Campaign evaluation see it, hear it, say it macedonia_2009
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Campaign evaluation see it, hear it, say it macedonia_2009

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“Childhood without abuse – towards a better child protection system in Eastern Europe” – Visibility research of the campaign See it, Hear it, Say it. ...

“Childhood without abuse – towards a better child protection system in Eastern Europe” – Visibility research of the campaign See it, Hear it, Say it.

First Children's Embassy in the World - Megjashi has recently conducted study on the visibility of the See it, Hear it, Say it campaign among the Macedonian society. The campaign was run all over the country between 7th November and 10th December 2008. Messages of the campaign, encouraging to report cases of child abuse, were placed on citylights and billboards. Posters and leaflets were distributed to different events and institutions. Moreover, three daily newspapers and four TV channels informed about the campaign.

To estimate the impact of the See it, Hear it, Say it campaign 202 randomly chosen inhabitants of Skopje were asked following questions:

Have you noticed the campaign?
Do you consider the campaign efficient?
Do you consider the campaign necessary?
Results show that the campaign was well received and extremely appreciated by the Macedonians. Almost 70% of the respondents were aware of the campaign. Most of them thought that goals of the campaign were met (78%) and that the campaign was a necessary effort to tackle violence against children (95%

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Campaign evaluation see it, hear it, say it macedonia_2009 Campaign evaluation see it, hear it, say it macedonia_2009 Presentation Transcript

  • Evaluation of the “See it, Hear it, Say it “ Campaign Visibility research Macedonia, YEAR 2008 By Marina Pavlovska – project co-coordinator Coordinator of the research
  • Presentation outline: Basic information for the Campaign “See it, Hear it, Say it” Evaluation of the “See it, Hear it, Say it” campaign Methodology of the research Sample definition Research results
  • Basic information for the campaign “See it, Hear it, Say it”
  • 1. Basic information for the campaign “See it, Hear it, Say it” Duration: 7th November – 10th December,2008 Opening: Press conference held on the 7th of November in the offices of the First Children’s Embassy in the World Megjashi. On the press conference, the journalists were presented with several cases of physical abuse upon children from our SOS phone line for children and youth, and from the Free legal department.
  • 2. Basic information for the campaign “See it, Hear it, Say it”
  • 3. Basic information for the campaign “See it, Hear it, Say it” Campaign materials: Way of dissemination Number of copies Type of publication Number of copies 110 000 Leaflet 110 000 Daily newspapers Different events 1 000 Poster 1 000 Different Institutions Different events 20 City lights 20 3 Billboards 3 Center of Skopje city Center of Skopje city
  • 4. Basic information for the campaign “See it, Hear it, Say it” Campaign materials:
  • 5. Basic information for the campaign “See it, Hear it, Say it” Closing: Press conference held on the 10th of December in the offices of the First Children’s Embassy in the World Megjashi. On the press conference, the journalists were presented with the statistical facts from our SOS phone line for children and youth regarding the increased number of calls reporting violence upon the children
  • 6. Basic information for the campaign “See it, Hear it, Say it” Statistical facts: The total number of calls from November 7 to December 7 was 90 out of which 51 were on certain problems. In 2008 (the period from January to October) out of 251 calls, the percent of calls connected with child abuse and violence was 32.5 %, while in 2007 it was 13.4%, and only for one month after the campaign began there were 51 calls on the SOS phone line for children and youth 0 800 1 2222 out of which 36 calls were connected with abuse or the overall percent of calls connected with abuse for this month is 70.6%. This could be found as increased awareness after the realized campaign.
  • Evaluation of the “See it, Hear it, Say it” campaign Methodology of the research
  • 1. Methodology of the research Objective of the research: To estimate if Macedonia’s people were aware of the “See it, Hear it, Say it” campaign and how useful it is. The method of the research: The research was organized regarding the Omnibus survey techniques. Respondents were directly interviewed by phone.
  • 2. Methodology of the research Sample: The respondents were selected for the research using the random sampling. As a population frame was used the official Phonebook of Republic of Macedonia. Randomly were selected phone numbers from each letter in the phonebook (6-7 phone numbers were selected from each letter, taking every 7th phone number from each letter)
  • 3. Methodology of the research Respondents: All respondents were from Skopje, the capital city of Macedonia, as in Skopje are living nearly half of the TTl population of Republic of Macedonia The research sample is 202 respondents Fieldwork: 20 March – 05 April 2009
  • Evaluation of the “See it, Hear it, Say it” campaign Sample definition
  • 1. Sample definition Gender Female Male TTL Gender 113 89 202 56% 44% 100% Male 44% Fem ale 56% Religion Christian Ortodox Muslim TTL Religion 174 28 202 86% 14% 100% Muslim 14% Christian Ortodox 86% Education Without education Only Primary education Only Secundary education University (graduate or postgraduate) TTL 4 15 92 91 202 2% 7% Only Secundary 46% education 46% 45% 100% Education Only Prim ary education 7% University (graduate or postgraduate) 45% Without education 2%
  • 2. Sample definition Age 15-20 21-30 31-40 41-50 51-60 over 60 TTL 4 34 54 41 48 21 202 2% 17% 27% 20% 24% 10% 100% Age 41-50 20% 21-30 17% 15-20 2% over 60 10% Family status Family status Single Married Divorced Widow TTL 51-60 24% 31-40 27% 48 125 15 14 202 24% 62% 7% 7% 100% Divorced 7% Married 62% Widow 7% Single 24%
  • Evaluation of the “See it, Hear it, Say it” campaign Research results
  • 1. Have you noticed the ongoing “See it, Hear, Say it” campaign? – Overall results Campaign awareness Yes 140 69% No 62 31% TTL 202 100% Campaign awareness No 31% Yes 69%
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Sex Yes No 80 71% 33 60 67% 29 Campaign awareness 140 69% 62 Campaign awareness Female Gender Male TTL 80% 71% 29% 33% 31% TTL 113 89 202 100% 100% 100% 67% 70% 60% 50% Female 40% 33% 29% 30% 20% 10% 0% Yes No Male
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Religion Campaign awareness Christian Ortodox Religion Muslim TTL Yes No 122 70% 52 18 64% 10 Campaign awareness 140 69% 62 30% 36% 31% TTL 174 28 202 100% 100% 100% 80% 70% 70% 64% 60% 50% 40% 36% 30% 30% 20% 10% 0% Yes No Christian Ortodox Muslim
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Education Campaign awareness Yes No TTL Without education 4 100% 0 0% 4 100% Only Primary education 8 53% 7 47% 15 100% 54 59% 38 41% 92 100% 74 140 81% 69% 17 62 19% 31% 91 202 100% 100% Education Only Secundary education University degree (graduate or postgraduate) TTL
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Education Campaign awareness 120% 100% Without education 100% 81% 80% 60% 53% Only Primary education 59% 47% Only Secundary education 41% 40% 19% 20% 0% 0% Yes No University degree (graduate or postgraduate)
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Age No Yes 3 75% 1 25 74% 9 40 74% 14 32 78% 9 28 58% 20 12 57% 9 Campaign awareness 140 69% 62 Campaign awareness 15-20 21-30 31-40 41-50 Age 51-60 over 60 TTL TTL 4 34 54 41 48 21 202 25% 26% 26% 22% 42% 43% 31% 90% 80% 70% 75% 74%74% 78% 15-20 21-30 58% 57% 60% 31-40 50% 40% 42% 43% 25% 26%26% 22% 30% 20% 10% 41-50 51-60 over 60 0% Yes No 100% 100% 100% 100% 100% 100% 100%
  • Have you noticed the ongoing “See it, Hear, Say it” campaign? – Family status Campaign awareness Single Married Family Divorced status Widow Yes No 38 79% 10 83 66% 42 12 80% 3 7 50% 7 Campaign awareness 140 69% 62 TTL 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 80% 79% 21% 34% 20% 50% 31% Single 66% Married 50% 50% Divorced Widow 34% 21% Yes TTL 48 125 15 14 202 20% No 100% 100% 100% 100% 100%
  • 2. Do you consider the “See it, Hear it, Say it” campaign as efficient? – Overall results Campaign efficiency Absolutely efficient 40 29% Efficient 69 49% It`s hard to tell 14 10% Not so much efficient 17 12% Absolutely not efficient 0 0% 140 100% TTL Campaign efficiency It`s hard to tell 10% Efficient 49% Not so much efficient 12% Absolutely not efficient 0% Absolutely efficient 29%
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Sex Campaign efficiency Female Gender Male TTL Absolutely efficient 26 33% 14 23% 40 29% It`s hard to Not so much Absolutely Efficient tell efficient not efficient 43 54% 6 8% 5 6% 0 0% 26 43% 8 13% 12 20% 0 0% Campaign efficiency 69 49% 14 10% 17 12% 0 0% TTL 80 100% 60 100% 140 100% 100% 90% 80% 70% 60% 50% 40% 30% 20% 54% Fem ale 43% Male 33% 23% 20% 8% 10% 0% Absolutely efficient Efficient 13% It`s hard to tell 6% Not so m uch efficient 0% 0% Absolutely not efficient
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Religion Campaign efficiency Christian Ortodox Religion Muslim TTL 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Absolutely efficient 36 30% 4 22% 40 29% It`s hard to Not so much Absolutely Efficient tell not efficient efficient 58 48% 14 11% 14 11% 0 0% 11 61% 0 0% 3 17% 0 0% Campaign efficiency 69 49% 14 10% 17 12% 0 0% TTL 122 100% 18 100% 140 100% 61% Christian Ortodox 48% Muslim 30% 22% 11% 11% 17% 0% Absolutely efficient Efficient It`s hard to tell 0% 0% Not so m uch efficient Absolutely not efficient
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Education Campaign efficiency Education Without education Only Primary education Only Secundary education University degree (graduate or postgraduate) TTL Absolutely efficient Efficient It`s hard to tell Not so much efficient Absolutely not efficient TTL 1 25% 2 50% 0 0% 1 25% 0 0% 4 100% 3 38% 4 50% 0 0% 1 13% 0 0% 8 100% 13 24% 27 50% 6 11% 8 15% 0 0% 54 100% 23 40 31% 29% 36 69 49% 49% 8 14 11% 10% 7 17 9% 12% 0 0 0% 0% 74 140 100% 100%
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Education Campaign efficiency Without education 100% 90% 80% Only Primary education 70% 60% 50%50%50%49% 50% 40% 30% 38% 25% 31% 24% Only Secundary education 25% 20% 11%11% 10% 13%15% 9% 0% 0% 0% 0% 0% 0% 0% Absolutely efficient Efficient It`s hard to tell Not so m uch efficient Absolutely not efficient University degree (graduate or postgraduate)
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Age Absolutely efficient 0 0% 7 28% 14 35% 6 19% 9 32% 4 33% 40 29% Campaign efficiency 15-20 21-30 31-40 41-50 Age 51-60 over 60 TTL It`s hard to Not so much Absolutely Efficient tell efficient not efficient 1 33% 2 67% 0 0% 0 0% 11 44% 3 12% 4 16% 0 0% 19 48% 3 8% 4 10% 0 0% 19 59% 2 6% 5 16% 0 0% 14 50% 3 11% 2 7% 0 0% 5 42% 1 8% 2 17% 0 0% 69 49% 14 17 12% 0 0% Campaign efficiency 10% TTL 3 100% 25 100% 40 100% 32 100% 28 100% 12 100% 140 100% 100% 90% 80% 59% 60% 48% 50% 44% 35% 40% 28% 30% 32% 33% 21-30 50% 31-40 42% 41-50 33% 51-60 over 60 19% 20% 10% 15-20 67% 70% 12% 17% 16% 8% 6% 16% 10% 11% 8% 0% 7% 0% 0% 0% 0% 0% 0% 0% 0% Absolutely efficient Efficient It`s hard to tell Not so m uch efficient Absolutely not efficient
  • Do you consider the “See it, Hear it, Say it” campaign as efficient?– Family status Campaign efficiency Single Married Family Divorced status Widow TTL Absolutely efficient 10 26% 22 27% 4 33% 4 57% 40 29% It`s hard to Not so much Absolutely Efficient tell efficient not efficiency 14 37% 6 16% 8 21% 0 0% 49 59% 8 10% 4 5% 0 0% 5 42% 0 0% 3 25% 0 0% 1 14% 0 0% 2 29% 0 0% 69 Campaign efficiency 49% 14 10% 17 12% 0 0% TTL 38 100% 83 100% 12 100% 7 100% 140 100% 100% 90% 80% 70% 59% 57% 60% Married 50% 42% 40% 30% Single 33% Divorced 37% 26% 27% 25% 21% 14% 20% 10% Widow 29% 16% 10% 0% 0% 5% 0% 0% 0% 0% 0% Absolutely efficient Efficient It`s hard to tell Not so m uch efficient Absolutely not efficiency
  • 3. Do you consider the “See it, Hear it, Say it” campaign as necessary? – Overall results Campaign necessity Absolutely necessary 98 70% Necessary 36 26% It`s hard to tell 5 4% Not so much necessary 1 1% Absolutely not necessary 0 0% 140 100% TTL Campaign necessity Necessary 26% Absolutely necessary 69% It`s hard to tell 4% Not so much necessary 1% Absolutely not necessary 0%
  • Do you consider the “See it, Hear it, Say it” campaign as necessary?– Sex Campaign necessity Female Gender Male TTL Absolutely necessary 63 79% 35 58% 98 70% It`s hard to Not so much necessary Necessary tell 13 16% 3 4% 1 1% 23 38% 2 3% 0 0% Campaign necessity 36 26% 5 4% 1 1% Absolutely not necessary 0 0% 0 0% 0 0% TTL 80 100% 60 100% 140 100% 100% 90% 79% 80% 70% 60% 58% Female 50% Male 38% 40% 30% 16% 20% 4% 10% 3% 1% 0% 0% 0% 0% Absolutely necessary Necessary It`s hard to tell Not so m uch necessary Absolutely not necessary
  • Do you consider the “See it, Hear it, Say it” campaign as necessary?– Religion Campaign necessity Christian Ortodox Religion Muslim TTL Absolutely necessary 88 72% 10 56% 98 70% It`s hard to Not so much Necessary tell necessary 30 25% 3 2% 1 1% 6 33% 2 11% 0 0% Campaign necessity 36 26% 5 4% 1 1% Absolutely not necessary 0 0% 0 0% 0 0% TTL 122 100% 18 100% 140 100% 100% 90% 80% 72% 70% 60% 56% Christian Ortodox 50% Muslim 40% 33% 25% 30% 20% 11% 10% 2% 1% 0% 0% 0% Not so m uch necessary Absolutely not necessary 0% Absolutely necessary Necessary It`s hard to tell
  • Do you consider the “See it, Hear it, Say it” campaign as necessary? – Education Campaign necessity Education Without education Only Primary education Only Secundary education University degree (graduate or postgraduate) TTL Absolutely necessary Necessary It`s hard to tell Not so much necessary Absolutely not necessary TTL 4 100% 0 0% 0 0% 0 0% 0 0% 4 100% 6 75% 2 25% 0 0% 0 0% 0 0% 8 100% 33 61% 15 28% 5 9% 1 2% 0 0% 54 100% 55 98 74% 70% 19 36 26% 26% 0 5 0% 4% 0 1 0% 1% 0 0 0% 0% 74 100% 140 100%
  • Do you consider the “See it, Hear it, Say it” campaign as necessary? – Education Campaign necessity 100% 100% 90% 80% 70% 75% Without education 74% 61% Only Primary education 60% 50% 40% 28% 25% 26% 30% Only Secundary education 20% 9% 10% 0% 0% 0% 0% 0% 0% 2% 0% 0% 0% 0% 0% Not so m uch necessary Absolutely not necessary 0% Absolutely necessary Necessary It`s hard to tell University degree (graduate or postgraduate)
  • Do you consider the “See it, Hear it, Say it” campaign as necessary? – Age Campaign necessity 15-20 21-30 31-40 41-50 Age 51-60 over 60 TTL Absolutely necessary 2 67% 20 80% 26 65% 20 63% 22 79% 8 67% 98 70% It`s hard to Not so much Necessary tell necessary 1 33% 0 0% 0 0% 4 16% 1 4% 0 0% 12 30% 1 3% 1 3% 10 31% 2 6% 0 0% 6 21% 0 0% 0 0% 3 25% 1 8% 0 0% Campaign necessity 36 26% 5 4% 1 1% Absolutely not necessary 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% TTL 3 100% 25 100% 40 100% 32 100% 28 100% 12 100% 140 100% 100% 90% 80% 79% 80% 70% 15-20 67% 67% 65% 63% 21-30 60% 31-40 50% 41-50 40% 33% 31% 30% 30% 16% 20% 51-60 25% 21% over 60 8% 4%3%6% 0% 0% 10% 0%0%3%0%0%0% 0%0%0%0%0%0% Not so m uch necessary Absolutely not necessary 0% Absolutely necessary Necessary It`s hard to tell
  • Do you consider the “See it, Hear it, Say it” campaign as necessary?– Family status Campaign necessity Single Married Family Divorced status Widow TTL Absolutely necessary 28 74% 58 70% 7 58% 5 71% 98 70% It`s hard to Not so much necessary Necessary tell 10 26% 0 0% 0 0% 20 24% 4 5% 1 1% 5 42% 0 0% 0 0% 1 14% 1 14% 0 0% Campaign necessity4% 36 26% 5 1 1% Absolutely not necessary 0 0% 0 0% 0 0% 0 0% 0 0% TTL 38 100% 83 100% 12 100% 7 100% 140 100% 100% 90% 80% 74% 70% 71% 70% 60% 58% Single Married 50% 42% Divorced 40% Widow 26%24% 30% 14% 20% 10% 14% 0% 5% 0% 0% 1% 0% 0% 0% 0% 0% 0% Not so m uch necessary Absolutely not necessary 0% Absolutely necessary Necessary It`s hard to tell