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The ‘Influence’ module determines whether - and to what extent - the communications or intervention have had effects on how the target audience think and act in relation to the issue underpinning the goals of the communications, programme or intervention . Here we consider the effectiveness in terms of shifting awareness and understanding as well as the stimulation of behavioural responses ranging from propensity to seek information, recommend and take action. Importantly, we not only focus on the impact of the programme as a whole, but we also consider the effectiveness of the activities and the extent to which they knit together to make more than the sum of the parts. This can produce powerful insights about the relative effectiveness of different activities which can be used to guide future programme direction and investment.