One way we can evaluate a campaign's success is to study actual behavior changes, such as the number of people who sign up for gym memberships. This technique is useful because It allows us to know precisely what effects a campaign has had.

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This evaluation techniques is useful, but it's always difficult to know precisely what effects a campaign has had. For one thing, the campaign is not the only factor influencing people's attitudes and behavior. Second, campaigns often have indirect effects. For instance, the campaign may have reached influential members of the community, who in turn spread the word to others. Thus, people who were not exposed to campaign messages directly may still be affected by them. Third, sometimes the success of a health campaign is reflected in what does not occur over the long run. For example, the coordinators of a drug-free program in elementary schools may not know if they have been successful until the children involved are adolescents or adults, by which time they will have been influenced by many other factors as well.

One Way We Can Evaluate a Campaign's Success Is to Study