Locally Led Research Supports Evidence-based Voter Outreach in Liberia

Ahead of Liberia’s 2023 elections, the USAID-funded Elections and Democracy Activity (EDA) partnered with local organizations to develop campaigns that would encourage citizens to vote, support women candidates, and engage in other positive civic behaviors. While Social and Behavioral Science (SBS) offered a solid technical evidence base to create effective communications campaigns, EDA struggled to adapt approaches to Liberia’s unique context. To respond to this challenge, EDA changed its workplan to incorporate original qualitative research and offer customized SBS support to partners. EDA’s adaptive management approach, culture of openness, commitment to shared decision-making, and ability to leverage internal and external collaboration helped cultivate an evidence-based mindset among partners, allowing them to develop SBS-informed messages that resonate with Liberian citizens. EDA’s commitment to Collaborating, Learning, and Adapting (CLA) improved both development outcomes and organizational effectiveness. EDA’s rigorous research and intentional dissemination of findings has supported the design of voter outreach messages that reached over one million Liberians. At the same time, EDA bolstered local capacity to use scientific research methods and inspired international, government, and civil society partners to use evidence-based approaches in their work.