An Evaluation of the Kenya Red Cross Society Emblem Protection Campaign in Nairobi.

Abstract

The purpose of this project was to evaluate the structure, planning and implementation of the emblem campaign carried out by Kenya Red Cross Society (KRCS) from 1995. The evaluation also sought to know whether the target audience had acquired knowledge on the meaning and purpose of the red cross emblem. To accomplish these objectives, in-depth interviews, self-administered and in- terview-administered questionnaires were used to generate qualitative data, Docu- mentation on the campaign were also reviewed. The sample comprised of cam- paign organizers, implementers and emblem users who had been approached by KRCS during the campaign. On the planning of the campaign, the project found that the campaign required a defined time-frame. The project also found while implementing the campaign, the organizers aimed at changing the behaviour of emblem users, however did not address the root cause of the problem. The root problem was identified as lack of enforcement of the law by government departments charged with the task. On the outcome of the campaign, those approached did acquire knowledge on the meaning and purpose of the red cross emblem. This was accomplished mostly through the interpersonal networks carried out by the actual implementers of the campaign. The project further found that most persons using the red cross emblem were doing so because others were also using it. This highlighted the need for a follow- up comprehensive campaign that would target all users with priority being the general public. In future campaigns, the KRCS would need a systematic approach in setting clear and measurable objectives to facilitate the monitoring and evaluating of the campaign and a set time-frame for the planning, implementation and execution of the campaign.