Cover: Supporting parental behavioural change: Multichannel and cross-sector campaigns in Israel

Supporting parental behavioural change: Multichannel and cross-sector campaigns in Israel

A case study

Published Dec 23, 2021

by Ben Baruch, Emma Leenders, Emma Disley

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Research Questions

  1. How can campaigns like Magic Moments and Beautiful Moments best reach their target audience?
  2. How can a partnership between a philanthropic organisation and a private sector organisation support behavioural change?
  3. How can multichannel activities be used in complementary ways to support behavioural change?
  4. What challenges are associated with campaigns such as Magic Moments and Beautiful Moments?

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.

Key Findings

The multichannel approach increased reach and reinforced Magic Moments' messages

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 and evidence from behavioural science have supported the campaigns

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 partners, including those from the private sector, played a key role in campaign implementation

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.

The campaigns were tailored to the diversity of the target societies in Israel

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' messages engaged and empowered parents in a positive manner

The campaigns showed parenting in a positive light and presented real-life parents as peer role models.

Research conducted by

The research described in this report was funded by the Bernard van Leer Foundation (BvLF) and conducted by RAND Europe.

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