using born learning public engagement campaign to build support for children new hampshire early...
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Using Born Learning Public Engagement Campaign to Build Support for Children
New Hampshire Early Learning Coalition
September 29, 2008
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What’s happening here?
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The New Math of Early Childhood
public awareness
+ parent education
x community mobilization
____________________________________
lasting early childhood system change
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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– Led process to identify, educate, persuade & activate business
– 30 prominent business leaders recruited to call key legislators
• T.E.A.C.H survived– Kept its $3 million when others did not
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Strategies Behind the FL Success
• Re-invigorated informal statewide coalition
• Business engagement a focus – Outreach to employers with parent material – Targeted, enlisted & enrolled business as champions – Connected business w/ hometown legislators
• Active use of Born Learning tools – PSAs as “visibility backdrop” & resource referral– Parent education materials via partnerships (pediatricians)– Communications tools to make the case to business
• United Ways took a leadership role
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Q. What Is Born Learning?
• Free community engagement tools for early learning coalitions
• 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…
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Born Learning Message Framework:A Message of Reassurance & Prevention
• Telling stressed, overwhelmed parents, grandparents & caregivers that early learning isn’t hard or expensive…it’s nurturing relationships that matter
• Communicating that children are active participants in their own learning…literally born learning … and here’s how you can support learning
• Targeting adults impacting children in the early years
• Helping adults create environments to support a child’s social, emotional, cognitive development – at home, in child care & in the community
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Launched in 2005 With Dual Approaches
• Designed to help parents, caregivers & communities create early learning opportunities for young children – in 2 ways1. 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
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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
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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
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Any Community Can Use the Tools at Any Stage
• PSA placement
• Public relations
• Localizing educational material
• Proactive material distribution
• Working with partners to target parents
• Targeting opinion leaders and policy makers
• Engaging stakeholders & volunteers • Using multiple tools to drive your overall strategy
Awareness
Education
Action
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Public Awareness
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Born Learning Awareness Opportunities
• 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)
• PSAs have reached some 6 million parents • 55% of those who recall ads are changing behaviors • Driving 200,000 visits to parent Web site each month
• PR tools, tips & templates to help you generate headlines
• Marketing products to create buzz
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Awareness Examples
• Detroit spent $2,000 to show print PSA at the movies – Reached 30,000 people a week (for 6 months) with local
resource # and “quick tip” supporting early learning in everyday moments
• Indianapolis, IN used template releases, messaging, tips to generate media “blitz” around importance of early learning – Letters to the editor, positive articles and editorials, op-
ed columns, monthly e-newsletter, TV and radio appearances, public affairs segments & shows
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Awareness, Parent Education & Partnerships Combined
• Seattle, WA– Focused on partners & parents
• Material to 5,000 providers, libraries, doctors • Worked with libraries in high-profile way
– Tapped into unusual allies with great visibility• Minor league hockey team played PSAs during games &
offered parent material at intermission
– Generated innovative media partnerships • Clear Channel affiliate created early learning talk show
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Awareness Tools
• TV, radio, print, billboard Web PSAs (English & Spanish)– United Ways can localize radio, print & billboard – Tools to pitch PSAs to media, present to leaders & track
• PR tools– Key messages – Sample press release – Editorial & parent columns– Media coverage & event tips
• Targeted messages for opinion leaders – Facts sheets on research & economic development case– Making the Business Case communications tools
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Print PSAs
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Billboard PSA in Spanish
Look, look I spy something green!
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Awareness Tools for Marketing & Promotion
• Localizable promotional & marketing products
• Bookmarks, magnets
• “Buzz” marketing support – flyers, house ads, street
banners, signage
• T-shirts, balloons, stickers, pens, rubber bracelets
etc. from www.UnitedWayStore.com
• Folders, report covers, PowerPoint template, street
invitations, name tags
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Parent & caregiver
education
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Parent Tips at www.BornLearning.org
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Parent/Caregiver Education Opportunities
• 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 3rd-grade reading level
• Virtually all in Spanish (along with Spanish PSAs & Web site)
Your only cost is printing
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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 – Nationwide Insurance in Columbus, OH provides Born
Learning new parent info to all pregnant employees
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Parent Education Examples
• Engaging and enhancing government in new ways– Even in budget crisis, every TN state agency reaching at-risk
families & young children agreed to print & distribute Born Learning material
• Partnering with the health community – Carlisle, PA birthing hospitals create Born Learning baby bags– Highland City, FL, pediatricians post Born Learning posters in
waiting and exam rooms with tear-off info sheets– Salem County, NJ hosts luncheons for health care professions
to show how to use Born Learning materials in their offices
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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
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Education Materials Fridge Tip Pad
Grocery store tip pad
15 parent tips for usein grocery store
Magnetic pad
English & Spanish
Promote partners, sponsors
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Recipes for Learning
60 different language &
literacy activity cards
Bound as booklet
Organized into activities for
infants, toddlers and
preschoolers
English and Spanish
Localizable
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Playbook Brochure
5-panel brochure helps make the most of a child’s playtime
Also available in Spanish and downloadable PDF format
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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
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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
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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
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5 Key Ideas Poster
11 x 17” poster highlighting key messages about creating a nurturing environment for a young child
Also available in:• 3rd-grade reading level • 15 x 25 “supersized” • Spanish
Can be used together with 5 Key Ideas stickers & “Begin with Love” video
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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
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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
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Community Action Tools
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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)
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Community Engagement Opportunities
• Integrate the visibility and parent education components to create a visible, robust platform for policy advocacy
• Consider a single day in the life of the legislator
• 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 • On Sunday, may see parent info in the church bulletin
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Business Leaders = Unusual Allies AND Influencers
• 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
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What Can Business Do?
• 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
• They can change the conversation
• Once they connect the dots … they’re passionate
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They Are Effective Messengers & Recruiters
• Other business leaders
• Media leaders
• Education leaders
• Faith leaders
The more unusual allies supporting early childhood, the better
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Business Engagement Case Study: North Carolina
• Business support made the difference in persuading NC Legislature to create nation’s first government-driven early childhood education program
• CEOs from Bank of America, IBM, Glaxo, Wachovia– Testified in committees– Signed editorial columns – Participated in press conferences – Contributed money
• Their focus on Return on Investment changed opinions … – and outcomes
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Community Action Examples
• 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
• Reaching out to business leaders – Small KS communities use template brochure & customized ppt to present to community groups on the issue
• Viral marketing – Communities of all sizes using flash video as e-communications for under-40 business leaders
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Community engagement guide & tools
– Communications tools to make the case to business
– Proven business engagement strategies
– Born Learning Trail: a visible value-add to the community
– Online engagement tips from Families & Work Institute
– Outline of research basis & strategy behind Born Learning
(could be adapted to any public engagement effort)
– Fact sheets with graphs & research that make the case
Community Action Tools
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Make The Case to BusinessCommunications Toolkit
Designed for & tested with
business leaders
• “Why Early Learning Matters”
– Adaptable ppt & brochure
• Champion Action Tips
• User Guide with proven strategies
• Flash video
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Why Early Learning Matters brochureonline, adaptable & free (you print)
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Making The Business Case Flash Video
“A Tale of Two Children” flash video
http://studio.unitedway.org/timeline/
• Early learning drama
• Can be used as ice-breaker, meeting starter
• Creating “buzz” e-communication business outreach
• Localizable
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Born Learning Trail
Interactive, playful, visible & permanent
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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
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Tapping Into
Born Learning
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Build-A-Campaign: You Decide How It’s Going To Look
• Start with the end in mind
• Which awareness, education & mobilization tools could add velocity or save resources?
• Are there incentives for new partners, sponsors, activities?
• How will this support system change in short and long term?
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Accessing Born Learning Tools It’s all online, free to any registered Born Learning campaign (register at www.BornLearning.org’s Campaign Central)
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Born Learning Evaluation
• Ad Council awareness tracking measures:– perceived awareness and importance of the issue – changes in attitudes and beliefs– key changes in behavior that promote early learning
• Outcome & output activity tracking tools, templates– activity tracking tools, evaluation models,
measurements & more (on www.BornLearning.org)
• It’s changing parent & caregiver behavior – 55% who saw ads are using everyday moments more to
support learning for their children
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For more on Born Learning
For list of Born Learning tools & products, or help accessing any Born Learning tool, contact:
Mariana FloritCommunications Manager United Way Success By 6 [email protected](800) 892-2757, x279
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Questions and Answers
&AQ
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Thank You