Criteria to Evaluate Outreach Themes

1. Criteria to Evaluate Outreach Themes Draft – August 10

2. Important Note: • Many of these criteria are quite specific and could be incorporated to some extent into any outreach theme depending on how a campaign or program or activity within that outreach theme is designed. So you will have to forecast for each criteria how well the outreach theme would translate to a campaign or program or activity.

3. 1. Attitude/Behaviour Change Criteria

4. 1a. How actionable is the outreach theme? Actionable: • There are everyday, regular actions that the target audience can execute (e.g., shopping, transport) • There are easy action(s) (at a minimum) • There are a variety of actions that can be taken at different levels (entry level to more advanced, or easy to effortful) • The action(s) (and reasons for them) are simple and explainable • The action(s) are visible (how well can people see you taking the action?) • The action(s) can be committed to (ex. can a written or verbal commitment to action be incorporated) • The action(s) are personal (invokes a questioning and potential change of self-image) • The action(s) are internally-driven (the motivation comes more from inner responsibility than from external pressure) • The action(s) can be initially induced not only by personal choice but also by system changes (with Fair Trade, universities can adopt policies that all coffee served should be Fair Trade)

5. 1b. How mobilizing is the outreach theme? Mobilizing • Mobilizes target audience to engage in other, non-everyday actions around international development issues (e.g. advocacy) • Causes people to want to learn more (attitude: I care, I want to know more. behaviour: learning, reading) • Causes people to ask larger questions about international development • Is viral - the action or message spread to others contagiously (without further direct EWB involvement) • Causes people to desire change to current systems • Causes people to feel like they're part of something bigger • The message and actions are simple, explainable - to make it widespread • Causes Canadians to feel a personal connection to people overseas

6. 1c. Goal-oriented: How well can people see the impact of the outreach theme? Seeing the impact: • Target audience can see how this theme and the action(s) in it connect to impact, on a small (impact of the person’s action) and/or large level (the impact of collective action, or the theme as a whole)

7. 2. Non-Attitude and Behaviour Change Criteria

8. 2a. What is the potential with the outreach theme for other non-attitude and behavior change impacts? Potential for other impacts: • what is the potential for direct impact overseas? (ie. Fair Trade's direct impact on farmers) • what is the potential for direct impact on policy in Canada? (MPH advocacy)

9. 2b. How well does the outreach theme fit with EWB? Fit with EWB: • The outreach theme is “actionable” by chapters, who are EWB’s outreach powerhouses. It leverages chapter and organizational strengths. • It is aligned with our values, and it correlates with our image enough that we're comfortable being branded by it (some framing questions for thought: does it have to relate to rural poverty reduction? engineering? Etc. How important are each of these?)

10. Table for Final Rating(Do any personal weighting of criteria if you want, and rate on the .xls doc)

11. Suggested Outreach Themes Fair TradeMake Poverty History Millennium Development Goals Micro-Credit 0.7% Tied Aid WTO related - "better than Doha" Education Health Energy - energy use & climate change in canada & overseas Sweat-free One World (see Justin's post) Justice Isn't Just Us (see Justin's post) Be Orange (Waterloo Campaign) Ethical Purchasing in General (Sweat Free, Fair Trade, Ethically Mined Minerals, etc.) Trade Justice Don’t Wait (see Mike’s post)