Who Measures Changes An Introduction to Participatory Monitoring and Evaluation of Communication for social change

Abstract

This report is an introduction to establishing a Participatory Monitoring and Evaluation (PM&E) process to assist in the measurement of Communication for Social Change (CFSC) initiatives. It is based on the premise that CFSC practitioners should facilitate the development of Monitoring and Evaluation (M&E) questions, measures and methods with those most affected and involved rather than apply predetermined objectives, indicators and techniques to measure CFSC on those most affected and involved. The report's primary purpose is to support communication strategies based on CFSC principles when applied to critical social issues such as HIV/AIDS prevention and care. Yet the information contained in this report has broader applications to a variety of development concerns. After defining CFSC and the broad purpose of monitoring and evaluation, the report explains why a participatory approach to monitoring and evaluating CFSC is useful. It goes on to discuss key PM&E principles and "moments" or steps in establishing a PM&E process. Two "tools" are offered to help readers learn more about and discuss: (1) potential monitoring and evaluation questions and indicators; and (2) PM&E data collection techniques.