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Table 3 Process and impact evaluation methods for ‘Get Your Life Back’

From: ‘Get Your Life Back’: process and impact evaluation of an asthma social marketing campaign targeting older adults

Evaluation criteria

Measurement methods

Process evaluation

 

Implementation fidelity

Description of the extent to which the campaign was carried out as planned, including materials distribution and media exposure

Recall of asthma promotion

Baseline and follow-up questions about recall of asthma promotion in the community

Environmental factors

External factors that assisted and/or hindered the success of campaign implementation, including weather, competing news stories, and other interventions aimed at older adults

Impact evaluation

 

Campaign recognition and message recall

Follow-up survey questions on asthma promotion recall, specific message recall, location of campaign materials, materials recognition, and perceptions of who were the target audience of the asthma messages

Change in asthma knowledge

Baseline and follow-up survey questions on asthma knowledge, including specific symptoms and triggers

Change in perceptions of susceptibility to and severity of asthma

Baseline and follow-up survey questions on perceptions of susceptibility to, and severity of, asthma

Calls to an asthma information line

Number of calls to the peak asthma organisation during the campaign, compared to periods immediately before and after, and compared to the same 3-month period the year before

Visits to the ‘Get Your Life Back’ campaign webpage

Number of website visits during the campaign period and length of time spent on the site

Visits to the doctor or other health professionals

Self-report from follow-up survey

Other behaviours resulting from the campaign

Self-reported discussions about asthma as a result of the campaign from the follow-up survey