Evaluation is the process of figuring out the quality, importance, amount or value of something. Measures and outcomes are included in the evaluation process. In this instance we are evaluating if the communication objectives in the campaign were appropriate and effective. The communication objectives used in the Tips from Former Smokers campaign include raising awareness about the dangers of smoking, increasing knowledge on how harmful smoking can be to the body and all the health problems that can come along with smoking. Another communication objective used is to break the cycle of misinformation. By getting personal stories from real former smokers, this campaign is focusing on factual real-life information and real-life stories that people can relate to. Impact evaluation is a good methodology to use when it comes to this campaign. Seeing results and gathering data to see how impactful this campaign has been and how many people it has been able to reach and help quit smoking. I think a major goal of this campaign is to be impactful, so using this method will help assess if the objectives were met. If the number of smokers decrease, then the campaign is successful. If the campaign makes an impact on people, then the objectives have been met. I would recommend putting together a focus group or a non-biased group mixed of smokers and nonsmokers and let them evaluate our campaign to see how much of an impact it actually had, seeing if
this campaign leaves the group with something, or wanting more information can help determine if it is successful. By keeping the group nonbiased we can make sure that it is an ethical evaluation with no stakeholders having a say in the evaluation process to remain
ethical.
