How to approach communication and dialogue to foster individual and social cahnge
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François LAGARDE Vice-President, Communications MARCOM Professional Development Annual Forum Ottawa, June 14, 2016 How to Approach Communication and Dialogue to Foster Individual and Social Change Lucie and André Chagnon Foundation Case Study
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Transcript of How to approach communication and dialogue to foster individual and social cahnge
François LAGARDEVice-President, Communications
MARCOM Professional Development Annual ForumOttawa, June 14, 2016
How to Approach Communication and Dialogue to Foster Individual and Social ChangeLucie and André Chagnon Foundation Case Study
Lucie and André Chagnon Foundation
Awareness & Dialogue Individual change
Books: The Ultimate Toy for Toddlers
Social change
Framing early childhood as a shared/collective responsibility
Upstream social marketing
Question Period
Outline
2
CHALLENGES REMAIN
10%
15%
Poverty among children
1996
2011 75%
69%
High school graduation
2007
2011
Vulnerability in kindergarten
1/4
We refuse to acceptthe inevitability of poverty.
- Claude Chagnon
’’’’
Community Mobilization Awareness and Dialogue Knowledge Development and Sharing
3 STREAMS
10
AWARENESS&
DIALOGUE
Share and use existing data to raise awareness, inspire dialogue and support decision-making
Provide information to convince stakeholders of the importance of educational success, acting early and working together, better and in a sustainable way
Promote dialogue and advocate for the adoption of measures/policies aimed at preventing poverty through educational success
Publicly acknowledge actors and actions
Awareness and Dialogue
12
Individual Change: Naître et grandir
Social Change: Early Childhood as a shared/collective responsibility
Observatoire des tout-petits Grande semaine des tout-petits
2 CASES
13
Aided awareness
Understanding
Behavior adoption +58%
66%
95%
Early Childhood Communication Mix
Midstream
Downstream
UpstreamSociety
Parenting
Milieu (family [including extended family] friends, living environments)
Specific parental behaviours
Recognition of parents’ role
Specific behaviours
Recognition of the importance of a child’s milieu(intrinsic value – not just supporting parents)
Everyone’s business, in everyone’s interest, for all children
Specific collective/environmentalmeasures
Achi
evem
ents
to d
ate
2016
-201
9 : “
it ta
kes a
villa
ge” a
ttitu
de
(bey
ond
pare
ntal
resp
onsa
bilit
y)
Grande semainedes tout-petits
FL20
1604
06
: comprehensive child development—one child at a time 19
TWO IMPORTANTQUESTIONS
HOW ARE YOUNG CHILDREN
DOING? (0-5 YEAR OLDS)
WHAT CHARACTERIZES
THE ENVIRONMENTS IN WHICH THEY LIVE?
21
FRAMING ISSUES FOR UPSTREAM SOCIAL MARKETING:THE ESSENTIAL ROLES OF COLLECTIVE RESPONSIBILITY, STORYTELLING, CITIZENS AND MIDSTREAM PARTNERS
It is hard to engage in upstream SM when an issue is framed as an “individual” responsibilityWe need to (re)frame it around shared/collective responsibilityE.g.: Early childhood development = parental/individual + it takes a village (midstream) + societal/collective responsibility
DISCUSSION STARTERS: FRANÇOIS LAGARDELucie and André Chagnon Foundation (Canada)24th Social Marketing Conference Building on the Legacy: Forging New PathsClearwater Beach (FL), June 18, 2016
Storytelling, citizens (those directly affected)
and midstream partners (those who help
people cope) are best qualified to talk about shared and collective responsibility (have the most credibility)
1) to provide downstream support (it takes more than willpower)2) to address root causes (upstream, prevention) See https://www.youtube.com/watch?v=lQW3NaWkdfU
Questions?Merci!François [email protected]
