Public Awareness Campaigns

Public awareness campaigns (PACs) can be an effective component of a comprehensive strategy to promote change at the level of the individual, organization, community, or society. This report provides an introduction to PACs and reviews awareness campaigns specific to child maltreatment and intimate partner violence. Campaign evaluation is essential for understanding whether and how a campaign is associated with intended changes in behavior, policy, or norms. This report describes the stages of campaign evaluation, provides specific examples of metrics, and discusses potential challenges inherent to campaign evaluation. The report concludes with ten best practices for implementing an effective public awareness campaign based on this literature review.