Mobilize and Monitor is the fourth step in the communication process. In this step you mobilize your partners, implement your program and monitor its progress.
How to Use a Theory of Change to Monitor and Evaluate Social and Behavior Change Programs
Developed by Breakthrough RESEARCH, this guide will help managers support research, monitoring, and evaluation (RME) staff and ensure they have the programmatic data required to track results, and it will ensure the program is guided by robust theory-driven evidence with results tracked over time and at program completion. While the steps presented include examples specific to family planning (FP) programs, they can be used for any social and behavior change (SBC) program.
A monitoring and evaluation (M&E) plan is a document that helps to track and assess the results of the interventions throughout the life of a program. It is a living document that should be referred to and updated on a regular basis. While the specifics of each program’s M&E plan will look different, they should all follow the same basic structure and include the same key elements.
Materials are a primary means by which health programs deliver social and behavior change communication (SBCC) messages. There are many types of SBCC materials, including printed brochures, the script for a television advertisement, a guide for facilitating a group discussion, a Facebook page or an Internet-based game. Materials development brings together the most effective messages with materials for the best combination of channels – the channel mix – in order to reach and influence the priority audiences.
Indicators are tools used to measure Social Behavior Change Communication (SBCC) program progress. They are used to assess the state of a program by defining its characteristics or variables, and then tracking changes in those characteristics over time or between groups. Clear indicators are the basis of any effective monitoring and evaluation system.
Audience segmentation is a key activity within an audience analysis. It is the process of dividing a large audience into smaller groups of people – or segments – who have similar needs, values or characteristics. Segmentation recognizes that different groups will respond differently to social and behavior change communication (SBCC) messages and interventions.