Number of people in the primary audience recall seeing the campaign.
Location that people report seeing the campaign assets.
Message recall
Number of people in the primary audience who recall the campaign activities they participated in.
Number of people in the primary audience who recall the message(s) or call to action from the campaign.
Community-programming recall
Number of people in the primary audience who recall community-based sources of campaign information, for e.g., emo-demos, conversation groups, demonstrations.