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| | Definition | Target (Benchmark) | Data Source | |------------|----------------|------------------------|-----------------| | Reach | Unique individuals exposed to any campaign element | ≥ 5 M (regional) / ≥ 15 M (national) | Platform analytics, media monitoring | | Engagement Rate | (Likes + Comments + Shares) ÷ Reach | 4‑6 % (video), 2‑3 % (written) | Social dashboards | | CTA Conversion | % of viewers who complete the designated action (e.g., sign petition, donate) | 1‑2 % (mass‑media), 3‑5 % (targeted) | Landing‑page tracking, CRM | | Sentiment Score | Positive vs. negative mentions (NLP) | ≥ 70 % positive | Social listening tools (Brandwatch, Talkwalker) | | Behavior Change | Self‑reported adoption of recommended behavior (survey) | 10‑15 % increase vs. baseline | Post‑campaign surveys | | Media Earned Value | Estimated advertising value of earned media coverage | 2‑3× campaign spend | PR monitoring services | | Survivor Safety Index | Incidence of retraumatization reports or privacy breaches | 0 incidents | Internal incident logs, survivor feedback |