ABC will leave you with quantitative information you can use now and in the future. Behavior change campaigns should build on past successes, create positive change, and provide information for the next stage. We treat our projects as studies with the goal of publishing our results. This means two things. One, the scientific process minimizes assumptions. And two, future health campaigners can learn from what we have done and improve on it. Our goal with each job is that, if, 20 years from now, someone wants to know what happened with your project, they will be able to find our research and build upon it. This is how progress happens.