This contribute describes the evaluation of the project "Genitori Più - Campagna di promozione della salute nei primi anni di vita" (Parents Plus - a health promotion campaign), developed during 2008-2009 in several Italian Regions. Genitori Più main objectives were to increase the knowledge and to change some behaviors in the health professionals working on birth path and in the parents, focusing on 7 determinants that have been proved important for the health of the babies. The evaluation followed the whole project with the constant implication of the project team using structured questionnaires. The evaluation surveys involved 5.961 health professionals and 5.819 parents, in particular mothers. In this paper we show how evaluation in health promotion can give to decision-makers several elements for re-thinking and adjusting the programs, using different evaluation strategy like longitudinal match over time or across different territories or across different strata of population. The evaluation showed how knowledge and behaviors are different in each territories involved in the project and between social classes, and showed much higher levels in the areas where the preventive intervention were more rooted.
Keywords: Public campaign, evaluation, health promotion.
Stefania Porchia, Stefano Campostrini, Leonardo Speri, Lara Simeoni, Mara Brunelli, in "RIV Rassegna Italiana di Valutazione" 50/2011, pp. 23-40, DOI:10.3280/RIV2011-050003