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Collaboration and Mutual Learning: Developing an Adaptive Evaluatory Process for Social Media Campaigns (pdf) 

11-26-2019 11:01

*This is a pdf of the slide-deck. The slide-deck with video and notes is available, too. 

STOP THE TRAFFIK disrupts human trafficking through intelligence-led prevention. Globally, we run short, high-reach, social-media-based campaigns, with input from local stakeholders including international and local law enforcement, government, banks and NGOs.

Working with multiple stakeholders for a short time, including limited direct contact with targeted individuals, we didn’t have a clear understanding of the change we’re contributing to in the community. Together with Humankind Research, a specialist insight agency, we embarked on a journey to develop and implement a three-phase research and evaluation project that fits our complex needs:

  • Understanding our audience and how to best engage with them
  • Assessing the campaign’s immediate results on KAPs
  • Evaluating the campaign’s impact on individuals and communities.

In this session, we will share the experience of an adaptive evaluatory process that centres on collaboration and mutual learning, and work with participants to identify key principles of implementing an impartial, participatory and usable evaluation project.  

Human trafficking activities usually focus on rescue, prosecution and training. STOP THE TRAFFIK’s works to support self-identification of exploitation as well as prevention of it, and evaluating these activities isn’t commonly done. The proposal wishes to share an innovative and adaptive model for evaluation of prevention activities.

An evaluatory process that intertwines the evaluation with the organisation’s purpose and activities, bringing together the traditionally separated programme activities, monitoring, evaluation and learning into a multilayered evaluation project designed jointly by the practitioners, the organisation’s MEL Specialist and the external evaluation team. The approach included elements of market research with M&E of community engagement and social media advocacy, aimed at maximising learning and adaptiveness.

We also wanted to ensure the the evaluation was borne out of a deep understanding of the target group, rather than be prescriptive in the way that the programme’s impact was measured. Using insights from the first phase of research to develop a framework for a two-stage evaluation rather than limit the evaluation questions to the programme’s objectives: we did not want to pre-define the change that we wanted to see, but to understand what should change and what the mechanics for change might be by learning from the ground up.

We also wanted to make sure that the findings were highly usable, quickly and efficiently feeding learnings back into the work of both STT and partners in order to maximise it. Evaluators did this by working nimbly and under principles of participatory research. Findings were shared and recommendations for immediate and long-term action were developed jointly, then shared with local partnering stakeholders so that they could be applied to their own work day-to-day to provide support to potential victims and vulnerable groups and prevent human trafficking.

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Collaboration and Mutual Learning: Developing an Adaptive...   1.96 MB   1 version
Uploaded - 11-26-2019
pdf of presentation discussing the process of collaborative design & implementation of an evaluation of social media campaigns