Project Details.

A mass extension campaign (MEC) aimed at calling attention to the harmful effects of parthenium, a weed harmful to all living organisms, was initiated by CABI International. To ensure the pervasiveness of the campaign, two categories of methods were employed. Category 1 (Stream 1) methods included live and face-to-face events, while the second category (Stream 2) covered mass media methods such as public service messages (PSMs) on TV, radio, newspapers, social media, etc. Through stream 1, CABI reached 22,944 people (including 30% women), whereas the exact number reached through stream 2 methods is not known. The MEC targets knowledge, attitude, and practice (KAP) aspects of the audience of both streams. 

The awareness campaign was followed by an independent evaluation to assess the impact of post-campaign knowledge, attitude, and practices (KAP), determine the efficiency and effectiveness of extension methods, and give recommendations for future MEC campaigns. The main objective of the evaluation was to study the impact of post-campaign knowledge, attitude, and practices (KAP), comparing it with the baseline survey results to report early impacts of the campaign. The evaluation is intended to provide an independent view of how the MEC campaign effectively and efficiently succeeded in improving KAPs from a variety of perspectives. The specific objectives of the project were as follows: To assess changes in the KAP of both streams of audience. To check the efficiency and effectiveness of each extension method used in the campaign. To give recommendations for future MEC campaigns. 

HIMAT Consulting held a meeting with the CABI team to get their feedback and extract key findings from the review. HIMAT Consulting drafted the inception report and finalized it as per the feedback of the management team. The evaluation was conducted with a mixed-methods approach, comprising a review of key documents and available data. HIMAT Consulting developed data collection tools, including questionnaires and surveys. A KAP survey was conducted to collect quantitative data, while KIIs were conducted with important decision-makers at district and provincial levels, and FGDs were held with the participants of training of trainers (TOTs) at selected locations to get in-depth insights. A post-campaign Knowledge, Attitude, and Practices (KAP) survey of 700 individuals (68% stream 1 beneficiaries and 32% stream 2 beneficiaries), key informant interviews (KIIs) with officials of CABI and partner organizations (20 total), and focus group discussions (FGDs) with farmers and communities, including both women and men’s groups (6 FGDs, 31 participants), were conducted. 

A comprehensive orientation training was provided to the data collection team. Survey data were entered, processed, and analyzed in Excel and SPSS. KIIs and FGDs were transcribed, and the analysis was done in MS Excel. Content analysis was done for the data collected through KIIs and FDGs. Tally sheets were prepared to find frequencies for different themes emanating through tally sheets. The findings of the survey and qualitative data were triangulated. A draft report based on the findings of the data analysis was presented to the CABI team for their review and feedback. Based on their comments, the report was to be revised and shared with CABI for their approval.