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Evaluation the myth vs. the reality a case study Catrina McDiarmid - NZAID. New Zealand Context. Low public awareness for NZ’s aid efforts Significant skepticism about the effectiveness of aid Limited capacity in many agencies for evaluation and planning. After the Tsunami.
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2 key communications recommendations:
Formal Evaluation = Pass
Web page views good, although trending down
Reality = Success
Agencies want a repository for material
Fluid format appropriate for subject matter
Useful resource for anyone wanting information on NZ’s response work
Formal Evaluation – Success
400 kits produced on time and delivered to comprehensive media list
Material from packs appears in clippings
Reality – Pass
Resource intensive to produce
Duplication of efforts vv website
Timing was off
Formal Evaluation – Pass
4 stories on main network news over Christmas break
8 features in major dailies
1 feature in major weekly current affairs mag
All key messages visible
Reality – Fail
One visible negative story damaged whole campaign
Agencies scared off the media –
worried to ‘court’ media attention
Do people watch tv over Christmas?
Formal Evaluation – how to measure?
Reality – Success
Despite uncertainties around effectiveness of campaign, getting 40 agencies to collaborate under one banner is a significant achievement and should continue
Interest in tsunami story is now difficult to generate – will not be a Two Years On campaign
Mixed results (and feelings) about success of campaign
Website will continue to be updated and administered by NZAID
Collaboration will continue with an annual scholarship/award for development reporting
Campaign is now being used a case study in a graduate paper on NGOs engagement with the media
Critically assessed in wider context
Recommendations on fine-tuning and improving future initiatives
First tested in One Year On campaign
Now key communication tool for NZAID
First public sector organisation in New Zealand to blog