Health campaigns aim to increase awareness and knowledge, influence attitude, and change behavior. Efficacy and effectiveness are two common measures of intervention effect on these cognitive and behavioral outcomes. While efficacy studies test the effect of message or treatment in ideal and controlled conditions, effectiveness studies test the performance of health intervention programs in usual real‐world circumstances. As efficacy study is explanatory in nature, and effectiveness study is pragmatic in nature, a trickle‐down model of progression from efficacy study to effectiveness study was proposed early on to illustrate how research can be translated into practice. Researchers, however, have questioned whether the success from laboratory efficacy studies can be generalized or applied to real‐world campaigns or effectiveness studies. With standardization and strict protocol, efficacy studies have been proven successful in testing intervention effect in experimental design, and thus have high internal validity. On the other hand, effectiveness studies usually take place in real‐world settings, allowing population‐based samples to be naturally exposed to campaign messages, and thus tend to have external validity. Valued for high generalizability and policy relevance, an ideal campaign effectiveness study will balance the validity equilibrium to a point where a satisfactory message efficacy accompanies a high degree of generalization by replicating the study in a real‐life setting.