4.3.4. How do I interpret the results of a survey to measure impact?

The following example illustrates how these methods can assess impact:

Aim of message campaign: To increase the numbers of people bringing in dogs for vaccination, to reach the 70% threshold required to keep the area canine rabies free.

First scenario:

If, after six months or a year:
- Little or no change in the number of dogs being vaccinated
- People’s knowledge has not increased substantially, or has deteriorated

Your messages have had little impact in changing behaviour and may not have been understood.

Next steps: Consider why the messages have failed to get through. It could be because the way in which you delivered them was confusing, or because you targeted people who have no influence on whether dogs are vaccinated.

Second scenario:

If, after six months or a year:
- There is little or no change in the number of dogs presented for vaccination
- People’s knowledge of rabies prevention has been retained.

Your messages may have been successful, but there are likely to be other reasons why people have not brought their dogs in for vaccination.

Next steps: If your rabies prevention programme is going to be sustainable, it is essential you conduct further research to find out what these reasons are, and it is important to ask the opinions of the communities concerned. These data can also be important in providing evidence of the need for further projects to collaborate with the community in looking at ways to overcome some of these barriers. The data can also provide interest groups, decision-makers and politicians with important evidence in lobbying for change.

Reasons may involve:
- Affordability
- Prioritization of other expenditures
- Difficulties accessing vaccination services (long distances, transport costs, lost work hours)

Third scenario:

Your messages have been successful, but will need reinforcement if:
- Substantial progress has been made towards reaching the 70% threshold of vaccinated dogs, but the threshold has not yet been reached.
- People’s knowledge about rabies has been maintained.

Next steps:
- Consider whether your messages have targeted the right people
- Consider whether the messages or the way in which they were delivered could be improved
- Reinforce the messages at intervals
- Monitor increase in dog vaccination coverage until the 70% threshold has been reached

Fourth scenario:

Your campaign has been a major success if, after six months or a year:
- The 70% threshold of vaccinated dogs has been reached
- The KAP survey shows people have retained their knowledge about rabies prevention.

Next steps:
- Monitor the situation annually if possible to make sure the 70% coverage has been maintained.
- Concentrate future messages on making sure people understand the importance of continuing to vaccinate their dogs regularly.

previous page: 4.3.3. Measuring the impact: how have the messages changed how people act?

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Version 4 - last updated May 2017