AES 2015 International Evaluation Conference

Keren Winterford (Institute for Sustainable Futures, University of Technology, Sydney)

This presentation explores the realities and offers practical insights into applying the theory of change approach to evaluating a multi-year, multi-country, global advocacy campaign.  The evaluation of Child Health Now, a global advocacy campaign by World Vision, which sought to link more than 40 offices in developed and developing countries together in efforts to advocate on maternal and child health, is offered as a case study of practice.   

The applicability of a theory of change approach to this advocacy campaign, as a complex program influencing social change, is discussed, together with consideration of 'a fit for purpose' evaluation framework, recognising the balance between learning and accountability objectives of the evaluation.  

Informed by World Vision documentation, a conceptual framework of the campaign was developed, and this theory of change used as a lens through which to explore practice and assess contribution of the campaign to influencing change.  The presentation explores this practice and offers learning from applying a theory of change across multiple and diverse contexts.  The practice of assessing 'what works for whom and under what conditions' is also examined.
 
The presentation explores analytical methods employed within a theory of change approach including process tracing, contribution analysis and a case study approach and considers the opportunities and challenges of research bricolage within conceptual frameworks of evaluation and their application.   

Telling a coherent story of evaluation through a theory of change approach is also explored within this presentation.  Creative mapping of pathways, assessing evidence to tell convincing stories of contribution and ways of considering the messiness of social change are explored. The presentation is intended to extend current theoretical understandings and practical application of a theory of change approach to evaluating programs seeking to influence social change.