Majority of the communication programs require an evaluation for understanding how to make improvement in program or adaptation of different audience groups .
The Campaign of Commit Anti-Tobacco utilized local sources of communication for targeting heavy smokers across 11 cities. The design evaluation consisted of random based control comprising across the 11 cities in which the campaign was held and 11 cities in which the campaign was not held. For ensuring that the acknowledgment of this campaign stayed local, there was no use of national media by the program managers. It was reflected in the evaluation that there was no different in the number of smokers quitting in the cities of the campaign at 18 per cent and in the cities without the campaign at 18.7 per cent.
For this communication campaign, it can be stated that even though the design of evaluation was effective in scientific terms, it ended up constraining the key learning of the campaign. This was due to the need for using national media for the purpose of deriving maximum coverage.
On the other hand, unlike the limited Campaign of Commit Anti- Tobacco, the National Program of High Blood Pressure Education utilized the approach of Kitchen Sink. This involved the utilization of community, professional and mass media organization, for directing education regarding the problem of controlling blood pressure. No control group was involved for the evaluation. Instead, the evaluation was specifically dependent upon the inferences out of simultaneous occurrence of changes. The communication campaign was coinciding with an extremely wide change across the larger population. The design of evaluation was not permitting unequivocal inference changed as a result of the campaign. Examining other possible historical forces will not be suggesting any alternate explanations . The evaluation reflected clear responsiveness under the effectiveness of communication campaigns.