UNICEF Media Monitoring Analysis and Research Services
Background
UNICEF Uganda contracted Farsight to provide media monitoring reports and coverage/reach analysis reports for Radio, TV and Print campaigns aired by media houses contracted by UNICEF Uganda, as well as social media monitoring services for campaigns on UNICEF and partner social media Platforms and carry out Communication Impact assessment
Challenge
To conduct media monitoring analysis and research in Uganda.
Problem
- Need to conduct media monitoring analysis and research on UNICEF's thematic areas in Uganda
Solution
- Provision of media monitoring analysis and research services on UNICEF's thematic focus in Uganda.
Our Approach
Farsight Africa leveraged their expertise in providing media monitoring analysis and research services to carry out the assignment in Uganda. The project activities include:
- Social media monitoring and content management
- Daily and weekly roundup of all media coverage around UNICEF programmes
- Monthly in-depth content analysis of radio, television and social media spots, talk shows and posts/hits.
- Impact assessment of UNICEF communication/program/activities
- Provide social listening services on select thematic issues.
- Daily monitoring summaries of UNICEF media coverage in national, local and community media (online). Summaries of social media trends on Facebook, Twitter, Instagram, WhatsApp, and YouTube for trending issues/topics on women and children; organizations engaged in protecting children’s rights; key influencers and individuals passionate about children’s issues.
- Provision of online clips, including visual/audio/photographs published online
- Analytics of UNICEF reach, engagement and impact according to indicators share of voice on children’s issues in online media, percentage of media coverage that includes UNICEF key messages in the country, number of articles/stories with UNICEF mentions in top tier media outlets.
Results
UNICEF is kept abreast on matters relevant to their thematic focus in Uganda.
