Parent's Campaign
2006 (Phase Two of Healthy Respect)
Timings
Launch on Monday 15th May (to co-incide with the UN International Week of the Family). ‘Drip’ campaign that will run at intervals until Mid September.
Background
The evidence for developing a parents’ campaign is based on a systematic review of parenting programmes which involved parents in the promotion of positive sexual health among young people. Healthy Respect and the Medical Research Council jointly commissioned the review. A key findings was that ‘quality family time’, rather than just communicating about sex and relationship issues, has a significant impact on delaying the onset of early sexual behaviour, and on other risk taking behaviours by teenagers (Fullerton, D. 2005). For more information have a look at the ‘More than Words’ document in Resources library.
The campaign's aims to raise awareness with parents that quality family time has a beneficial effect on their children’s life style choices in the future, and provide parents with practical information on the range of activities that constitute ‘quality family time’ and how best to achieve them.
Message
When you spend quality time with your child, you are having a positive effect on the lifestyle choices (risk taking behaviours) they will take in the future.
Target Audience
Parents/carers of pre-teens living in Edinburgh and the Lothians with a particular focus on Northwest Edinburgh and Midlothian
Significant adults (family friends, grandparents, aunts, uncles etc) in the life of the above pre-teens
C1, C2, D, E (equivalent to depcats 4-7)
Objectives
Support the concept of quality family time and what is meant by quality family time.
Encourage parents to build on the quality family time that they may currently have with their children
Inform parents of pre-teen aged children that there are many ‘unseen’ benefits of quality family time ie research has found that spending quality family time when your kids are younger will help them avoid a host of risky behaviours ewhen they are older
Sign-post parents to the new Healthy Respect parents website.
Call To Action
For more informtion on parenting and quality family time, go to http://www.parentsgethealthyrespect.co.uk/
Communication Channels
Media:
- Radio (3 adverts on Radio Forth and Xfm east coast, radio promotion with radio Forth and competition tie in to website)
- Press adverts (Midlothian Advertiser and North Edinburgh News
- Information leaflet (snap-fax style) door dropped to specific post-codes and to variety of venues including GP surgeries, supermarkets, leisure centres (n= 38,000)
- New website (http://www.parentsgethealthyrespect/).
- PR activities (press features, newsletter articles and radio interviews with key spokespeople)
Agencies
Advertising Agency
Media Buying Agency
Research Agency
Developmental research/pre-testing
- Scott Porter Research & Marketing Ltd.
Pre and post campaign tracking
- Scott Porter Research & Marketing Ltd.