After a campaign, drive or event it’s important to look back and reflect on the work that was done, its impact and how your organisation could improve its approach in the future. By doing an honest self-assessment, your organisation can both improve the effectiveness of the work done in the future by focusing on messages and strategies that make an impact, and by developing and adapting less successful elements. It’s important to be as open and objective as possible in this phase to ensure that the process delivers results.