We optimized the communication of the Programa Nacional Cuna Más of Perú (PNCM) to promote the development of children under 36 months of age.
Client:
Cuna Más Program National (PNCM), attached to the Ministery de Development and Social Inclusion of Perú (MIDIS), created in 2012. The Peruvian PNCM seeks to improve the development of children under 36 months of age in poor and extremely poor localities.
Funded by:
Description of the context:
Faced with the suspension of face-to-face services (training for caregivers and food supplements for children) due to the COVID-19 pandemic, PNCM Peru faced the challenge of continuing to promote child development for children under 36 months of age in areas of poverty through non-face-to-face means. This abrupt change generated the need to evaluate and improve remote communication with caregivers.
What we did:
We conducted a comprehensive project to diagnose and optimize PNCM Peru's communication, focusing our efforts on understanding the barriers and facilitators to the adoption of practices recommended by the program. Through in-depth interviews and telephone surveys, we analyzed caregiver perceptions and behaviors to propose guidelines on how to best communicate content remotely that would contribute to caregiver behavior change.
Methodology:
Behavioral Research:
In-depth interviews.
Telephone surveys.
Key results:
It is necessary to communicate actions in a concrete manner to avoid ambiguities and improve the effectiveness of interventions.
When messages are personalized, their effect is often more effective in increasing engagement and the perceived value of the message, facilitating the adoption of the recommended behaviors.
Caregiver behavior can be positively influenced by showcasing the practices of other caregivers. Social evidence to motivate behavior change promotes adoption of recommended practices.
Identifying and validating negative emotions, along with providing concrete coping strategies, are crucial to improving coping skills. Addressing caregivers' emotional responses is an integral part of communication strategies.
Insights for decision making:
Based on the recommendations arising from our analysis, the Ministery de Development and Social Inclusion of Perú (MIDIS) and Cuna Más National Program of Perú developed a public policy that promotes child development through non-face-to-face means. This shows the ability of behavioral science to influence significant changes at the national level. In addition, the results of this case provide a replicable model for other countries seeking effective solutions to similar challenges in child development and social inclusion.
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