Evaluation

We don’t just ask if our work has impact, but how.

Over the past decade, there has been a significant increase in the use of film and media to spark social change. Increasingly, many are in search of ways to measure whether and just how much change can be accurately attributed to the use of film in shaping public will, moving people to action, and influencing policy.

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Our evaluations and assessments serve to help us better understand the role of film in advancing social change as part of a larger strategy, while allowing us to capture best practices for improving our work in the future.

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Active Voice has a long history of evaluative thinking, and we solidified this commitment in 2011 when we brought on a full-time evaluator. Since then, we have approached our work with an evaluative focus as to how story and strategy can be most effective at the individual, organizational, community, and policy levels. Over the past three years, Active Voice has developed its portfolio of evaluations and assessments, measuring the contribution of film to social change relating to food security, juvenile justice, immigration and demographic change, youth empowerment, and economic sustainability.

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Active Voice’s Research and Evaluation team continues to develop and refine its measurement processes to improve not only its capacity to evaluate film-based projects but also its ability to support and inform the contribution of film and media to urgent social change goals.

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Some examples of what we measure:

  • The contribution of story to advancing a movement’s goals
  • Attitude shifts
  • Awareness shifts
  • Dialogue and participation
  • New and strengthened coalitions
  • Increased capacity of NGOs and public agencies
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How we do it

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To evaluate the effectiveness of film-based projects in achieving intended objectives, Active Voice begins with a StoryLogic Model that maps the key components, including the desired outcomes, of the project. AV’s Research and Evaluation team uses a number of measurement methods — including surveys, interviews, observations, and focus groups — to collect data at various points throughout the project and ultimately assess shifts observed at the individual, organizational, community, and policy levels. AV’s Research and Evaluation work helps us better understand the role of film in advancing social change as part of a larger strategy, while allowing us to capture best practices for the future.

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