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Formative Research

Problem/Opportunity Statement The Positive Parenting Community Committee (PPC) is based in the Region of Waterloo made up of fifteen independent organizations, who share eight principles that support the philosophy of positive parenting. “Positive parenting” can be defined as “a specific approach to parenting that emphasizes the importance of the relationship between caregivers and children that is child-centered, promotes non-punitive consequences for children’s behaviour, and encourages positive reinforcement and consistent boundaries.” 1 Due to the prominence of the international Positive Parenting Program (Triple-P) in the surrounding regions of Peel Region and the County of Wellington (Guelph), the Region of Waterloo felt the need to develop a parenting program to meet the diverse needs of the community. If a positive parenting program is not implemented within the Region of Waterloo, children have the potential to develop negative emotional or behavioural problems.2 Situational Analysis Purpose of Positive Parenting Community Committee:

• Promote the importance of Positive Parenting. • Create a network of community partners that will plan and implement activities in accordance

to positive parenting philosophy.3 The organizations that make up the membership of the PPC are: Waterloo Region District School Board, Region of Waterloo Public Health, Waterloo Region Family Network, Autism Services Waterloo, Carizon Family and Community Services, Kinbridge Community Association, KW Counselling, Monica Place, Our Place Family Resource and Early Years Centre, Project Read Literacy Network, Region of Waterloo Home Child Care, Region of Waterloo Immigration Partnership, Salvation Army, YMCA Ontario Early Years Centre, YWCA of Cambridge. As a new committee, Positive Parenting Committee is in need of developing a strategic communication plan that enables them to garner acceptance from the identified key public that the fifteen organizations that make up PPC support the eight shared principles Positive Parenting. The eight principles are: 1. Parenting is a life-long learning process. 2. Parent(s) are their child’s first teacher and they know their child best, recognizing that children are capable and competent and able to take part in the learning process as a partner. 3. Positive parenting emphasizes the importance of parent(s) engaging with their children to develop positive strategies for expressing their emotions, understanding their temperaments, and managing their behaviors.

1 Positive Parenting Community Committee- Terms of Reference 2 Morris et al. 2004: 2 3 Positive Parenting Community Committee- Terms of Reference

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4. Positive parenting contributes to supporting optimal child development throughout the ages, recognizing the importance of the impact in the early years. 5. Positive parenting is a proactive, non-violent and non-punitive approach that strengthens relationships between parent(s) and children. 6. Positive parenting invests in the wellness of parent(s), therefore investing in the well-being of children. 7. Positive parenting supports need to be accessible for all children and their families. 8. Positive parenting supports provide opportunities to enhance connections between parent(s), their peers, and their communities.4 The committee agrees that these principles are presented in professional terms that need to be simplified and rewritten in order to be meaningful, and for parents to understand. Secondary research suggests that PPC needs to create a communication plan that targets the general public in understanding the principles of positive parenting and what they look like, as well as targeting the secondary audience of health care professionals. The general public need to be made aware that PPC is not a philosophy that believes in leniency, but is non-punitive in nature. PPC also hopes to raise awareness that the committee provides a “one-stop shop” hub for services for parents and children to receive support. In order to better understand the situation data was gathered through online surveys and interviews. The surveys were conducted in order to know what the perception of positive parenting is within the communities of the Region of Waterloo and whether there is interest to learn what it is. Various socioeconomic neighborhoods, variety of cultures and religious backgrounds were surveyed in order to receive diverse responses. Online surveys were distributed through social media in order to reach a younger demographic. Organization Analysis: Organizational research conducted on the competitor program Triple-P includes literature research & interviewing a member from Early Years Niagara who are implementing Triple-P. Based on the information provided by PPC including terms of reference, committee shared principles, community inventory survey and primary research a SWOT analysis was conducted. Strengths:

• A committed membership to the philosophy of positive parenting, that are well known and respected that are affiliated with the committee.

• A large knowledge base of professionals. • The concept of positive parenting is engaging and supported once people are aware of its

meaning. • The Region is also in support of coordinated efforts that allow for seamless delivery through a

single facet.

4 Positive Parenting Community Committee- Shared Principles

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Weaknesses:

• PPC currently has no budget for this campaign. They are looking to obtain funding from different organizations in the Region.

• Meetings are once every two months, too infrequent to be effective. • A lack of commitment due to no full-time volunteers. • Branding confusion of what PPC is, and their shared principles that lack user friendly language-

difficulty in knowing how to speak to their audience. • A non- user friendly, attractive website that makes navigation and location of resources simple. • Lack of seamless coordination of services. • PPC made us aware that many doctors are referring parents to the Triple-P program. • Lack of social media & public outreach

Opportunities:

• In October the Government of Ontario will be launching a positive parenting campaign that will reinforce the efforts of PPC.

• The current trend of enforcing positive thinking, particularly in regards to positive parenting. • An opportunity for funding due to reinforced legitimacy of positive parenting. • The potential to develop engaging material to deliver the message. The organization would like

to have their key messages that are still be developed for the general public, displayed on billboards, buses and other forms of media.

• The possibility of exploring social media for their campaign and going forward for their committee.

• Health care providers are influential opinion leaders in society, they are an important ally in this campaign, in promoting alternate positive parenting outlets

• As mentioned above this is not a program offered in the Waterloo Region. • Using a family doctor/credible as a spokesperson • Adopting the similar strategic tactic in using ethnically diverse children in order to appeal to all

cultures within the region Threats:

• Assumptions of what positive parenting entails- lenient and non-assertive. • Other organizations vying for funding. • Criticism of the Region not implementing Triple-P- seen as the only way to present positive

parenting. • Triple-P is implemented in 21 regions within Ontario

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Public Analysis Key Public The key public are parents of children within the age group of 0-7. These parents are the most likely to use and be open to accepting the positive parenting philosophy as supported by the interviews. 70% of parents of children within this age group that were interviewed expressed a desire to further learn what positive parenting is in order to fully understand the philosophy. Parents of these children within the age group were found to be more aware of what positive parenting is compared to parents of children who are eight and older. The services that are affiliated to PPC within the Region of Waterloo, cater mainly to the age group of 0-6 years with 82% of organizations providing services for children 0-3 and 61% of organizations providing services for children 4-7.5 Eliminated Publics The publics that were eliminated include, parents of children ages 8 and over, the general population of caregivers and what has been deemed as all individuals caring about children. Parents with children over the age of 8 have been eliminated due to primary interviews and survey research that suggests children under the age of 7 are more receptive to the positive parenting initiatives that are set out by the committee. As well, parents that were surveyed with children in this age bracket (over 8) stated that they were not interested in using such services. Many felt that they were beyond needing assistance of such a program in raising their children at this point6. The general population of “caregivers and people that care about children” were also eliminated as potential publics because through interviews and surveying it was found those that would fall into a grandparent category or others were uninterested and latent regarding the concept of positive parenting. They referred to themselves as “past” needing the services of a positive parenting program. People within this bracket are unlikely to pay attention to such programs and are also unlikely to push forward the philosophy of positive parenting, considering themselves unaffected by the issue. Parents who support the concept of positive parenting are the ones that would push the message and philosophy with those that care for their children. Stage of Development The target publics to this campaign have been described as latent in regards to positive parenting philosophy and services. Latency has arisen due to the lack of knowledge about parenting services and an overall disinterest and uninformed population. When asked if they were aware of the concept of positive parenting and what it looked like, 90% of respondents stated they were unaware of what the concept entailed. They were also provided with the opportunity to describe what they thought the concept was about, and a majority of responses did not align with the principles of positive parenting set out by the committee. However, 10% of responses did include an aspect of non-punitive punishment and positive reinforcement. Generally, individuals that responded did not feel the need to attend any parenting programs. 25% of respondents in this category, felt that their children were too old to benefit from the philosophy, 43% of respondents stated they did not have the time to learn the concept and 32% within this category were not receptive in learning what positive parenting is. Analysis of Key Characteristics

5 Positive Parenting Community Committee- Inventory Survey 2014 6 Positive Parenting Interview Conducted February 25-27, 2015

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Parents of children aged 0-7 Parents of children in this age group are aware of the importance of the development of their child. Thus, parents of children in this age group are more receptive in attending parental programs to assist in guiding positive principles and understanding how to incorporate the principles into their own parenting. This public is willing to encompass developmentally appropriate strategies to guide their children’s behaviour. Out of the 100 parents that were interviewed or participated in the online survey, 99% of the parents were unaware of the Positive Parenting Committee.7 Positive parenting will educate the key publics on the importance of having a child centred relationship that encourages positive reinforcements, consistent boundaries and has non-punitive consequences for the child. This public seeks information online, but requires further guidance and information on what to search for. Although they have an interest in searching for parenting information, positive parenting concepts are left out due to the lack of knowledge of the philosophy. 25% of respondents expressed a perceived stigma of reaching out for help.8

Benefit Statements

1. By accepting the positive parenting philosophy, you will be equipped to make a lifelong positive impact on your child(ren).

2. By accepting the positive parenting philosophy, you will strengthen your communication with your child(ren) to have mutual benefiting relationships.

3. By accepting the positive parenting philosophy, you will learn how to positively manage your child’s behaviour.

7 Positive Parenting Interview Conducted February 25-27, 2015 8 Positive Parenting Interview Conducted February 25-27, 2015

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Strategy

Goals & Objectives The goal of this campaign is to increase acceptance of the positive parenting philosophy amongst parents of children ages 0-7 years within the Waterloo Region. As well to direct parents to a base of resources that provide a consistent approach to positive parenting. Objective To have an effect on the acceptance of parents of children ages 0-7, specifically to increase their positive attitudes towards the philosophy of positive parenting. Measurable Objectives

I. After 6 months of the launch of the campaign, current levels of acceptance will be measured by the number of “likes” on the organizations Facebook page. 500 “likes” after 6 months will indicate success of the campaign in encouraging acceptance of positive parenting philosophy.

II. After a year since the launch of the campaign, acceptance will be measured during the registration process for the organizations when 15% of parents indicate their referral was through one of the tactics used within the campaign.

Response & Action Strategies Proactive Strategies: Proactive strategies will be utilized due to the fact an initiative acceptance campaign will be launched to engage the target public in accepting positive parenting philosophy. The following action strategies will be used to influence the target publics’ behavior:

I. Alliances & Coalitions- During this campaign, alliances and coalitions are a beneficial strategy to utilize in fostering the message of positive parenting. Through forming internal alliances with prominent organizations within the committee/ region such as YMCA Early Years Centre, YMCA, Waterloo Region District School Board and Waterloo Region Public Health this provides a medium to access the target public, as well as providing a credible source for our message to permeate from. The approach of strength in numbers will be utilized for this campaign in order to influence the target public to accept the philosophy of positive parenting. Forming external alliances with physicians and pediatricians is also essential in the success of meeting the objectives of the campaign. Physicians are formal opinion leaders within the community that are well respected, and publics are likely to follow expert advice from such sources.

II. Transparent Communication- This campaign will focus on transparent communication of the organization’s key messages and philosophy to enhance a relationship with its public. Open and visible activity by the committee will allow the public to understand the organization and support its philosophy. Transparent communication will further emphasize a relationship with the public, particularly if the communication is opened up to the public allowing for input within the committee. Publics that are able to engage in two-way communication with the

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committee establishes trust within the services and an opportunity to express needs and desires of services and their delivery.

Message Sources

I. Spokesperson i. A physician will be targeted within the Waterloo Region as a spokesperson for the

campaign. In order to be perceived as a credible source to the public, the physician selected will ideally have children in order to be presented as credible to speak for the positive parenting philosophy and the targeted public will be able to relate to him/her.

ii. YMCA Early Years Centre Employee- An employee who has a dynamic personality who is attractive and is persuasive in nature will be selected to be a partner spokesperson on positive parenting. This employee will be selected because the YMCA is a prominent community fixture that the general public, and our target public is aware of according to our polling information. Because of the YMCA’s prominence, this places them in good standing as a spokesperson that is both recognizable and amiable.

Message Appeals & Key Messages

• Rational: this campaign will focus on values of positive parenting as well as parental values and moving forward with accepting the philosophies of positive parenting as a socially acceptable method of parenting. Testimonials from a family doctor will be utilized in order to make the positive parenting philosophy more credible.

• Emotional- the campaign will focus on a “love” appeal in that family togetherness and connection are part of the key messages of the committee. We will appeal to the virtue of learning and parents acting compassionate towards their children in order to engage in a positive lifestyle.

Key Messages

• Positive parenting emphasizes the importance of parent(s) engaging with their children to develop positive strategies for expressing their emotions, understanding their temperaments, and managing their behaviours.

• Positive parenting contributes to supporting optimal child development throughout the ages, recognizing the importance of the impact in the early years.

• Positive parenting is a proactive, non-violent and non-punitive approach that strengthens relationships between parent(s) and children.

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Verbal Communication • One point of view will be posed in that positive parenting is beneficial for parents and children

who subscribe to the philosophy. A conclusion will be drawn that parents should adopt the positive parenting philosophy to promote a positive lifelong connection between parents and children.

• The message will be clarified through the use of language at a general public level according to the fog index. The key messages are scaled at 6.1 which is considered to be universally understood.

• Power words/phrases will be utilized such as: “positively approved”, and “loving connections”. • Various languages will be utilized in order to appeal to diverse ethnicities. Particularly with

print material that these communities will be able to understand and connect with within their culture.

Figure 1: Waterloo Region’s top languages by municipality.9

9 Statistics Canada, Census 2011 by Census Subdivision ww.statscan.ca

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This data will be used to target specific cultural linguistic groups within each community of the region to ensure adequate dispersal of the campaigns messages. Non- Verbal Communication

• The Positive Parenting logo, two flowers with faces in them representing growth and a connective relationship between parents and children, will be used within messages.

• Various languages will be utilized in order to appeal to diverse ethnicities. Particularly with print material that these communities will be able to understand and connect with within their culture.

• Doctors will be featured in messages pertaining to the philosophy of positive parenting. After researching the international parenting program “Triple P” it was found that physicians are widely used to promote the program within the regions that the program is utilized. This provides expert opinion on the issue that parents are accepting of.

• Children of various ethnicities will also be utilized in print campaign material. After researching the international parenting program “Triple P” it was found that utilizing children of diverse ethnicities will allow for a broad audience to be engaged within the program versus only appealing to a white Anglo-Saxon population.

• The campaign will be branded with the colours of turquoise and lime green. Green was selected because it represents balance and growth as well as fostering the ability to love oneself and others unconditionally (Understanding the Meaning of Color in Color Psychology)10 connecting to key messages of the campaign. Turquoise represents emotional stability and balance (Understanding the Meaning of Color in Color Psychology)11

10 Understanding the Meaning of Color in Color Psychology. (2009). Understanding the Meaning of Color in Color Psychology. Retrieved 02 March 2015 from www.empoweryourselfwithcolorpsychology.com 11 Understanding the Meaning of Color in Color Psychology. (2009). Understanding the Meaning of Color in Color Psychology. Retrieved 02 March 2015 from www.empoweryourselfwithcolorpsychology.com

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Tactics

Communication Plan: Conventional Communication Tactics: • Positive Parenting will develop conventional communication tactics in order to publicize the

positive parenting philosophy to its target public. • Controlled media will be utilized in the form of newsletters, brochures, websites and media kits that

will be distributed to physicians. This provides the Positive Parenting committee with control over the content, timing, packaging and audience access of its messages.

Organizational Media Tactic 1: Creation of a Website • Moderate in cost, interactive, provides resources to key public. Branding colours and logo will be

used to create a unified identity. Olivia Dynerowicz and Andrej Babcic are Conestoga College Graphic Design students who would undertake the projects. Payment would be required, but at a significantly reduced rate to that of a professional designer. Spokespeople (physician and a YMCA Early Years Centre employee) will also have their testimonial videos launched on the website.

Organizational Media Tactic 2: Creation of Social Media Accounts. • No cost for products, minor to moderate cost for labour to create.

o Facebook- logo needs to be prominent. Posts should include key messages as well as parental tips and resources available such as parenting books that have been “positively approved”. Fun facts and motivational quotes for parents should also be posted. Also providing the option for parents to message for advice/ services.

o Twitter- logo will be prominent in posts. Posts will include links to articles on tips for dealing with common issues (such as behavioural problems, parental stress etc.)

Organizational Media Tactic 3: Applying for Google Ad Grant

• No cost to apply. Minimal time effort required. Google provides a $10,000 per month advertising grant to non-profit organizations to promote their initiatives and mission. (www.google.ca/grant).

Organizational Media Tactic 4: Creation of Brochure

• A sample brochure will also be included providing information of resources available, the positive parenting philosophy as well as contact information to the committee’s organizations and their online media accounts. Children of various ethnicities displayed on brochures.

Organizational Media Tactic 5: Creation of Sticker

• A sticker will be created for the campaign- A lime green square surrounding a turquoise check mark and the phrase “positively approved”. The font used is “coming soon” which resembles the writing of a child. This can be downloaded from www.1001fonts.com and is free for commercial use.

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Organizational Media Tactic 6: Creation of User Kits • Moderate to high cost, provides resources to formal opinion leaders (physicians, OB-Gyns &

pediatricians) that are followed by the target public. • Kits will include an introduction letter of who the committee is, the history of the committee

and the three key messages of positive parenting, as well as the brochure. Organizational Media Tactic 7: Posters

• Key messages will be displayed on posters – one message per poster. The posters will also depict children of various ethnicities smiling & radiating positivity. The logo from the stickers will be placed in the corner of the poster to reinforce the “positively approved” message and branding.

Organizational Media Tactic 8: Children’s School Newsletter

• A portion of the forms children take home on the first day of school will include a newsletter introducing the Positive Parenting philosophy and resources in the region.

News Media Tactic News Media Tactic 1: Newspapers & Local TV Stations

• Contacting local news media. This will be key to the campaign in October when the provincial campaign for positive parenting launches. It is essential to get news coverage and publicity during this time.

Interpersonal Communication Tactics Interpersonal Communication Tactic 1: Family Day Event

• The committee will host a Family Day event where current & potential clients can bring their families to community gathering spots throughout and engage in painting a mural of loving connections between parents and children. This creates an interactive day for parents and children while promoting the message of positive parenting.

Interpersonal Communication Tactic 2: Toll Free Line

• The committee will establish a toll-free line to provide information on the services provided by the committee as well as listen to parents needs and refer them to the appropriate service/resource.

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Schedule

Date: Scheduling Task June 22 2015 Get in contact with chosen spokesperson July 6 2015 Record spokespeople’s testimonial videos July 14 2015 Have completed and edited testimonial videos

by this date to use in website development. July 2 2015 Find a web designer to create the website July 15 2015 Begin development of website and social

pages August 3 2015 Creation of print materials need to begin

being designed & printers contacted August 3 2015 Contact the City of Kitchener & Waterloo in

order to apply and obtain a license/permit for family day activity on September 15.

August 10 2015 Call the City of Kitchener & Waterloo to inquire about the status of application for permit.

August 15 2015 Website and social media pages need to be created and launched by this date in order to proceed to the next deadline.

August 15 2015 Begin recruiting volunteers for the toll-free line

August 31 2015 Print material (brochures, posters, information kits, and stickers) will be completed.

September 2 2015 Print materials will be packaged and distributed to schools, physicians, pediatricians, day cares and OB-Gyns. Distribute newsletter forms to schools across the region in order for teachers to incorporate them into the take home package.

September 2 2015 Purchase or seek paint donations for the family day event. Establish toll-free line that offers information of the committee, its organizations, services and a directory to them. Also providing real time conversation with volunteers for immediate issues/concerns

September 8 2015 Print materials will be incorporated into school newsletters at the beginning of the school year for students to take home. These materials will also be available at all targeted

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physician offices by this date. Throughout Campaign Updating social media accounts with

information, resources, tips etc. September 12 2015 Hosting family day mural event in parks

across the region as a kickoff for back to school. Current and potential clients will paint a mural on fences or walls.

****October 6 2015 (Tentative)**** Pending the release of provincial “positive parenting” initiative. Dependent upon this release, the committee will contact local media with timely information regarding the resources and services within the region that are applicable to positive parenting.

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Budget

Expense Cost Detail Website design Vary from $1,000 - $5,000 We have contacted two Graphic

Design students who are willing to create a website for the committee. However a consultation is needed in order to determine the cost. The contact information is as follows: Olivia Dynerowicz, olivia.dynerowicz@gmail.com 519-575-3655 & Andre J Babic andrejbabicstudent@gmail.com 519-504-7020.

Printing Cost • Amount of printing materials:

• Brochures: 1,030 (8.5 X

11’’ Letter format) $288.40

• Newsletters : 3,030, (11 X 17’’ page folded to 5 ½ x 8 ½’’) $848.40

• Stickers: 1,000 ( 4 x 4’’) $164.80

• Folders for Kits: 30 (9”x”12”) One sided, folded with 2 pockets $120

• Cost: $1421.60

Erwin Driever from Cober Solutions is willing to print the materials. His contact information is, (519) 745-7136 Ext. 242 Costs may be reduced upon appearance and sizing of final files.

Toll Free Line • Bell: From $11.95 a month

• Rogers: $26.91 to $47 a month

• If you require a line to be hooked up plus 5 cents per minute

Cost is dependent on service provider and what kind of traffic is expected. Volunteers from Universities and Colleges who are studying in the Social Services & Psychology field will be recruited and trained in order to support callers and direct them to the appropriate service. Another factor to consider is

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whether a current employee will be training the volunteers or will a new job be created for this purpose.

Social Media $0 Social media is $0 however a factor to consider is who will be in charge of updating the multiple social media accounts. Will it be incorporated into a current or new job description?

Family Day Mural event • Paint: $0 • Paint Brushes: 50 x

$2.47 = $139.55 with tax

Home Depot has a program where paint can be potentially obtained at no cost if selecting a returned paint. Factors to determine is whether staff will be working this event or will volunteers be recruited.

Public Relations for Campaign TBD A summer intern from Conestoga College is available if interested in implementing the campaign. Placement Coordinator is Contact: Teresa Lee and can be contacted at tlee@conestogac.on.ca

Total Cost: $2,500 (estimate) $162.05 a year for toll free line contract (estimate) $139.55 = $2801.60

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Summative Evaluation

Upon the completion of the Positive Parenting philosophy acceptance campaign, the success and effect on the targeted population will be evaluated. The program will be successful if parents adopt the positive parenting philosophy. Social Media Feedback This can be measured through the amount of “likes” on the organization’s Facebook page. As stated under the measurable objectives, within 6 months of the launch of the campaign, success of the campaign will be determined if the organization’s Facebook page has 500 “likes”. At the end of this campaign, the amount of “likes” will be compared to the amount of “likes” the organization’s Facebook page had within the 6 months of the acceptance campaign launch. If by the end of the campaign there are 500 or more “likes” on the organization’s page, then the campaign will be deemed successful. Referrals The success of the Positive Parenting philosophy acceptance campaign will also be measured through the registration process for the organizations. As indicated under measurable objectives, within one year of the campaign launch 15% of parents will indicate their referral was through one of the tactics used within the campaign. Before and After Survey An online survey will be developed and conducted in order to receive feedback of the different healthcare professionals (doctors, OBGYN’s and pediatricians) that received informational kits during the start of the acceptance campaign. If there is a 25% increase where healthcare professionals indicate that they have referred patients to the positive parenting committee then the campaign will be deemed successful. The results of these surveys will also be compared in order to determine whether there was a change in knowledge and attitude towards the positive parenting philosophy.