Estimated total number of unique individuals who engaged with the content, messages, or activities of advocacy or awareness‑raising campaigns conducted by supported organisations/entities and took a positive action in support of such campaigns.

This indicator captures direct engagement with campaign content, including actions such as likes or reactions, shares or reposts, supportive comments, participation in online or physical events, and clicks on calls to action (e.g. petition signatures, registrations, email actions).

The following do not count towards this indicator:

- Reach or exposure metrics, such as impressions or views (i.e. the number of times content is displayed or watched);

- Negative or opposing reactions that directly counteract the objectives of the campaign.

Efforts should be made to estimate the number of unique individuals, in order to avoid double‑counting when the same person engages multiple times with the same or different elements of a campaign.

Methodological Note

General counting principle: This indicator is based on a pragmatic operational approach. Perfect precision is neither expected nor required. The objective is to apply clear and consistent rules across campaigns and partners.

Engagement should be counted by default, and excluded only by exception where reactions are clearly negative and opposing the campaign’s objectives.

Neutral or ambiguous interactions should be included.

Operational rules for engagement

Count by default the following:

- Likes and positive reactions (e.g. 👍 ❤️ 👏)

- Shares or reposts without critical or opposing commentary

- Supportive comments expressing endorsement, agreement, or encouragement

- Email campaign click‑throughs related to advocacy actions

Exclude only when clearly negative:

- Explicitly critical, hostile, or opposing comments

- Shares or reposts accompanied by opposing or mocking captions

- Clearly negative reactions (e.g. “angry” reactions), only when they are visibly dominant

Filtering negative reactions (digital content)

To minimise reporting burden, advanced sentiment analysis is not required.

Reactions:

- Count all reactions by default.

- On platforms where negative reactions exist (e.g. Facebook “angry” reactions), exclude them only if they represent a significant share of total engagement.

Individual reaction‑by‑reaction classification is not required.

Comments (quick‑assessment approach):

- If comments are overwhelmingly positive or neutral → count all comments

- If comments are mixed → exclude clearly negative comments only

- If comments are predominantly negative → exclude comment counts entirely (likes and shares may still be counted)

This assessment may be based on a rapid review or sampling of visible comments. Some negative reactions may still be captured in the totals; this is an accepted and documented limitation of the indicator.

Methodology for digital campaigns

a. Track engagement metrics using available analytics tools:

- Social media platforms (e.g. Facebook, Instagram, X/Twitter, LinkedIn): likes, reactions, comments, shares

- Email tools (e.g. Mailchimp): click‑throughs linked to advocacy actions

- Webinars or online events: number of participants based on attendance reports

b. Aggregate engagement data across all platforms and tools used in the campaign.

c. Deduplicate counts where feasible, using available identifiers (e.g. website user IDs, platform analytics, or reasonable estimates when cross‑platform deduplication is not possible).

d. Verify reported data, for example through screenshots or exported analytics summaries.

Methodology for physical campaigns

For offline or in‑person advocacy and awareness‑raising activities, estimate engagement based on:

a. Event attendance

Attendance lists or headcounts from rallies, workshops, public meetings, or similar activities.

b. Material distribution

Estimated number of individuals who received printed materials (e.g. flyers distributed, information stands staffed).

c. Door‑to‑door or community outreach

Records of households or individuals engaged through direct outreach activities.

d. Observational estimates

For open or informal events (e.g. street theatre, public rallies), approximate audience size using observational counts, crowd sampling techniques, or media/event records.