How can Save the Children support parents to talk, sing and play more with their children from birth?
We tested a range of everyday ‘nudges’ to make it easier and more attractive for parents to talk, sing & play with their children.
We challenged the design sector to explore what changes to the home environment could help a child’s language development.
We put a group of East Belfast mums in the driving seat of campaign development.
Will putting messages on pregnancy scan photo frames drive people to find out more about talking with their child?
Will motivational messages on baby products such as bibs, changing mats and babygrows encourage parents to talk, sing and play more with their baby?
Can a friendly chatbot get parents talking and interacting more with children as they carry out their household chores?
Gathered insights from audience research, an evidence review and consultation with experts then designed a range of prototypes.
Rapidly developed the prototypes, tested with small numbers of families across UK and gathered feedback.
Improved the prototypes, carried out observed testing in the field and scaled up number of products and families.
If our environments influence the way we feel and behave, how can the home environment affect a child’s language development?
We invited designers, innovators, social housing reps and architects to a one-day innovation event to explore what design changes could improve the cramped, chaotic & complex environments thousands of children in poverty grow up in. How might small tweaks to a room stimulate more child-parent interactions? What innovative products could encourage better use of space?
With the likes of David Halpern (Behavioural insights team), Oliver Marlow (Tilt Studios), Design Council and LGA in the room, ideas from the event included a sofa that transformed into a play space, having a ‘time to talk’ chair and designing in play space to all new builds.
Save the children wanted to discover ‘What happens if you put families in the driving seat of the campaign development?’
Over the course of ten weeks, we worked with a group of mums at a Sure Start centre in East Belfast to examine the different aspects of the singing/talking/playing challenge and how it relates to their own lives.
What’s relevant? What’s not? What makes them sit up and pay attention? What inspires them or irritates them? What’s going to reach them and how’s it going to really change behaviours in the real world?
Putting these mums at the heart of the campaign’s design and development helped us create something richer, more salient, and much more likely to resonate with other parents.