My Media Playground, Tampere, FinlandGudberg K. Jonsson
Evidence Based PracticesIntervention mapping strategy
1. •Conduct needs assessment2. •State outcomes & objectives3. •Choose a method4. •Consult & produce materials5. •Implementation6. •Evaluation
FILE SHARING AND DOWNLOADINGExample of what not to do!• Blindly accept a brochure on file sharingand downloading from the Association offilm and music rights-holder s- even if itlooks extremely good and they will pay forprinting and distribution (2005)•Not to consult the target group - YouthPanel•Conduct needs assessment•State outcomes & objectives•Choose a method•Consult & produce materials•Implementation•Evaluation• Results
Needs Assessment•National surveys•Biannual student and parentalsurvey – baseline•At parental/teachers meetingwe collect qualitative data onemerging issues•The Youth Panel collectsqualitative data on emergingissues during their P2P talks• National parental organization•Teachers union•
Bullying• Needs assessment: Nationalsurveys + Helpline reports +teachers and parental survey• Outcomes & objectives:Decrease bullying + increaseknowledge• Choose a method: Multi-level• Consult & produce materials:Media campaign + play + P2P tour+ guidelines + reading books• Implementation• Evaluation: National survey +Helpline reports
EDUCATION MODULES• Needs assessment: Teacher andparental survey - What kind of materialis needed? (2009)• Outcomes & objectives• Choose a method• Consult & produce materials: 3 shortstorybooks on positive use of newmedia (Clueless Online, The Game andThe Birthday Party)• Implementation: Sent to all pre-school and elementary schools inIceland (5-8 years old)• Evaluation: Have you used and whatdo you think?
NET-ETHICS & THINK BEFOREYOU POST!• Needs assessment: Surveys andhelpline reports indicated low level ofnet-ethics and teenagers are postingsensitive pictures (2007)• Outcomes & objectives: Increaselevel of net-ethics and decrease postingof sensitive pictures• Choose a method: Media campaign +educational modules + P2P + play +video clip + posters• Consult & produce materials• Implementation• Evaluation: Significant differencesbetween teenagers and adults betweensurveys concerning net-ethics
ONLINE PORNOGRAPHY• Needs assessment: National + Nordicsurveys + reports from helpline indicateincrease in “use” and change in behavior(2013)• Outcomes & objectives: Raise awarenesson how the pop-media and porn-industrydisplays sex and gender differences• Method: Campaign + video + educationalmaterial + guidelines• Consult & produce materials: Youngpeople for young people• Implementation: Ministry of Education ->launched in all schools for all 9th graders• Evaluation: Impact assessment will beconducted in a schools survey, target groupcompared to others
Evaluation• Visibility studies are carriedout on big campaigns and onthe project• Impact assessment arecarried out on big campaignsand resources- Bullying down by ¼ between 2009-2012 according to a national schoolsurvey- Hotline reports up by 400%following a national campaign onthe new Report Button
Evaluation• Web statistics Impact assessment is important ..• Media coverage …. stakeholders will want to know• Visibility studies if the programs they are funding• Targeted questions in national are actually having the intendedsurveys effect• Short questionnaires for attendants .... important to know if ourof workshop, school visits, parents awareness raising is working, i.e.evenings changing behavior• Number of school requests ... can suggest how the program• Collect qualitative data at meetings could be improved, whether the• Use online questionairs to targeted program is worthwhile, whethergroups there are better alternatives• etc ... etc.
My Media Playground, Tampere, FinlandGudberg K. Jonsson / Coordinator Safer Internet Centre IS / email@example.com