HOME VISITING CAMPAIGN Effectively messaging home visiting Aug. 7, 2015
RESEARCH WITH POLICYMAKERS AND ENGAGED VOTERS 2
Methodology Four Focus Groups: Locations: Suburban Dallas, TX Suburban Detroit, MI 3 3 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
From the Focus Groups The phrase “home visiting” conjures up associations that are much more negative. 4 4 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
From the Focus Groups “Home visiting” implies: A last resort program An intrusion into the home in extreme cases Something punitive “Big Brother” Child Protective Services A program for school truancy 5 5 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Methodology Internet Survey 802 Adults 405 Parents with Children 18 and Younger at Home January 2-9, 2014 6 6 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Naming the Program 7 7 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Program Names—Mean Scores Adults 62 Family Support Family Coaching 55 Parent Education 53 Parent Mentoring 53 Parent Coaching 50 34 Home Visiting 8 Pew Home Visiting—February 2014
Bottom Line Qualitative and now quantitative research strongly indicates “home visiting” should be dropped. Describing the program around the concepts of “family support” or “family coaching” is much better received. 9 9 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Target Population 10 10 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Highest priority people for the program: Families that do not have the experience or support to provide basic parenting skills (45%) Low income families (29%) 11 11 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Which Group Should Receive the Highest Priority Adults Families that do not have the experience or the 45% support to provide basic parenting skills Low income families 29% 22% Teenage parents Families that live in areas with high rates of domestic 21% violence Families that live in areas with high rates of 18% unemployment Families that live in high crime areas 18% Families that live in areas with a high rate of infant 7% mortality Families where the parents don’t have high school 7% degrees 12 Pew Home Visiting—February 2014
But there are sharp differences among parents by income. Which Group Should Receive the Highest Priority Among Parents by Income $20K- $40K- $60K- $80K- <$20K $100K+ $40K $60K $80K $100K Families that do not have the 28% 31% 41% 44% 43% 61% experience or the support to provide basic parenting skills 58% 42% 38% 30% 42% 28% Low income families 23% 19% 22% 28% 31% 20% Teenage parents Families that live in areas with 13% 22% 18% 32% 12% 14% high rates of domestic violence Families that live in areas with 16% 26% 15% 16% 10% 19% high rates of unemployment Because of limited funding, these programs can only be offered to a certain number of people. Which one or two listed below do you think should be the highest priority for this program to serve? 13 Pew Home Visiting—February 2014
Respondents say people would be most likely to want to help at-risk children and the more vulnerable. 14 14 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Program Providers & Administrators 15 15 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
“Training” is what respondents look for in a description of service providers. More Favorable Toward Program If This Type of Person Was Providing Services Adults Parents 72% 74% Trained educators 71% 70% Trained providers 67% 68% Parent educators 66% 67% Nurses 55% 56% Community educators 42% 43% Community workers They people who provide these in-home services to parents and families are specially trained. Below are some types of people who could provide these services. For each one, please indicate if you would feel more favorable toward this program if you knew this type of person was providing services, less favorable toward this program, or if ti would make no difference to your feelings toward the program one way or the other. 16 Pew Home Visiting—February 2014
But…local administration does make people more comfortable with a description of how the program is funded. Best Way to Describe How the Program is Funded and Administered Adults Parents A government program administered by a 40% 38% local or community organization 18% 20% A public program 15% 18% A government-funded program 12% 13% A government-sponsored program 15% 11% None of these Below you will see a list of different ways to describe how this program is funded and administered. From the four options below, please select the one description that gives you the most favorable impression of how this program is funded and administered. 17 Pew Home Visiting—February 2014
Top “Factoids” to Describe the Program 18 18 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Program Facts: Top Tier • Positive effects on parenting such as providing a safe and stimulating environment • Promotes family self-sufficiency; moms five times more likely to be enrolled in education/ job training • Families more likely to read aloud, tell stores, say nursery rhymes, and sing with their children 19 19 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Program Facts: Top Tier • First graders twice as likely to follow directions, complete work on time, or work cooperatively • Parents must volunteer, so they are committed to becoming better parents • Every dollar spent saves $1.80-$2.73 because of fewer ER visits, lower health care costs, and less medical and educational assistance 20 20 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
Factoids by Party A Top Three Choice Across the Political Spectrum: Promotes Family Self-Sufficiency #1: #1: Parents Must Positive Effect Volunteer on Parenting 31% 32% 21 21 Pew Home Visiting—February 2014 Pew Home Visiting—February 2014
RESEARCH WITH FAMILIES 22
Methodology Eight Focus Groups: Locations: Memphis, TN Detroit, MI Los Angeles, CA Albuquerque, NM 23 23 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Methodology Focus Groups: Moms of Kids 0-4 Years Old Who Meet At Least One of the Following Criteria: Less than a high school education Household income under $30,000 a year No health insurance, Medicaid/Medi-CAL or covered by the Affordable Care Act 24 24 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Methodology Eight Focus Groups: Demographics: 2 - African American Groups 3 - Mixed Ethnicity Groups 1 - White Group 1 – Latina Group (English) 1 - Latina Group (Spanish) 25 25 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Methodology In-depth Interviews of 21 Women Enrolled in New Mexico Programs Online Surveys: 600 Moms Qualify for Home Visiting 26 26 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Methodology Online Bulletin Boards: 23 Home Visitors in 9 States 12 Home Visitors in New Mexico 27 27 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Key Finding #1 These moms are feeling great stress on their time and finances . 28 28 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
In the survey, moms express challenges facing them every day. % Concerned 91% Paying bills Affordable health 88% insurance^ Affordable place 86% to live ^Among those who do not have health insurance. 29 Pew Home Visiting—April-May 2015
In the survey, moms express challenges facing them every day. % Concerned 85% Finding a job* Losing health 83% insurance^ 80% Quality daycare *Among those who are unemployed. ^Among those who have health insurance. 30 Pew Home Visiting—April-May 2015
In the survey, moms express challenges facing them every day. % Concerned 74% Losing your job* 64% Feeling safe Help from 61% family & friends *Among those who are employed. 31 Pew Home Visiting—April-May 2015
Key Finding #2 In drawing moms to the program, outreach should be “mom-centered” to get their attention and interest. 32 32 Pew Home Visiting—April-May 2015 Pew Home Visiting—April-May 2015
Testing Approach We tested two narrative approaches in how to reach out to moms. 33 Pew Home Visiting—April-May 2015
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