Step 9: Evaluate Progress and Impact

Step 9

How do you know if your campaign is working?

Revisit the objectives that you outlined in Step 1 and think about the specific questions that you would like to answer about your campaign. This will help you select the best approach to collect the information that you need to evaluate your campaign’s impact. Some examples include:

Objectives and Evaluation

Campaign Objectives and Evaluation
Campaign Objectives Evaluation Questions Evaluation Methods
Reducing idling behaviour
  • How did the campaign affect the frequency and duration of idling at your target locations?
  • At which locations was your campaign most effective at reducing vehicle idling?
  • Which locations require a different approach to influence idling behaviour?
  • Repeat idling frequency and duration counts and observations conducted before the campaign in Step 3after campaign or after key stages of campaign.
  • Compare the new data with the baseline data.
Examining target audiences’ knowledge, attitudes and opinions regarding idling
  • Was there any change in attitudes, perceptions and opinions of the target audience after the campaign?
  • Did the knowledge of the target audience regarding the linkages between vehicle idling and climate change, air quality and health change after the campaign?
  • Repeat telephone surveys, focus groups or one-on-one interviews conducted in Step 3
Testing communication approaches
  • Which communication approaches were the most successful at reducing unnecessary idling?
  • Conduct focus groups to ascertain perspectives on different communication pieces.
  • Track media pick-up – e.g. idling related articles in local and wider newspapers (will also assess reach of idling message).
  • Analyze website visits (number of visits per each page, etc.).
Developing knowledge and expertise in idling behaviour change
  • What worked best in our campaign?
  • Where can we improve for next time?
  • What were our lessons learned?
  • Hold a team meeting /debrief – discuss what worked well, areas of concern, current information gaps, and how campaign can be improved.
  • Document your lessons learned.

How can you get the word out about your results?

Sharing the results of your campaign will strengthen relationships with your partners, help other municipalities or agencies carrying out similar campaigns, show that your project is really making a difference, and generally increase awareness about vehicle idling. Activities to consider include:

  • Public media releases – send to local media groups, to share the results of your progress;
  • Report sharing – send your evaluation/campaign report to each of your campaign partners, other organizations and local businesses;
  • Internal communications – post your results and other idling tips on your workplace intranet site or other communication medium;
  • Website and social media updates – post your results on your organization website, or dedicated idling reduction website. Use social media (e.g. Facebook, Twitter) to get the message out about your success; and,
  • Presentations – give presentations about your results to interested community organizations, neighbouring municipalities, or at relevant conferences.

Step 9 Planning Worksheet and Resources

Step 9 Evaluation Planning Worksheet [PDF 14 KB] [DOC 28 KB]

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