The Infant and Toddler Messaging Guide Welcome Barbara
The Infant and Toddler Messaging Guide
Welcome Barbara Gebhard, Assistant Director of Public Policy, ZERO TO THREE Lori Mc. Clung, President, ACS Scarlett Bouder, Vice-President, ACS Rebecca Cohen, Senior Director, ACS advocacyandcommunication. org Infant and Toddler Messaging Guide 2
Purpose Message Trends Common Challenges Successful Messages Stronger case for investment in infants and toddlers advocacyandcommunication. org Infant and Toddler Messaging Guide 3
Methodology National message scan advocacyandcommunication. org Infant and Toddler Messaging Guide Field expertise 4
Importance of Context • Know your audience • Local or regional evidenced-based, data-driven messaging is most persuasive • Stay on top of data and developments to focus on issues that are “popular” in your community or state • How or who communicates each message is important • Context trumps national trends advocacyandcommunication. org Infant and Toddler Messaging Guide 5
Trends Messages fall into 2 categories: Outcomebased advocacyandcommunication. org Infant and Toddler Messaging Guide Program or servicebased 6
Outcome-Based Messages Healthy Development Use these messages when… Remember to… You have outcome data on a program or activity and want to show success in areas such as early childhood mental health, maternal depression, nutrition, and other health issues Use examples and context that a general audience can understand appreciate Strong Families You want to tie messages to core beliefs and Provide context for those not familiar with provide an emotional connection early childhood by painting the picture of what a strong family looks like Long-Term Success You want to highlight long-term success outcomes for young children, such as healthy relationships, ability to learn, or academic achievement Return on Investment You want to present powerful evidence of why the issue matters to a broader audience than just parents/families advocacyandcommunication. org Infant and Toddler Messaging Guide Highlight outcomes that are not too far into the future and connect children to school and community. They should be tangible, believable, and reliable enough to be understood by those without an early childhood background Make sure it makes sense for your audience 7
Example 1: Outcome Message: Side. Based By Side: Healthy Development Example: Example 2: • Early screening and identification of maternal depression has an 80% to 90% success rate and offers longdepression has an 80 to 90 term health care cost savings. percent success rate and It also helps support healthy offers long-term health care child development and costs savings. It also helps addresses issues of early support healthy childhood mental health development and addresses challenges. issues of early childhood mental health challenges. advocacyandcommunication. org • Early screening and identification of maternal depression has an 80% to 90% success rate and offers long-term health care cost savings. It also helps support strong families and healthy child development and addresses issues of early childhood mental health challenges. When addressed, children and youth are more successful at home, in schools, and in their communities. Infant and Toddler Messaging Guide 8
Program or Service Messages Use these messages when… Remember to… You want to connect the risk factors back to long-term outcomes and why they matter for the infants and toddlers involved Stay focused on one issue, do not get too detailed with data and examples, and pivot to a positive solution Service Provision You want to point out a problem, Offer a solution and explain why it Parent- Child Interaction outcomes, bolster other messages, to better resonate with a broad provide concrete examples, and audience integrate beliefs or core values • . Risk Factors • Messages focus on three main areas: • Risk factors address gaps in services, or matters, how it affects a child’s provide information to the public future, or why anyone should care • Service provisions about your services Family Involvement and Focus on a process rather than Add context, solutions, or outcomes • Family involvement or child-parent interaction advocacyandcommunication. org Infant and Toddler Messaging Guide 9
Side By Side: Risk Factors Example 2: Example 1: • Most mental health problems begin with early signs or identifiable risks. Even infants and toddlers in the first 2 years of life can experience risks or more serious conditions. advocacyandcommunication. org • Most mental health problems begin with early signs or identifiable risks. Even infants and toddlers in the first 2 years of life can experience risks or more serious conditions. When treated, children and youth with mental health problems are more successful at home, in schools, and in their communities. Infant and Toddler Messaging Guide 10
Side By Side: Family Involvement and Parent. Child Interaction Example 1: Example 2: • Quality infant care is centered on relationships. Young children learn and grow in the context of secure, trusting relationships with caring adults. advocacyandcommunication. org • Quality infant care is centered on relationships. Young children learn and grow in the context of secure, trusting relationships with caring adults. Loving and responsive caregivers lay the foundation so that young children get along better with their peers and family. Infant and Toddler Messaging Guide 11
Developing Messages That Work Present the issue, problem, and solution Paint a picture that is believable Highlight outcomes for children and the broader effect on society Successful Messages: Have data to back up claims and help tell the story Use concrete examples Embed a value or belief advocacyandcommunication. org Infant and Toddler Messaging Guide 12
1. Present the issue, problem, and solution Example One: • By the 3 years old, low-income children have heard 30 million fewer words than their middle-income peers. It is one of the key reasons why children living in lowincome families are unprepared for pre-K or kindergarten and enter school significantly behind their middle and higher income peers. This lack of a language and learning-rich home environment not only limits the development of children’s language and literacy skills, but it also affects their numeracy and social-emotional skills and inhibits all aspects of successful school readiness. advocacyandcommunication. org Infant and Toddler Messaging Guide 13
1. Present the issue, problem, and solution Example Two: Problem: By the age of 3, low-income children have heard 30 million fewer words than their middle-income peers. Why it matters: A learning-rich home environment encourages development of children’s language and literacy skills, affecting their numeracy and social-emotional skills. Solution: Supporting all families with knowledge and skills to increase parent-child verbal interaction and interactive experiences will ensure that all children are prepared to succeed in school. advocacyandcommunication. org Infant and Toddler Messaging Guide 14
2. Highlight outcomes for children and the broader effect on society • Decades of research show that family support programs are effective and ultimately save money for taxpayers. Quality programs lead to increased family self-sufficiency, lower health care costs, and reduced need for remedial education. For every dollar spent on these efforts, at least $2 in future spending is saved. advocacyandcommunication. org Infant and Toddler Messaging Guide 15
3. Have data to back up claims and help tell the story • Early screening and identification of maternal depression has an 80% to 90% success rate and offers long-term health care cost savings. It also helps support healthy child development and addresses issues of early childhood mental health challenges. advocacyandcommunication. org Infant and Toddler Messaging Guide 16
4. Embed a value or belief • Pediatricians are experts in child health, but parents are experts on their child. A team approach can best develop top physical, emotional, and developmental health for the child. advocacyandcommunication. org Infant and Toddler Messaging Guide 17
5. Use concrete examples • Kids don’t come with an instruction manual, sometimes families need help. Providing information to parents gives them the tools to identify and support social, emotional, and behavioral development so young children get along better with their family and peers. advocacyandcommunication. org Infant and Toddler Messaging Guide 18
6. Paint a picture that is believable • Parents play the most active and significant role in their baby’s healthy development. Young children learn and grow in strong families where parents are able to successfully face the challenge of caring for their children while meeting their work and other responsibilities. When we enact policies that nurture strong families, we allow babies and toddlers to thrive. advocacyandcommunication. org Infant and Toddler Messaging Guide 19
Checklist Tool Do your messages… If not… Avoid industry jargon? Simplify! How would you explain to a fourth grader? Use positive language? Find the upside and make that your approach. State a problem AND a solution, never one or the other? Always use both. If you don’t have a solution to recommend, find another problem to address. User data to back up points without being overly academic? Choose one or two compelling points and simplify the way you present them. Address benefits to society (ALL children), not just affected children? Think about what’s in it for those with older children or no children. Why should they care? Address results or outcomes for children? What’s the end result you envision? Address supporting parents or strengthening families? How do parents and families become more effective when your target issue is addressed? advocacyandcommunication. org Infant and Toddler Messaging Guide 20
Checklist Tool (continued) Do your messages… If not… Address “popular” issues in your community? How does your issue relate to the issues that are topmost on the minds of your audiences? Using these issues can allow messages such as the longused brain development argument to be “refreshed. ” Meet people where they are. Acknowledge and address where the audience is coming from and their values? Put yourself in the place of your audience member. What’s the most important from his or her perspective? Use a personal story to get the point across? Find a story from your network and use it to bring your issue to life. Relay a simple and clear idea? Remember that less is more. One compelling sentence always trumps a “ho-hum” paragraph. Get to the point and do not try to over-explain the issue. Use the right messengers? Identify the people most respected in your community and incorporate them in your messaging strategy. advocacyandcommunication. org Infant and Toddler Messaging Guide 21
Additional Resources • ZERO TO THREE’s Policy Guide www. zerotothree. org/public-policy/policytoolkit/ • ZERO TO THREE’s Communication Resources www. zerotothree. org/public-policy/actioncenter/communication-tools. html advocacyandcommunication. org Infant and Toddler Messaging Guide 22
Common Questions 1. How much should we distinguish between audiences? 2. What are common stereotypes of infant and toddler programs, and how do we address them? • “Babies on the Couch” • “Babies Taking Tests” • “A Family’s Responsibility to Take Care of Young Children, Not Society’s” 3. How should we talk about long-term outcomes for investments in infants and toddlers when it will take a long time before the benefit is realized? 4. Investments in infants and toddlers often benefit the family directly rather than the child. How do we talk about infant and toddler benefits? advocacyandcommunication. org Infant and Toddler Messaging Guide 23
Questions? advocacyandcommunication. org Infant and Toddler Messaging Guide 24
THANK YOU!!! Advocacy & Communication Solutions, LLC 1 -877 -872 -0122 www. advocacyandcommunication. org Infant and Toddler Messaging Guide 25
Sources American Academy of Pediatrics Arkansas Better Beginnings Arkansas Home Visiting Center for the Study of Network Social Policy Center for the Developing Children’s Defense Fund Minnesota Children’s Dental Health Center for Law and Project Social Policy Early Childhood Mental Thrive by 5 Washington Health Program Frameworks Institute Georgia Program for Infant and Toddler Care Georgia Department of Public Health Indiana Perinatal Network Indiana State Dept. of Public Health Maternal & Child Health National Alliance for Breastfeeding Advocacy National Center for Children in Poverty National Healthy Start Association National WIC Association Parent-Child Home Program Parents Helping Parents The Pew Charitable Trusts Home Visiting Project State of New York State of Oklahoma Texas Association for Infant Mental Health United Way of Lackawanna/ Wayne Counties—Success by 6 Urban Child Institute ZERO TO THREE advocacyandcommunication. org Infant and Toddler Messaging Guide 26
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