Geographic Scope
South Waziristan, FR Tank, Orakzai and Kurram Agency of FATA, Pakistan
Sector
Social
Project Period
Mar 2015 – Sep 2015
Client
International Organization for Migration (IOM)
Project Value
US$ 86,500
Project Scope
The main purpose of the evaluation was to provide an independent assessment of the direct effect of the media campaign on the knowledge and perception about the activities of the FSP. As a longitudinal study that measured knowledge levels and perception both before and after the implementation of the Visibility Campaign, it provided a good position to identify and pinpoint exactly what had been achieved by the Media Intervention and to what extent. A secondary objective of the baseline study was to Identify how information about the program was transferred among rural and urban communities, and how this may have been done more effectively.
Services
The study identified media habits and sources of information, in order to adjust the targeting and delivery of the media campaign. The objectives of the Post Assessment included identifying the reach of the media campaign and message recall in the rural and urban environments, identifying level of effectiveness of reaching beneficiaries for the different communication channels used in various environments.
It identified knowledge increase about the existence and activities of the FSP and the Government of Pakistan. The results were used to redirect the focus and methodology of similar media projects, to identify citizen awareness and perception of the FSP, and if necessary, to adjust the regular communication channels between the program and the community.
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