The evaluation of the Hans-Bredow-Institut focuses particularly on the use of different access points and elements of the campaign, as well as on the understanding and interpretation of the messages by the parents. Therefore, from July 2015 to April 2016, 30 interviews were conducted with parents and experts.
The project was carried out as commissioned by the Hamburgischen Arbeitsgemeinschaft für Gesundheitsförderung e.V. (HAG) [Hamburg Committee for Health Promotion e.V.] and the Hamburger Behörde für Gesundheit und Verbraucherschutz (BGV) [Hamburg Health and Consumer Protection Authority]. The interviews shall clarify if the objectives of the campaign have been achieved. Thereby, it is of particular interest to what extent the different access points and elements of the campaign are used and how the messages of the campaign are understood by the target group.