The AHA is viewed as a very credible source. This view can be enhanced through better communication between the AHA's science and program components. The effectiveness of a program or message is often proportional to the strength of the science on which it is based. The visibility of programs for change in awareness and knowledge enhance public perception of the AHA and facilitate fund-raising. Too great a focus on fund-raising may dilute the message of change.
Behavioral change is more complex and usually requires awareness, knowledge, and skill.
Behavioral change may be the only appropriate outcome for certain programs or approaches. The intensity and cost of successful behavioral change programs is relatively high. Behavioral change may miss population segments that are less ready to change but at greater risk. Behavioral change can be targeted differently to reach those for whom behavioral change is cost-effective. It is impractical to aim programs and messages at those who will not or who do not need to change or for whom behavioral change will not alter disability or disease outcomes.