 79% to 89% between the pre-intervention and post-intervention measurement. There was a difference of 9 percentage-points (85% vs 94%) between respondents with no exposure to SC TV and respondents with medium exposure on this item."

14. Impact on intermediate behaviour

VAW: "8% of respondents reported experience of domestic violence; None of the respondents with no exposure to SC contacted a support organisation, whereas 2%, 4% and 5%..with exposure to 1, 2 and 3 sources of SC respectively [contacted] a support organisation..."

15. Impact on intention

HIV/AIDS: "Intention to ask one’s partner to use a condom improved by 18 percentage-points amongst African respondents (from 61% to 79%), with a difference of 18 percentage-points (64% vs 82%) between [those] with no exposure to SC TV, and those with high levels of exposure..."

16. Impact on behaviour

HIV/AIDS: "Respondents exposed to more than one source of SC were significantly more likely to say they had asked a partner to use a condom to prevent getting HIV/AIDS during the broadcast period, with a difference of 28 percentage-points (57% vs 85%) between those with no exposure and those with exposure to 2 sources. 34%...with no exposure to SC radio had asked their partner to go for an HIV test...compared to 77%...with medium exposure."

17. COST EFFECTIVENESS (in USDs)

Cost per person reached: TV - 0.26 ; Radio - 0.3 ; Print - 0.21

Cost-effectiveness per additional HIV/AIDS action gained: 0.27

per additional VAW action gained: 6.92

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For the full report contact Sue Goldstein suegold@soulcity.org.za

If you have queries, contact us and we will compile and forward to SC - wfeek@comminit.com

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