Table 1.

Properties added to the taxonomy proposed by Dorfman et al (1).

Property	Reasoning
Campaign name	The campaign's name can be able to highlight the action novelty's level. New campaigns bring similar slogans compared to previous campaigns, losing their impact.
Ads type	Detailing the advertisement type allows greater accuracy when making comparisons about the effects produced by them.
Topic area	Topic area can demonstrate that there are subjects that can have repercussions on audiences, depending on the values and social representations that they carry out in different societies, as well as knowing if a subject remains in evidence over time.
Launched/sponsor by	Understand whether a public campaign is launched by a government entity, an NGO or by the social action of a private company can produce differences in strategic and impact terms.
Amount spent	The amount spent compared to the identified impacts can be a strategic way of measuring the quality of investment in health communication actions.