Social Marketing
Nutrition and Physical Activity


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.