Using Born Learning Public Engagement Campaign to Build Support for Children New Hampshire Early Learning Coalition September 29, 2008
Download ReportTranscript Using Born Learning Public Engagement Campaign to Build Support for Children New Hampshire Early Learning Coalition September 29, 2008
Using Born Learning Public Engagement Campaign to Build Support for Children
New Hampshire Early Learning Coalition September 29, 2008
What’s happening here?
The New Math of Early Childhood
public awareness
+ parent education
x community mobilization ____________________________________ lasting early childhood system change
What Does That Look like?
Born Learning
Case Study
•
In budget crisis mode, Florida Legislature was cutting to the bone
•
United Way of Florida galvanized support for T.E.A.C.H
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Led process to identify, educate, persuade & activate business
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30 prominent business leaders recruited to call key legislators
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T.E.A.C.H survived
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Kept its $3 million when others did not
Strategies Behind the FL Success
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Re-invigorated informal statewide coalition
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Business engagement a focus
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Outreach to employers with parent material
– –
Targeted, enlisted & enrolled business as champions Connected business w/ hometown legislators
•
Active use of Born Learning tools
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PSAs as “visibility backdrop” & resource referral
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Parent education materials via partnerships (pediatricians)
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Communications tools to make the case to business
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United Ways took a leadership role
Q. What Is
Born Learning
?
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Free community engagement tools for early learning coalitions
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Unique national visibility designed for local adaptation
– $123 million worth of donated media, 700 local & state campaigns •
500+ downloadable tools, tips & templates to boost public awareness, caregiver education & community action
•
One strategy to reach family, friends & neighbor caregivers
– 12 million parents reached in first 2 years with PSAs & materials A. All of the above…
Born Learning
Message Framework: A Message of Reassurance & Prevention
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Telling stressed, overwhelmed parents, grandparents & caregivers that early learning isn’t hard or expensive…it’s nurturing relationships that matter
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Communicating that children are active participants in their own learning…literally born learning … and here’s how you can support learning
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Targeting adults impacting children in the early years
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Helping adults create environments to support a child’s social, emotional, cognitive development – at home, in child care & in the community
Launched in 2005 With Dual Approaches
•
Designed to help parents, caregivers & communities create early learning opportunities for young children – in 2 ways 1. National parent education effort with advertising & Web site ( www.BornLearning.org
) reaching mass audience of parents 2. Local or state-organized efforts to build public support and political will for early childhood programs, funding, systems
•
Campaign offers adaptable, research-based tools to support both approaches
•
create visibility for early childhood
• •
add value to parent education & outreach increase velocity to community mobilization efforts
Built on Partnership
• • • • •
United Way of America Families and Work Institute The Advertising Council Local & state business, government & nonprofit partners Strong national alliances
– Dolly Parton’s Imagination Library & First Book – Association of Children’s Museums – Parents As Teachers – National League of Cities – Birth to Five Policy Alliance
Born Learning
Community Engagement Tools
1. Raise awareness
• Increase visibility about early learning with Ad Council PSAs, media relations tips & templates
2. Educate parents, grandparents & caregivers
• Educate parents on child development & make it fun with “learning on the go” ideas in material & on Web site
3. Mobilize communities to action
• Build public will to make policy, program or budget change, with community action tools & technical assistance
Any Community Can Use the Tools at Any Stage
• •
PSA placement Public relations
Awareness
• • •
Localizing educational material Proactive material distribution Working with partners to target parents
Education
• • •
Targeting opinion leaders and policy makers Engaging stakeholders & volunteers Using multiple tools to drive your overall strategy
Action
Public Awareness
Born Learning
Awareness Opportunities
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PSAs to boost issue visibility & connect caregivers with resources
– –
Award-winning Ad Council ads to 24,000 media outlets TV, radio, print, billboard, Web ads (localizable by United Ways)
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PSAs have reached some 6 million parents
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55% of those who recall ads are changing behaviors
•
Driving 200,000 visits to parent Web site each month
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PR tools, tips & templates to help you generate headlines
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Marketing products to create buzz
Awareness Examples
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Detroit spent $2,000 to show print PSA at the movies
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Reached 30,000 people a week (for 6 months) with local resource # and “quick tip” supporting early learning in everyday moments
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Indianapolis, IN used template releases, messaging, tips to generate media “blitz” around importance of early learning
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Letters to the editor, positive articles and editorials, op ed columns, monthly e-newsletter, TV and radio appearances, public affairs segments & shows
Awareness, Parent Education & Partnerships Combined
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Seattle, WA
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Focused on partners & parents
• •
Material to 5,000 providers, libraries, doctors Worked with libraries in high-profile way
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Tapped into unusual allies with great visibility
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Minor league hockey team played PSAs during games & offered parent material at intermission
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Generated innovative media partnerships
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Clear Channel affiliate created early learning talk show
Awareness Tools
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TV, radio, print, billboard Web PSAs (English & Spanish)
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United Ways can localize radio, print & billboard
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Tools to pitch PSAs to media, present to leaders & track
•
PR tools
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Key messages
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Sample press release
– –
Editorial & parent columns Media coverage & event tips
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Targeted messages for opinion leaders
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Facts sheets on research & economic development case
–
Making the Business Case communications tools
Print PSAs
Billboard PSA in Spanish
Look, look I spy something green!
Awareness Tools for Marketing & Promotion
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Localizable promotional & marketing products
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Bookmarks, magnets
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“Buzz” marketing support – flyers, house ads, street banners, signage
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T-shirts, balloons, stickers, pens, rubber bracelets etc. from www.UnitedWayStore.com
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Folders, report covers, PowerPoint template, street invitations, name tags
Parent & caregiver education
Parent Tips at www.BornLearning.org
Parent/Caregiver Education Opportunities
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35 research-based educational products
– Downloadable & localizable to promote your organization, partners & sponsors •
Helps you maximize with strategic distribution tips & tools
– Ideas & strategies, especially for vulnerable populations •
Mostly written for 3 rd -grade reading level
•
Virtually all in Spanish (along with Spanish PSAs & Web site)
Your only cost is printing
Parent Education Examples
•
Reaching out to the faith community -- Atlanta reaches parents through pastors & pulpits
– – – –
Parent material included in church bulletins Churches host parent education seminars Pastors trained as parent educators Faith leaders speak from the pulpit about topic
•
Helping employers help employees
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Nationwide Insurance in Columbus, OH provides Born Learning new parent info to all pregnant employees
Parent Education Examples
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Engaging and enhancing government in new ways
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Even in budget crisis, every TN state agency reaching at-risk families & young children agreed to print & distribute Born Learning material
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Partnering with the health community
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Carlisle, PA birthing hospitals create Born Learning baby bags
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Highland City, FL, pediatricians post Born Learning posters in waiting and exam rooms with tear-off info sheets
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Salem County, NJ hosts luncheons for health care professions to show how to use Born Learning materials in their offices
Parent Education Examples
Connecting the dots with service providers -- Born Learning educational material included in packets from Greenville, SC’s child care R&R agencies, faith-based & GED parenting classes, Parents As Teachers & home visitor programs
Meeting parents where they are – Hawaii early learning coalitions fold Born Learning into neighborhood-based play groups targeting informal caregivers & prison-based groups for dads
Education Materials Fridge Tip Pad
Grocery store tip pad 15 parent tips for use in grocery store Magnetic pad English & Spanish Promote partners, sponsors
Recipes for Learning
60 different language & literacy activity cards Bound as booklet Organized into activities for infants, toddlers and preschoolers English and Spanish Localizable
Playbook Brochure
5 panel brochure helps make the most of a child’s playtime Also available in Spanish and downloadable PDF format
Kid Basics Card Ring
9 topical cards providing quick facts and recommended action steps Topics: well visits, connecting with kids, child care, sleep, play, dads, discipline, feeding, literacy Also available in Spanish & in downloadable PDF format
Your Child @ series
10 covering ages & stages
(English & Spanish) Birth 2 months 4-6 months 6-12 months 12-18 months 18-24 months 24-36 months 3 years 4 years 5 years Seal from American Academy of Pediatrics
Low-literacy version available Localizable cover for series
Parent Tools
12 guides for parents: checklists, logs and ideas/activities Topics include child care, feeding, sleep, fathering, activities with grandparents, making reading fun & understanding your child’s feelings Also in Spanish Localizable cover for series
5 Key Ideas Poster
11 x 17” poster highlighting key messages about creating a nurturing environment for a young child
• • •
Also available in: 3 rd -grade reading level 15 x 25 “supersized” Spanish
Can be used together with 5 Key Ideas stickers & “Begin with Love” video
Talaris Interstitials
:30 and :60 videos that model parent behavior & provide action steps Topics: storytelling, reading, print awareness 3 English / 1 Spanish Co-produced by Civitas & Talaris Research Institute Ideal for doctor’s offices, parent resource centers etc
(cannot be used on broadcast TV) Packaging can be localized
Parenting & Grandparenting Videos
Begin with Love & Grand parenting DVD Two 30-minute videos aimed at new parents (narrated by Oprah) & grandparents (narrated by Maya Angelou)
• •
Offers tips for connecting with young children Focused on responsive care giving &
• •
language & literacy outcomes Packaging can be localized Spanish version (different narrators) Begin With Love endorsed by American Academy of Pediatrics
Community Action Tools
Seven Rules of Public Engagement
1. Stages -- awareness, behavior change, engagement
2. Check out perceptions on the front end
3. Have a clear call to action 4. Messages matter – a lot 5. Target decision-makers & their influencers
6. Unusual bedfellows = great allies
7. Be opportunistic
(Adapted from Families & Work Institute)
Community Engagement Opportunities
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Integrate the visibility and parent education components to create a visible, robust platform for policy advocacy
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Consider a single day in the life of the legislator
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With coffee, reads an article, letter or column about local need
• • • •
Driving to work, hears radio PSA, sees billboard PSA & street banners At dry cleaner’s, sees parent material kiosk At the office, meets with business leaders advocating for kids At the Rotary Club lunch, hears a speech from business leader on problem
• •
In the afternoon, hears from local pediatricians about early learning On Saturday, sees a PSA at the football game & parent material at the library
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On Sunday, may see parent info in the church bulletin
Business Leaders = Unusual Allies AND Influencers
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Business leaders – CEOs, retired CEOs, Chamber of Commerce leaders, small business owners, major employers – have strong community standing
– Serve on influential boards & commissions – Social relationships with decision makers – Campaign contributors – Known for conservative fiscal approach – Star power in media activities •
They bring increased credibility & bigger megaphone
What Can Business Do?
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Business leaders can do more than give money:
– – – – –
Provide in-kind support Raise visibility of issue Generate opinion leader interest through Speaker’s Bureaus Recruit other business leaders Stand up for community change
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They can change the conversation
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Once they connect the dots … they’re passionate
They Are Effective Messengers & Recruiters
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Other business leaders
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Media leaders
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Education leaders
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Faith leaders
The more unusual allies supporting early childhood, the better
Business Engagement Case Study: North Carolina
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Business support made the difference in persuading NC Legislature to create nation’s first government-driven early childhood education program
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CEOs from Bank of America, IBM, Glaxo, Wachovia
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Testified in committees
– – –
Signed editorial columns Participated in press conferences Contributed money
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Their focus on Return on Investment changed opinions … – and outcomes
Community Action Examples
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Born Learning Trail
– New Haven partnership (university, K 12, child care providers, school readiness councils, Comcast) engaging volunteers to build interactive early learning trails at schools & child care centers
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Reaching out to business leaders – Small KS communities use template brochure & customized ppt to present to community groups on the issue
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Viral marketing – Communities of all sizes using flash video as e-communications for under-40 business leaders
Community Action Tools
Community engagement guide & tools
– –
Communications tools to make the case to business Proven business engagement strategies
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Born Learning Trail: a visible value-add to the community Online engagement tips from Families & Work Institute
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Outline of research basis & strategy behind Born Learning (could be adapted to any public engagement effort)
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Fact sheets with graphs & research that make the case
Make The Case to Business
Communications Toolkit
Designed for & tested with business leaders
• • • •
“Why Early Learning Matters”
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Adaptable ppt & brochure Champion Action Tips User Guide with proven strategies Flash video
Why Early Learning Matters
brochure online, adaptable & free (you print)
Making The Business Case
Flash Video
“A Tale of Two Children” flash video http://studio.unitedway.org/timeline/
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Early learning drama
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Can be used as ice-breaker, meeting starter
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Creating “buzz” e-communication business outreach
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Localizable
Born Learning Trail
Interactive, playful, visible & permanent
Using
Born Learning
to Drive Community Action
•
Using these tools for speaking opportunities & opinion leader outreach can reach business leaders and the people with authority to change systems and policies
•
Creating a “new icon” for early learning activity – like a
Born Learning Trail
– can attract new volunteers, attention and community visibility for the issue
•
The awareness, education and action tools can be part of a community change strategy to create public demand and build political will for progressive early childhood policy
Tapping Into
Born Learning
Build-A-Campaign: You Decide How It’s Going To Look
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Start with the end in mind
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Which awareness, education & mobilization tools could add velocity or save resources?
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Are there incentives for new partners, sponsors, activities?
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How will this support system change in short and long term?
Accessing
Born Learning
Tools
It’s all online, free to any registered Born Learning campaign (register at www.BornLearning.org’s Campaign Central)
Born Learning
Evaluation
•
Ad Council awareness tracking measures:
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perceived awareness and importance of the issue
– –
changes in attitudes and beliefs key changes in behavior that promote early learning
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Outcome & output activity tracking tools, templates
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activity tracking tools, evaluation models, measurements & more (on www.BornLearning.org
)
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It’s changing parent & caregiver behavior
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55% who saw ads are using everyday moments more to support learning for their children
For more on
Born Learning
For list of
Born Learning Born Learning
tools & products, or help accessing any tool, contact:
Mariana Florit
Communications Manager United Way Success By 6 [email protected]
(800) 892-2757, x279