The Royal Foundation Centre for Early Childhood aims to create societal transformation by raising awareness and driving action on the profound impact of early childhood. The Centre focuses on three key areas: conducting and promoting research, fostering collaboration across sectors and implementing creative campaigns to effect positive change.
The Royal Foundation Centre for Early Childhood aims to create societal transformation by raising awareness and driving action on the profound impact of early childhood.
The Centre launched the first phase of a long-term campaign aiming to increase awareness of the fundamental impact that early years has throughout whole lives and how it impacts individuals, communities, and society.
Savanta was commissioned to conduct the pre-testing and evaluate the post-launch campaign success.
We employed a mixed-method iterative approach to ensure that each research phase built upon the findings of the previous one.
Initially, we conducted an online community with individuals from the general adult population (including parents and less engaged users). This qualitative research asesed the messaging related to early years development, identifying resonating language and overall messaging for the target audience.
The insights gathered from the online community guided the campaign’s direction, including the selection of the campaign name and tagline, and message refinement.
Subsequently, we implemented a quantitative approach involving two large-scale nationally representative surveys. The first survey was conducted before the campaign launch, while the second took place afterwards. The objective was to evaluate the effectiveness and efficiency of the ‘Shaping Us’ campaign, by measuring the resulting change in awareness of this subject and gain understanding of key areas associated with early childhood development.
With insights gained from the research, the Centre was able to optimise its messaging strategies in order to maximise the impact and effectiveness of future campaign activities. The research results supported the Centre in terms of understanding how best to engage different audiences and taking these learnings into future work.
