Evaluation Plan

The primary individual effectiveness outcome is self-reported healthcare use at 3 months after service initiation. Individual-level effectiveness will be assessed with pre-post helpline user cohorts. Population-level effectiveness will be assessed using emergency department presentation data for low back pain in the campaign region. Reach will be assessed by comparing awareness between regions and by analyzing helpline call rates before and after campaign launch. Implementation fidelity will be assessed using a codesigned checklist aligned with Australian Low Back Pain Clinical Care Standards.