Regionwide implementation
To expand the successful pilot campaign to the entire six-state region, several changes and new
procedures had to be put in place. Each states campaign was directed at the state level, with an on-site campaign coordinator at each participating clinic. The materials were customized for each state with its own toll-free phone number. Based on the pilot testing, the contractor knew to leave extra for printing and dissemination of the materials to make sure they were out in the community at the same time as the radio spots were airing. in addition, the posters were made smaller and only two the four designs were reprinted. Different sets of the radio spots were used in each state. based the results of the pilot test and the decision of the state-level coordinator as to which spots were in most appropriate for her state.
The campaign was implemented in 55 cities throughout the six states for a three-month period. an
independent evaluator was hired to assess the effectiveness of the regionwide campaign. The
process evaluation consisted of: 1) Qualitative questionnaires completed state grant directors. clinic managers in targeted cities and the project director; and 2} Focus groups with clinic staff in three sites. The outcome evaluation provided qualitative and quantitative data from 19 evaluation sites regionwide through: 1) Pre- and post-campaign KAB surveys; 2) Qualitative in-depth interviews with members of the target audience; and 3) Caller tracking sheets from the clinic evaluation sites.
Process Evaluation
The process evaluation identified some areas that required improvement. Despite having begun
production of the print materials well in advance, one state delayed printing because it took much longer than expected to receive approval through its bureaucratic channels for a toll-free phone number. in addition, a mix-up by the printer resulted in boxes of coasters being sent to the wrong states. This cut the time available for the state-level coordinators to get the materials out to the local clinics and delayed the start date of the campaign.
Although a comprehensive implementation guide was provided to each state-level coordinator to
assist clinics in their dissemination efforts, some clinic managers did not always read it or required additional guidance. This resulted in several local clinics not distributing the print materials such as posters, brochures and coasters in their communities. There were clear differences in the visibility of the campaign in cities with active clinic outreach efforts versus those that relied solely on the radio spots and newspaper ads.