Monitoring and Evaluation
CPFH will aggressively monitor and evaluate all communication activities through qualitative and quantitative studies. In addition to conducting formative desktop research, baseline and midterm surveys, CPFH will conduct routine monitoring of implementation and intermediate outcomes as well as a summative evaluation of program impact at the end of the program. Monitoring and evaluation data will be used to determine if the program is addressing the proper priorities, if implementation is going smoothly, and ultimately if the program had the desired impact. Because this strategy is a living document, M&E data will be used to refine it as necessary.
1. Formative Research:Currently available background data, such as that available through the Jordan Population and Family Health Survey 2002, the Centers for Disease Control and the Partnerships for Health Reform, will be supplemented by original research to ensure that program activities are tailored to program goals and objectives. Desktop research will include focused communication needs assessments with special audiences, as well as marketing needs assessments. Through this initial research, CPFH will select indicators to determine health competency among target audiences under the “big tent” approach. Formative research will also include pre-testing of both the “big tent” brand logo and slogan, and the messages and materials for the national campaign launch. In addition, health priorities developed during the Strategy Design Workshop were validated through focus groups with members of each life stage, to ensure that the priorities identified by the Partners are aligned with those experienced by the general public.
2. Baseline, Midterm and Final Evaluations:CPFH will conduct a comprehensive baseline survey to establish a quantitative measure for key indicators prior to program interventions. The baseline will identify the knowledge beliefs, attitudes, social influences, health practices and barriers to behavior change. Researchers will compare results from the baseline survey with results from midterm and final evaluations to determine resulting health outcomes as well as measure the success of program interventions.Program results for the baseline, midterm and final evaluations will be measured according to individual, community, service, and environment. At the individual level, changes in health knowledge, beliefs and attitudes, perceived risk, perceived social norms, self-efficacy and self-reported health behaviors may be measured. At the community level, changes in public involvement in health improvement activities, access to information, strength of health networks, social and bureaucratic support for preventive health and collective efficacy may be measured. At the service level, changes in availability, effective use of communication by providers, quality and appropriateness of information, integration of communication across health topics, and various health indicators such a family planning continuation rates may be measured. At the environmental level changes in the number and diversity of partnerships (including private sector involvement), media support and public opinion favoring preventive health, resource allocations for health and physical characteristics that facilitate healthy lifestyles (such as indoor smoking ban enforcement) may be measured. Baseline, midterm and final evaluation research will be contracted out to research organizations, with technical assistance from CPFH. 3. Monitoring
CPFH national partners will be responsible for monitoring all program activities under the leadership of our field Team. The partners will monitor benchmarks and review progress at quarterly meetings. Data used to monitor the program will include timeliness, collaboration and participation, strategy evolution, policy reform and content. National media campaign activities will be tracked using survey data purchased from the Department of Statistics and other data vendors. These activities will be monitored according to media reach and exposure, message comprehension and reception, intermediate behavioral responses, and product sales and client traffic at service delivery sites.
Partner organizations working at the community level will be encouraged and facilitated to produce case studies of local success stories resulting from CPFH efforts. These case studies will include descriptions of processes and activities, as well as reactions of participants, stakeholders, and opinion leaders to program activities. Case studies will provide guidance for program adjustments and refinements as well as raw material for the development of advocacy and role modeling materials.
Throughout the CPFH program, key findings from all research activities will be provided to partner organizations at the local and national level to assist with development of program activities.