mary kay falconer, ph.d. senior evaluator, [email protected] … · 2018-04-14 · pinwheels for...

Mary Kay Falconer, Ph.D. Senior Evaluator, [email protected]

Anita Odom Director of Prevention Services, [email protected]

Ounce of Prevention Fund of Florida, www.ounce.org

Pinwheels for Prevention Florida’s Child Abuse Prevention Public Awareness

Campaign - previous campaign name “Winds of Change”

Statewide campaign funded by Florida Department of Children and Families

Goal: To promote the prevention of child abuse and neglect through a better understanding of child development, positive parenting practices and community action

Campaign Activities: Community Displays of Pinwheel Gardens Statewide Press Conference Local Events Broadcast of PSAs, Radio/TV English, Spanish, Creole Coordinator Toolkit Printed press releases, op-eds and letters to the editor Distribution of Community Resource Guides and Parenting Guides Comprehensive Website with all materials available for download

Why Evaluate? Wise investment? Are the campaign components yielding the results we

want? Are we serving the best audience? Funding requirement of CBCAP grant

BECAUSE Kids Count! Evaluation efforts began in SFY 2007-2008 Logic Model Well defined outcomes Model of Change Mixed methods approach Multiple Phases

Campaign Outcomes

Method 1 Community

Coordinator and Stakeholder

Surveys

Method 2 Print and Television

Media Content Analysis

(Newspaperclips)

Method 3 Analysis of

Parent Helpline Call Data

Method 4 Focus Groups

Method 5 Efficacy Study

(Web Panel Survey)

Outcome 1: Ensure a high level of awareness of the Winds of Change Campaign

Year 1 (formative) Year 2 (formative)

Year 1 (baseline) Year 2

Not Appropriate Year 1 (poster development) Year 2 (receptivity to campaign stimuli)

Year 2 (experimental design: pre/post measures for outcomes)

Outcome 2: Increase Knowledge of Child Development



Not appropriate Year 2 (receptivity to campaign stimuli)


Outcome 3: Increase Knowledge of Child Disciplinary Techniques that are Developmentally Appropriate and Nonviolent



Not appropriate Year 2 (receptivity to campaign stimuli)


Outcome 4: Increase Knowledge and use of Community Supports for Parents and Caregivers




Year 2 (receptivity to campaign stimuli)


Outcome 5: Increase Public Perception that Child Abuse and Neglect can be Prevented before it Occurs


Not appropriate Not appropriate Year 2 (receptivity to campaign stimuli)


Additional Outcomes Related to Motivation to Prevent and Prevention Action


Year One Activities Surveys of local coordinators and stakeholders Content analysis from online newspaper and TV

articles Analysis of Parent Helpline call data Focus groups – tagline, logo and poster redesign

Year Two Activities Surveys of local coordinators and stakeholders Content analysis from online newspaper and TV

articles Analysis of Parent Helpline call data Parent Focus groups – gathered qualitative data

documenting receptivity and reactions to two campaign stimuli (PSAs & parent materials)

Efficacy Study – Web-based panel survey

Winds of Change Campaign Efficacy Study Measure impact of PSAs and Parent Resource

Materials on several outcomes Additional outcomes were added for this part of the

study Motivation or intent to respond in ways to prevent child

abuse and neglect Action taken to prevent child abuse and neglect

Will people act to prevent child abuse and neglect?

Evaluation Questions Will exposure to Winds of Change messages be associated

with… 1) increased knowledge of child development, child

disciplinary techniques that are nonviolent and developmentally appropriate, and community resources for parents?

2) more positive attitudes and beliefs about preventing child abuse and neglect?

3) higher motivation and intention to prevent child abuse and neglect?

4) increased action taken to prevent child abuse and neglect? 5) positive reactions and receptivity?

Randomized Controlled Trial Participants completed a baseline survey on

knowledge, attitudes, beliefs, and behaviors Parents randomly assigned to experimental

conditions: Control – No Winds of Change exposure Treatment – Exposure to Winds of Change

Treatment participants exposed to campaign PSAs and resource materials via online multimedia

Follow-up survey conducted immediately after exposure and 1 month after baseline

Efficacy Study Design Exposure to Campaign

Public Service

Announcements and Parent Resource

Materials

Panel Members contacted, recruited

and then randomized to one of two Experimental Conditions (Campaign Exposure or

Control) N=805

Baseline Measures for

Campaign Exposure

Group N=404

Baseline Measures for Control Group

(no campaign exposure) N=401

30-Day Follow-up Measures

and Exposure to Campaign

N=266

30-Day Follow-up Measures

Control Group (no campaign exposure)

N=325

Post-Campaign Exposure Measures

Campaign Exposure Protocol After campaign exposure group completed the baseline survey, they

viewed 3 PSAs on the computer screen Order of PSA presentation was randomized Participants then viewed a parent resource booklet excerpt (spent a

minimum amount of time on each page) After viewing each PSA and the resource materials, participants

responded to a brief set of questions about their reactions and receptivity

When campaign exposure group logged back on for 30-day follow up, they completed the outcome survey, and then: Viewed the PSAs and read the parent resource booklet excerpt(same

protocol as baseline session) Completed a brief set of questions about their reactions and receptivity

Efficacy Study Findings Exposure to Winds of Change messages was significantly

related to: Improved Knowledge of Child Development (5 indicators) Improved Knowledge of Community Resources (2 indicators) Two of five indicators of desirable attitudes toward the

prevention of child abuse and neglect One of two indicators of motivation to prevent child abuse

and neglect One of three indicators of action to prevent child abuse and

neglect

Evaluation of the Winds of Change Publication W. Douglas Evans, Mary Kay Falconer, Munziba Khan, & Christie Ferris

(2011). Efficacy of Child Abuse and Neglect Prevention Messages in the Florida Winds of Change Campaign, Journal of Health Communication, 0, 1-19.

The principal investigator was: W. Douglas Evans, Ph.D. Professor of Prevention and Community Health & Global Health The George Washington University School of Public Health and Health Services 2175 K Street, NW, Suite 700 Washington, DC 20037 202-994-3632 (office) 202-351-9546 (mobile)

A copy of the comprehensive evaluation report can be downloaded at: http://www.ounce.org/pdfs/Winds_Change_Campaign%20Evaluation_Report_20

08-2009.pdf

Pinwheels for Prevention™ Logic Model In

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Shor

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Lo

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Goal: To promote the prevention of child abuse and neglect through a better understanding of healthy child development, positive parenting and community action

Local Coordinators and Partners

Parent Helpline/211

Signature Pinwheel

Statewide Press Conference

Public Service Announcements

Campaign Toolkit

Community Resource Packets

Website

Training & Technical Assistance

Planting of Pinwheels

Broadcast of PSAs

Radio/TV/Social Media

Printed press releases, op-eds and letters to the

editor

Distribution of Packets, Parent Guide, Advocate Guide and Poster Local Events

Number of pinwheel garden displays

Number of local events

Number of PSAs aired

Number of pinwheels

distributed

Estimated # of people who participated in local

events

Number of times PSAs

aired

Number of published news articles, op-eds, LTEs consistent

with toolkit messaging

Number of printed articles

Number of media interviews

Number of Coordinator Toolkits distributed

Number of Posters distributed

Number of Parent Guides distributed

Number of Resource Packets distributed

Ensure a high level of awareness of the

Pinwheels for Prevention™

campaign

Increase knowledge and

use of community supports for parents and caregivers

Increase knowledge of

parenting and child

development

Increase knowledge of long term effects of child abuse and

neglect

Increase public perception that child

abuse and neglect can be prevented before it occurs

Increase number of evidenced-based programs preventing child abuse and

neglect

Increase number of young families receiving services to prevent child

abuse and neglect

Reduce the rate of child abuse and neglect in young families

Research & Evaluation

Social Media

Prevent Child Abuse America & the National Network

Increase knowledge of

child disciplinary

techniques that are

developmentally appropriate

mary kay falconer, ph.d. senior evaluator, [email protected] … · 2018-04-14 · pinwheels for...

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