different contexts. Figure 5 provides an overview of the reach of the different partnerships at different timepoints during the campaign. Interviewees noted that offline media activities also enabled wide exposure. In particular, Hop!’s own reach in its established channels enabled the campaign to reach many people, especially in its first six months.158 Figure 5: Partner organisations through which parents were exposed to Magic Moments
Source: Based on survey data from the evaluation.159
5.
Responding to challenges
Hop! and its campaign partners have faced different kinds of challenges on the campaigns, ranging from issues with planning to the unprecedented impact of COVID‐19.
5.1.
Issues with campaign planning and development
While Hop!’s flexibility in adapting to opportunities had a number of benefits, it has also meant that at some points, planning and content development needed to catch up with the evolving aims of the campaign. For instance, the evaluator of Magic Moments suggested that some of the partnerships could have benefitted from more planning in advance to ensure that the right partners were involved early on.160 The team and partners added the fieldwork activities during the campaign, and partner organisations needed time to develop the content that Hop! provided.161 Another aspect of the campaign developed with some delay was the social media provision – this was due to the limited social media platform that Hop! had at the outset, an aspect that it addressed during the campaign.162 The team behind the campaigns needed time to discuss the campaign design and approach. There was a discussion within the Beautiful Moments steering committee about the aim of the campaign,
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