While many parents believe in the importance and value of high quality interactions with their children, there are many barriers that can get in the way of this happening. Whether that’s a shortage of time, ideas or confidence, many parents feel unequipped to improve the quality of interactions with their children
A research project to inform a consumer facing communications campaign, targeting a wide audience, including those rarely engaged by traditional parenting campaigns.
We identified that a communications campaign should be built around three pillars:
Elevate: There is a need to help parents understand the importance of and normalise high quality interactions
Educate: There is a need to help parents understand why high quality interactions are important, and to help them push back on outdated views on parenting that may be suggested to them by others that contradict this.
Equip: There is a need to show parents what good quality interactions look like and deliver tools that help them fit interactions into their daily activities
“We look forward to capitalising on Shift’s expertise in this area to gain a more detailed understanding of parenting techniques across the full spectrum of society.”
Chris Cloke, Head of Safeguarding at the NSPCC
We undertook a six stage methodology:
Scoping: a full review of current research and literature
Discovery: 60+ participants in Digital Diaries, contributing: 79 Videos, 539 images, 2509 posts
Interviews: 38 participants, including parents, healthcare professionals and NSPCC Local Campaign Managers
Opportunity Development: scoping the opportunity, interim workshop
Opportunity Testing: 9 x 2 hour focus groups, 8 x interviews with hard to reach parents, 5 x interviews with healthcare professionals
A quant survey: 2000+ parents and expecting parents took a 15 minute online quantitative survey
We spoke to a mix of mums and dads of chldren aged 0-5 years. We ensured that different groups and needs were represented in the sample – BAME groups, LGBTQ parents, single parents, mix of SEG, mix of working status, people experiencing poverty and social exclusion, people experiencing common mental health issues, parents of children with special educational needs Parents were represented from across the whole of the UK.
NSPCC begins research for national behaviour-change campaign
Third Sector Magazine, March 2018