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The team would want to evaluate the mass media campaign before the implementation for the following reasons:
Collection of evidence on the program effectiveness.
The team is accountable to all of the stakeholders: clients, funders, volunteers, staff, and community.
Identification of ways to mould the program as per the current situation
Determination from rend as to what will work, and what not
Assessment of the target population needs
Improvement of the impact of the program
Comparison of programs with other programs.
The type of evaluation that will be used Formative Evaluation. This method is used in the stages before program implementation for ensuring that the program caters to the needs are desired outcomes in relation to the stakeholders needs and that effective and appropriate materials and procedures are used in the program.
For conducting the formative evaluation for the mass media campaign for reducing the level of risky drinking among local youth aged 18-24, the following methods can be adopted.
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