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Public Communication Campaign Evaluation: An Environmental Scan of Challenges, Criticisms, Practice


This article presents what has been happening in the field of public communication campaign evaluation in recent years. It examines evaluation challenges, criticisms, and practice and includes sections on relevant theory, outcomes, and useful methods for  designing evaluations. It ends with opportunities for the road ahead.

Primary Toolkit:

Communications Toolkit

Keyword Area:

Health Promotion and Health Education, Risk Communication, Social Media


Institutional Author:

Julia Coffman, Harvard Family Research Project





The NACCHO Toolbox is a repository of available resources to help local public health practitioners. Tools are produced by local, state, and federal agencies, as well as academic institutions and other stakeholders. The contents of this Toolbox are solely the responsibility of the authors and do not necessarily reflect any official recommendations of NACCHO. NACCHO makes no express or implied warranty with respect to the contents and disclaims liability for any damages arising from or connected to the use of the material in this Toolbox.