Estimated total number of individuals who engaged with the content, messages, or activities of advocacy or awareness-raising campaigns conducted by supported organisations/entities and took an action in response to such campaigns. This indicator tracks direct interactions with the content of the campaign through likes, shares, comments, or other interactions (e.g., re-posts). Reach - impressions (number of times content is displayed to users) and views (number of people who watch or click on content, such as videos or links) do NOT count towards this indicator.

Efforts should be made to track unique individuals to avoid double-counting when the same person interacts with multiple elements of the campaign.

METHODOLOGY FOR DIGITAL CAMPAIGNS

a. Track social media analytics (platforms like Facebook, Instagram, Twitter, and LinkedIn provide detailed analytics dashboards, showing engagement metrics such as likes, comments, and shares) or email campaign metrics (e.g., Mailchimp provide data such as: number of recipients, open rates and click-through rates). For webinars or online events, track the number of participants through attendance reports.

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

c. Verify reported data to ensure reliability (e.g., screenshots of analytics dashboards).

Deduplicate counts where possible (e.g., using unique user identifiers for websites or cross-referencing engagement data from multiple platforms).

METHODOLOGY FOR PHYSICAL CAMPAIGNS:

To establish this estimated number, you can track:

a. Event attendance: Collect attendance lists from campaign activities. Record headcounts at events like rallies, workshops, or community meetings.

b. Material distribution: Track the number of people who receive printed materials (e.g., approximate counts for flyers handed out in a marketplace or posters displayed in high-traffic areas).

c. Door-to-door/community outreach: Keep records of the number of households or individuals reached during door-to-door visits.

d. Observational counts: For open or informal events (e.g., street theatre, public rallies), estimate the audience size through observational techniques or crowd sampling (or media records for public events).