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How to approach communication and dialogue to foster individual and social change
- 1. François LAGARDE Vice-President, Communications MARCOM Professional Development Annual Forum Ottawa, June 14, 2016 How to Approach Communication and Dialogue to Foster Individual and Social Change Lucie and André Chagnon Foundation Case Study
- 2. Lucie and André Chagnon Foundation Awareness & Dialogue Individual change Books: The Ultimate Toy for Toddlers Social change Framing early childhood as a shared/collective responsibility Upstream social marketing Question Period Outline 2
- 5. CHALLENGESREMAIN 10% 15% Poverty among children 1996 2011 75% 69% High school graduation 2007 2011 Vulnerability in kindergarten 1/4
- 7. We refuse to accept the inevitability of poverty. - Claude Chagnon ’’ ’’
- 10. Community Mobilization Awareness and Dialogue Knowledge Development and Sharing 3 STREAMS 10
- 12. Share and use existing data to raise awareness, inspire dialogue and support decision-making Provide information to convince stakeholders of the importance of educational success, acting early and working together, better and in a sustainable way Promote dialogue and advocate for the adoption of measures/policies aimed at preventing poverty through educational success Publicly acknowledge actors and actions Awareness and Dialogue 12
- 13. Individual Change: Naître et grandir Social Change: Early Childhood as a shared/collective responsibility Observatoire des tout-petits Grande semaine des tout-petits 2 CASES 13
- 17. Aided awareness Understanding Behavior adoption +58% 66% 95%
- 19. Early Childhood Communication Mix Midstream Society Parenting Milieu (family [including extended family] friends, living environments) Specific parental behaviours Recognition of parents’ role Specific behaviours Recognition of the importance of a child’s milieu (intrinsic value – not just supporting parents) Everyone’s business, in everyone’s interest, for all children Specific collective/environmental measures Grande semaine des tout-petits FL20160406 : comprehensive child development—one child at a time 19
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- 22. FRAMING ISSUES FOR UPSTREAM SOCIAL MARKETING: THE ESSENTIAL ROLES OF COLLECTIVE RESPONSIBILITY, STORYTELLING, CITIZENS AND MIDSTREAM PARTNERS It is hard to engage in upstream SM when an issue is framed as an “individual” responsibility We need to (re)frame it around shared/collective responsibility E.g.: Early childhood development = parental/individual + it takes a village (midstream) + societal/collective responsibility DISCUSSION STARTERS: FRANÇOIS LAGARDE Lucie and André Chagnon Foundation (Canada) 24th Social Marketing Conference Building on the Legacy: Forging New Paths Clearwater Beach (FL), June 18, 2016 Storytelling, citizens(those directly affected) and midstreampartners(those who help people cope) are best qualified to talk about shared and collective responsibility (have the most credibility) 1) to provide downstream support (it takes more than willpower) 2) to address root causes (upstream, prevention) See https://www.youtube.com/watch?v=lQW3NaWkdfU lagardef@fondationchagnon.org