The session on Goal focused on how to measure behavioural change, through a logic model or Theory of Change. When defining the target audience, an audience segmentation can help focus a campaign on a specific part of the audience – in combination with in-depth research of the audience.

It is important to use credible voices, to go where the target audience is and to do no harm. Meanwhile, a Call to Action should be easy, clear and feasible. When a campaign’s goal is defined, the Call to Action is easier to measure. Participants’ feedback will feed into the ex post.