{"id":1186,"date":"2024-04-24T14:41:36","date_gmt":"2024-04-24T14:41:36","guid":{"rendered":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/?p=1186"},"modified":"2024-06-24T10:05:27","modified_gmt":"2024-06-24T10:05:27","slug":"community-messaging-and-civic-participation-research","status":"publish","type":"post","link":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/community-messaging-and-civic-participation-research\/","title":{"rendered":"Meeting the mark"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1186\" class=\"elementor elementor-1186\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-19b41db e-flex e-con-boxed e-con e-parent\" data-id=\"19b41db\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55602ba elementor-widget elementor-widget-spacer\" data-id=\"55602ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2c2b18d e-flex e-con-boxed e-con e-parent\" data-id=\"2c2b18d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-74b479a elementor-widget elementor-widget-heading\" data-id=\"74b479a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Meeting the mark<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-688cd26 elementor-widget elementor-widget-heading\" data-id=\"688cd26\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Testing communication campaigns using the Low-cost Message Testing Guide<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e84240 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1e84240\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10f58ec elementor-widget elementor-widget-post-info\" data-id=\"10f58ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-dce1274 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/author\/ooxocomy\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-user-circle\" viewBox=\"0 0 496 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M248 104c-53 0-96 43-96 96s43 96 96 96 96-43 96-96-43-96-96-96zm0 144c-26.5 0-48-21.5-48-48s21.5-48 48-48 48 21.5 48 48-21.5 48-48 48zm0-240C111 8 0 119 0 256s111 248 248 248 248-111 248-248S385 8 248 8zm0 448c-49.7 0-95.1-18.3-130.1-48.4 14.9-23 40.4-38.6 69.6-39.5 20.8 6.4 40.6 9.6 60.5 9.6s39.7-3.1 60.5-9.6c29.2 1 54.7 16.5 69.6 39.5-35 30.1-80.4 48.4-130.1 48.4zm162.7-84.1c-24.4-31.4-62.1-51.9-105.1-51.9-10.2 0-26 9.6-57.6 9.6-31.5 0-47.4-9.6-57.6-9.6-42.9 0-80.6 20.5-105.1 51.9C61.9 339.2 48 299.2 48 256c0-110.3 89.7-200 200-200s200 89.7 200 200c0 43.2-13.9 83.2-37.3 115.9z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tooxocomy\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-47a555b elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/2024\/04\/24\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M12 192h424c6.6 0 12 5.4 12 12v260c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V204c0-6.6 5.4-12 12-12zm436-44v-36c0-26.5-21.5-48-48-48h-48V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H160V12c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v52H48C21.5 64 0 85.5 0 112v36c0 6.6 5.4 12 12 12h424c6.6 0 12-5.4 12-12z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>April 24, 2024<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4f7235 elementor-widget elementor-widget-heading\" data-id=\"a4f7235\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">By Monica Kay and Alina Ojha<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca38b2f elementor-widget elementor-widget-spacer\" data-id=\"ca38b2f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1a7cd53 e-flex e-con-boxed e-con e-parent\" data-id=\"1a7cd53\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a27759e elementor-widget elementor-widget-image\" data-id=\"a27759e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"735\" src=\"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-content\/uploads\/2024\/04\/1_5W5AI4K_TmUWOeVttzPMTg@2x.webp\" class=\"attachment-full size-full wp-image-1766\" alt=\"\" srcset=\"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-content\/uploads\/2024\/04\/1_5W5AI4K_TmUWOeVttzPMTg@2x.webp 1400w, https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-content\/uploads\/2024\/04\/1_5W5AI4K_TmUWOeVttzPMTg@2x-300x158.webp 300w, https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-content\/uploads\/2024\/04\/1_5W5AI4K_TmUWOeVttzPMTg@2x-1024x538.webp 1024w, https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-content\/uploads\/2024\/04\/1_5W5AI4K_TmUWOeVttzPMTg@2x-768x403.webp 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7585879 elementor-widget elementor-widget-spacer\" data-id=\"7585879\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7c3c85d e-flex e-con-boxed e-con e-parent\" data-id=\"7c3c85d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a2a9967 elementor-widget elementor-widget-text-editor\" data-id=\"a2a9967\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p id=\"f914\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">Precision is the tell of extraordinary marksmanship. However, it is preceded by numerous missed shots, form adjustment, choice of weapon, and the strength of character to keep shooting better. Precision, therefore, is a process of trial, error, and eventual victory. Similarly, the quality of behavior change communication (BCC) campaigns depends almost entirely on testing to determine the efficacy of messages, and to increase stakeholder engagement.<\/p><p id=\"46d6\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">Simply put, testing is a series of investigations that evaluate assumptions on why something might or might not work. In communication campaigns by Civil Society Organizations (CSOs), for example, testing is used to measure audiences\u2019 reactions, to determine whether the content is understandable, believable, or even appealing. This way, successful elements are retained, and others are either improved on, or discarded. With how frequently advocacy and campaigning by CSOs occur, message testing may not always happen, especially if resources are stretched thin. Enter the\u00a0<a class=\"af oh\" href=\"https:\/\/drive.google.com\/file\/d\/1-2XvpfcI8wN4LkV6c2WLGwH6AA-NLZ6v\/view\" target=\"_blank\" rel=\"noopener ugc nofollow\">Low-Cost Messaging and Testing (LCMT) Guidebook<\/a>, a free resource developed specifically for low-resource scenarios, and inexperience with testing.<\/p><p id=\"da82\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">Before launching or scaling up a BCC campaign, testing is critical for two reasons:<\/p><ol class=\"\"><li id=\"8ab1\" class=\"nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of pa pb pc bh\" data-selectable-paragraph=\"\">To amend project design and clear assumptions. For instance, the majority of project design assumes that men are the primary decision-makers in a household. However, testing may reveal that men and women are joint decision-makers, or that women are the sole decision-makers in certain aspects of the home.<\/li><li id=\"6f4c\" class=\"nk nl gr nm b hp pd no np hs pe nr ns nt pf nv nw nx pg nz oa ob ph od oe of pa pb pc bh\" data-selectable-paragraph=\"\">To prepare for success. Through testing, CSOs can evaluate and contextualize their campaign messages to ensure that the needs, interests, and priorities of the target audiences are met. If messages are understood and accepted during testing, then they are likely to influence behavior change, and the campaign would be deemed a success.<\/li><\/ol><p id=\"fe9d\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\"><strong class=\"nm gs\"><em class=\"og\">What can CSOs test for?<\/em><\/strong><\/p><p id=\"f30f\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">Using the LCMT guidebook, CSOs can efficiently and effectively test various aspects of campaign messages with their audiences, and easily apply the feedback received. CSOs can test for:<\/p><ol><li class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\"><strong class=\"nm gs\">Comprehension<\/strong>. Did the audience understand the message, and to what extent? Here, words and phrases are analyzed for jargon and technicality, timeliness and relevance, as well as fit to the target demographic.<\/li><li id=\"dd3c\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\"><strong class=\"nm gs\">Appeal<\/strong>. Does the message and medium capture \u2014 and retain \u2014 the audience\u2019s attention? Message appeal has to do with content; is the language appropriate for the audience? Does it motivate them to seek out additional information? Medium appeal has to do with the preferred source of information for the target audience. A younger audience may prefer digital platforms, while an older one may prefer print and radio.<\/li><li id=\"f53d\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\"><strong class=\"nm gs\">Acceptance<\/strong>. Much like appeal, this is based on the appropriateness of the message. Additionally, the audience internalizes relevant messages, so much so that they are able to offer feedback, or apply solutions offered in their day-to-day lives. For the message to be accepted, it must be relevant to the audience and the issues that need addressing. For instance, campaigns on uptake of planning methods would primarily target women aged 18\u201335, rather than the 35\u201348 group since the former is in the prime reproductive age.<\/li><li id=\"db7e\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\"><strong class=\"nm gs\">Motivation for behavior change. <\/strong>Ultimately, the communication campaign should motivate a change in behavior among the audience. While there isn\u2019t a direct test to measure this, the sum total of responses to all the above elements points to a likelihood of behavior change. It is therefore critical that the objectives, messages, and media outlined in the campaign are well thought out, and that the call to action is clear enough for the audience to go along with.<\/li><\/ol><p id=\"b65a\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">As a parting shot, testing can \u2014 and ideally should \u2014 be conducted at various points of a campaign; at the beginning to get the message right, midway to track reactions and responses, and after to fully evaluate impact. With the LCMT guidebook, CSOs can leverage budget-friendly testing methods for big impact results.<\/p><p id=\"4b3e\" class=\"pw-post-body-paragraph nk nl gr nm b hp nn no np hs nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of gk bh\" data-selectable-paragraph=\"\">The LCM project aims to support civil society organizations to identify low-cost methods of testing their communication campaigns, to achieve behavior change. The project assumption is that CSOs often work with limited funds, time, and resources, in turn restricting their ability to test the efficacy of their message campaigns. Most CSOs also perceive testing to be expensive, and the project seeks to demystify these misperceptions. By leveraging the LCM guidebook, CSOs can achieve impactful campaigns while maintaining a low-budget.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Precision is the tell of extraordinary marksmanship. However, it is preceded by numerous missed shots, form adjustment, choice of weapon, and the strength of character to keep shooting better.<\/p>\n","protected":false},"author":1,"featured_media":1766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/posts\/1186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/comments?post=1186"}],"version-history":[{"count":5,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/posts\/1186\/revisions"}],"predecessor-version":[{"id":1773,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/posts\/1186\/revisions\/1773"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/media\/1766"}],"wp:attachment":[{"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/media?parent=1186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/categories?post=1186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/messagetestingguidebook.busara.global\/staging\/3290\/wp-json\/wp\/v2\/tags?post=1186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}