February Supporting Early Brain Development: What do Parents Need?
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- Kristin Willis
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1 February 2012 Supporting Early Brain Development: What do Parents Need? 1
2 Who we are The Best Start Resource Centre: Provides information, consultations, resources and training in the areas of maternal health and early child development to service providers Is a program of Health Nexus ( a designated bilingual organization Is partly funded by the Ministry of Children and Youth Services
3 Services of the Best Start Resource Centre Information sharing MNCHP Listserv & Bulletin Information requests & networking Resources Child Development Environmental Health Nutrition Postpartum Mood Disorders Reproductive Health, etc Consultations (on-site, off-site) Training Regional Workshops Annual Conference For info:
4 The campaign: from research to activities
5 A Campaign on Early Brain Development? What do parents know? What do parents not know? How are we going to tell them what they need to know?
6 Early Brain Development Pre-Campaign Research An environmental scan - 14 key informant interviews - A targeted internet search A parent survey Parent survey available at: beststart.org/resources/hlthy_chld_dev
7 Key Informant Interviews The pre-survey survey 14 Key informants interviewed on: 1. Awareness of other parent surveys on early brain development 2. Awareness of other campaigns on early brain development 3. Suggestions for questions to be included in the parent survey 4. Suggestions for the upcoming campaign 5. Other key experts whom Best Start should speak to
8 Key Findings No existing parent surveys or large scale awareness campaigns on early brain development Should make use of existing resources as much as possible Tone of the campaign should be positive and helpful Need basic key messages grounded in research
9 Parents Survey Purpose: to determine parental knowledge on early brain development and gauge information needs On-line, January 2011, Leger Marketing. 512 Ontario residents, parents of children aged 0-6 years and/or pregnant
10 How Much do Parents Know???
11 Perceptions and Understanding of Early Childhood Development Most parents know that: Infants are able to communicate using facial expressions, sounds, cries, gestures and body language (96%) Social and emotional skills are as important for school readiness as intellectual skills (95%) The average one year old can understand many more words or phrases than they can say (93%)
12 However 12% of parents felt that babies cries and signals did not indicate a genuine need for parental attention (babies < 1 year old) 31% of respondents believed that picking up an infant every time they cry will spoil them
13 Perceptions and Understanding of Early Brain Development Most parents understand that there are periods when the brain is more responsive to stimulation from the environment (81%) There was a high level of knowledge about a number of factors that affect early brain development
14 However Parents believed that: Products that claim to increase infant intelligence are grounded in strong scientific research (41%) More on learning the basics (reading, writing, arithmetic) in preschool and less play time will help increase a child s intelligence (40%)
15 Parental Behaviours to Support Early Brain Development Most parents correctly identified a number of activities that could have a positive impact on their child s development during the first three years: Playing with them (94%) Stimulating their five senses (93%) Reading to them (93%) Providing a healthy diet (93%) Providing daily physical activity (90%) When to start? Right at birth! (90%)
16 However Many parents felt that nurturing their child s brain required special equipment and toys: Flash cards (34%) Tools designed for babies and toddlers (e.g., TV, DVDs, computer programs, website activities or games) (32%)
17 Information Needs Top things parents want to know about brain development in babies and young children: (unprompted) Diet/ Nutrition (33%) Activities to support brain development (22%) Research recommendations (do s and don'ts - 14%)
18 Which media do parents see/hear the most? Internet (94%) Television (82%) Radio (72%)
19 Where Would they Access Child Development Information? Health care providers (92%) Parent programs such as Ontario Early Years Centres (75%)
20 So. What do Parents Want? Simple, research-based information to help them in doing what s best for their child, at each stage of development This includes: Basic messages about early brain development and what it means for infants, toddlers and their parents Characteristics of safe, engaging environments for babies and young children
21 However What they don t want/need is: Generic messages about the importance of the early years, the critical role parents play, and the lifelong influence of a child s early experiences Detailed explanations regarding the science of early brain development
22 Key Messages Needed You can t spoil a baby with too much attention or love You don t need special products to develop your child s brain Stimulating activities do not always mean structured ones Talk with your baby to create interactive, language-rich environments from birth
23 The Bicycling Babies
24 The Campaign - Process Assess needs, strategies, etc. Form an advisory committee Develop key messages Develop materials (in progress) Focus test materials Implement/Disseminate (launch Oct 2012) Evaluate
25 The Campaign Key Messages Start early Love builds brains Playing builds brains Health builds brains Baby s world matters
26 The Campaign Main Deliverable A bilingual website 14 short videos (2-5 mins) 1 «keystone video» Additional information Links to other websites
27 The Campaign Development Issues Bilingual from the start! Need «real» families people can identify with Need expert comments Need simple language Need to cover a large number of sub-topics Needs appeal.
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29
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31 The Campaign Main Deliverable
32 Key Players in Dissemination Parent Programs (e.g., OEYC) Health Care Providers
33 Additional Supports for Service Providers Bilingual magnets with support display Free mail distribution to OEYCs Additional materials available for purchase from Best Start
34 Bilingual tear-off pads Additional Supports for Service Providers Initial free distribution to health care providers at select conferences (family physicians, obstetricians) Additional materials available for purchase from Best Start
35 Additional Supports for Service Providers Bilingual ready-to-use workshop DVD & Facilitator Guide For group or one-on-one use Priority groups: OEYCs Additional materials available for purchase from Best Start Online versions also available
36 Paid advertising (some ) Web-based Radio, newspapers (News Canada) Magazine Additional Supports for Service Providers
37 Additional supports Camera-ready ads Articles Text for radio PSAs Web buttons Sample press releases Additional Supports for Service Providers
38 The Campaign Additional Outreach Open to all free options! Links from other websites Articles in association newsletters Articles / mention in listservs Presentations at conferences Etc.
39 Focus Testing Planned for April Need some French & English parents
40 Other cool websites Center on the Developing Child Harvard University developingchild.harvard.edu/index.php/resources/multi media/videos/brain_hero/
41 Other cool websites Zero to Three Baby Brain Map
42 Parents2Parents Other cool websites
43 Other cool ideas Quebec campaign Help Them Grow fondationchagnon.org/en/index.aspx
44 Another cool idea
45 Coming in October
46 Thank you! Best Start: Ontario s Maternal, Newborn and Early Child Development Resource Centre or
EarlyBrainDevelopment. Parent Knowledge in Ontario, 2011
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