Dec 23, 2021
A case study that describes two campaigns in Israel that supported parental behavioural change. The success of the campaigns was attributed to their multichannel approach, partner network and involvement of expertise. It offers valuable lessons for others aiming to encourage behavioural change at scale.
This case study analyses two campaigns developed by the Bernard van Leer Foundation and Hop! Media Group for parents in Israel: the Magic Moments campaign focussing on the Hebrew speaking population and the Beautiful Moments campaign focussing on the Arabic speaking population. Both campaigns aimed to raise parental awareness of how the time they spend with children contributes to child development and encouraged parents to adopt new behaviours that can contribute to their child's development. The case study highlights several factors that seem to have contributed to the success of the campaigns, including the partnerships with different sectors, tailoring to different audiences, involving experts and combining online, offline and fieldwork activities. The case study also describes some of the challenges experienced during the campaign, such as the COVID-19 pandemic, securing partnerships and maintaining target audience engagement. Finally, the case study highlights some of the dilemmas experienced by a philanthropic organisation while working with the private sector.
Magic Moments made use of a multichannel approach to reach the target audience. This approach has taken the campaign beyond a traditional media campaign, expanding its reach to an ever-growing number of places that parents frequently visit.
Experts on child development, parenting, media and marketing played an important role in the campaigns. They provided strategic input and served as professional role models.
The involvement and commitment of the Hop! team was instrumental in contributing to the success of the campaigns. Additionally, the diverse partner network of Magic Moments reached parents and children in many aspects of their daily lives.
In addition to the Magic Moments campaign for Israel's Hebrew speaking parents, BvLF and Hop! recognised that a dedicated campaign was needed if they were to effectively reach Arab society in Israel.
The campaigns showed parenting in a positive light and presented real-life parents as peer role models.