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Research and Evaluation
CFOC’s materials are research-based, meaning that they are developed in response to published research or our own research. CFOC’s own research includes conducting needs assessments and utilizing the focus group research method to determine the focus and content of campaign ads and educational materials and where they should be implemented.
CFOC attempts to monitor program successes in a number of ways. We employ both process and outcome evaluations. Maryland, Florida, North Carolina and Atlanta are the only programs to have effectively evaluated their campaigns.
Process Evaluation—Process evaluation is used to monitor and better understand how the program is used in practice and how it may be improved. One way CFOC assesses the process of campaign implementation is by surveying teachers, counselors, community instructors, parents groups, health department personnel and others who administer educational program components. As well, publicity reports and media reports monitor the reach and penetration of a campaign.
Outcome Evaluation—Recognizing that it is very difficult to correlate behavior changes with a media campaign, an outcome evaluation is useful in attempting to assess the effectiveness of the intervention. Trend data for teen birth and pregnancy rates are one component of the evaluation, but it is impossible to attribute one program or factor to the rise and fall of these rates. Therefore, extensive evaluations that examine changes in attitude and beliefs about sexuality, awareness of the campaign, and reported behavior changes are conducted as well. These two sets of information help us determine whether or not we are meeting the program goals and objectives.
CFOC recommends that the organizations which implement a CFOC media campaign execute all of the listed evaluation techniques in their program. CFOC has available evaluation tools and can provide professional expertise to aid in the evaluation process.