Evaluating information-education-communication (IEC) programs for family planning and reproductive health. Final report of the IEC working group.
This final report is the outcome of a working group of communication experts and other health professionals who met in Washington, D.C. It is intended for evaluation officers or program staff in US-based organizations or staff in implementing agencies, research staff in universities or consulting firms, and program administrators and donor agency personnel. Chapter topics are as follows: systematic evaluation of IEC programs, evaluating counseling, group presentations, community mobilization, mass media campaigns, and communication directed to influential people. The final chapter discusses scientific methods for measuring the impact of IEC programs. Four appendixes and the initial introduction provide a list of indicators described in this report, a list of contributors to this report, a process for prioritizing and selecting indicators, references on communication pretesting, and examples of indicators of behavioral change. IEC activities serve a variety of different activities and audiences. This report is designed to provide an introduction to the evaluation of IEC interventions, to review communication theory, to provide an inventory of indicators, to distinguish between evaluation of a process and measurement of desired change, and to summarize study designs that are appropriate for demonstrating causality in IEC programs. The aim is to measure the process and effects of a program against the goals of the program. Evaluation research is useful in guiding decision making during program implementation and in improving future programs.