Evaluation of the population communication services project (1986-1989)

The project is implemented by Johns Hopkins University's Population Communication Services (JHU/PCS). External evaluation covers the period 9/86-6/89. JHU/PCS has already met and, in most cases, exceeded quantitative goals in terms of the number of country projects underway (43 compared to the 25-30 targeted), TA trips, needs assessments, development of national communication strategies, and provision of materials. The project's innovative approaches have given renewed energy to the IEC function in family planning programs and convinced previously doubtful A.I.D. administrators, Mission personnel, and developing country policymakers and program officials of the value of large investment in IEC activities. Among the innovations that JHU/PCS has pioneered are: (1) the entertainment/education strategy for mass media communication; (2) the media/materials center at JHU/PCS, one of the largest and best in the world; (3) the concept of communication as a process which includes needs assessment, formative evaluation, message production, and impact evaluation; (4) a methodology for evaluating the impact of IEC projects on the family planning programs of which they are a part; and (5) an emphasis on interpersonal communication activities such as counseling, client-clinic staff communication, and telephone hot-lines. These achievements notwithstanding, the project needs to make improvements in several areas. The three top individuals in project are overextended and the functional division of labor is unclear. JHU/PCS has negotiated buy-ins over its funding ceiling, which may cause a crisis that will need to be resolved by S&T/POP. While senior staff are highly qualified, many intermediate staff do not have advanced academic training in communication. The JHU/PCS consultant roster is inadequate to provide the type of services expected. Many of the print materials in the Africa region are not as innovative as those produced elsewhere, and little attention has been paid to working with journalists in the newspaper and magazine industries. The cost of sending JHU/PCS advisors overseas - mostly for single-country visits - has been tremendous, and the use resident advisors should be considered. The technical resources of subcontractors have not been fully exploited.