Any expert will attest that media impacts are notoriously hard to measure. Despite extensive research and theories by academics, pundits and scientists, none has yet concocted the definitive recipe for measuring media influence. The field of development communications, Story Workshop's main arena of work, faces this challenge daily. Many factors may influence peoples' decisions to change behavior, and isolating media as the stimulus is often impossible and usually inaccurate.
Despite this, as we look around at our world, we know that media matters. Few would argue that, for better and for worse, media has the power to changes peoples’ lives – influencing their behavior and spurring them to change on a day-to-day basis.