Needs Improvement (1

Criteria Point) Developing (2 Points) Proficient (3 Points) Exemplary (4 Points)

The message is clear,

The message is unclear or
inaccurate. The target
Awareness audience is not clearly
& Clarity defined.
The message is clear and concise, and engaging. It
The message is informative about eAectively raises awareness
somewhat clear but may communication disorders. about communication
lack specifics. The target The target audience is disorders in a way that
audience is identified clearly identified and well- resonates with the target
but not well-developed. defined. audience.

The campaign uses

visuals and storytelling to The campaign uses powerful
The campaign may evoke evoke empathy and visuals, storytelling, and
The campaign does not some emotion but lacks understanding for people emotional appeals to create
Emotional evoke any emotional a strong connection with with communication a lasting impact on the
Impact response. the audience. disorders. audience and inspire action.

The call to action is

compelling and inspires the
The campaign has a clear audience to take specific
The campaign lacks a clear The campaign has a call and actionable call to actions to support people
Call to call to action or it is to action but it is weak or action that is relevant to with communication
Action unrealistic/unspecific. poorly communicated. the advocacy goals. disorders.

The campaign includes
Accuracy & inaccurate information or
Credibility lacks credible sources.
The campaign uses a variety
of credible sources (e.g.,
The campaign includes The campaign uses professional organizations,
some accurate accurate and up-to-date research studies) to support
information but lacks information from its message and build trust
strong credibility. reputable sources. with the audience.