Step 4: Gather Credible Evidence
What to Measure for Social Marketing Programs?
Measuring Policy and Environmental Changes
If your program was designed to create policy or environmental changes, this is
something you'd want to evaluate as well.
Once a policy or environmental change has been enacted or implemented, you
probably want to evaluate how well the implementation and enforcement occurs and
if the changes make a difference to the end user. For example, if your program's
objective was to add sidewalks in a low-income neighborhood, the evaluation is
initially straightforward. Did the city council vote to approve funds for
installing sidewalks in the neighborhood? If so, were the sidewalks installed?
You may want to go beyond that step if you have enough resources and find out if
neighborhood residents are using the sidewalks and if they are walking more now
than they were before.