Step 8: Monitor your campaign progress and impact

Measuring the success of your campaign, using both output and outcome indicators is important, and helps you understand the extent to which you are creating the change you are aiming for.

📊 Output indicators help you understand the reach of your communication activities and may include things like # of activities/posts etc and metrics to track audience engagement, such as earned media mentions (in the public media), audience social media interactions (such as likes, views, comments, shares, retweets etc) and clicks.

📊 Outcome indicators look at measuring the shift in attitudes or behaviors, and it is important to have a baseline measurement with which you can compare change. Outcome indicators might include “increased intent to vaccinate”, “increased belief in the safety of vaccines”, assessed through both pre- and post- audience surveys. 

Consider: what can you measure? What do you need to understand, monitor and assess (before and after your campaign) to evaluate the impact of your efforts?