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Early childhood Development and parenting Katerina Eleutheriou

Early childhood Development and parenting - YourSAy · parenting, to provide baseline measures and to inform qualitative structure Part 4: Concept testing (8 groups with parents)

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Early childhood Development and parenting

Katerina Eleutheriou

The physical, cognitive, social and emotional

growth, learning and change that is

influenced by the interplay between the

whole child, their genetics, the environment

and their relationships with others.

Healthy brain Unhealthy brain

What is it that parents can do in the early years that will enhance brain development and give their children the best life chances?

Parents reported often receiving inconsistent and

confusing parenting information from different

professionals and practitioners across different

disciplines, leading to misunderstandings and a

lack of confidence about how best to support

their children's development.

Parents want credible information provided through a range of communication channels, tailored to meet the preferences of groups in the community but the messages stay the same.

Inception and establishment

Part 1: Desk research and stakeholder consultation

Part 2: Quantitative omnibus (n=1000 parents of 0-8yrs old children)

Sheth Frazier segmentation Segmentation of the target audience to understand and enumerate variation in attitudes and behaviours relating to

parenting, to provide baseline measures and to inform qualitative structure

Part 4: Concept testing (8 groups with parents)

25 in-depth interviews with parents

1 online discussion board with parents

Part 3: Qualitative developmental research

Part 5: Development of the social marketing strategy

Children develop according to milestones not years

…They are not in the market for information or advice until they have an “issue”

That other parents have lots of good ideas

Factors to engage parents:

Empathy and realism

Control and choice

Holistic view of children’s development

Positive and hopeful tone

Factors to be cautious of with parents:

Common parenting approach

Parents are the primary influence

Importance of the 0-5 years

Factors to avoid with parents:

Generalising parents

Specific behaviours

Judgements (positive & negative)

Condescending language or tone

Engage parents with the campaign (enhancing brain development) while giving them practical, behavioural-based activities to do.