EXECUTIVE SUMMARY
The objective of the project was to identify the language and messaging styles that resonate with parents who have specific needs and backgrounds throughout Jordan. This project involved five stages as shown below:
• Stage 1 Scope: including an inception, immersion, and design phase
• Stage 2 Qualitative developmental research: 24 90-minute interviews
• Stage 3 Message development: 11 communications including visuals, text/voice-overs, calls to action, and taglines were tested
• Stage 4 Qualitative testing research: eight two-hour focus groups and five in-depth interviews
• Stage 5 Report, message guide, recommendations, and webinar
PROJECT OBJECTIVES
Building on existing evidence and primary research, this study’s findings will inform the development of:
• a behaviour change campaign to create a literacy-rich home learning environment by drafting messages and testing them to see what resonates with parents of children under 6 years old.
• guidelines for drafting similar messaging for any campaign e.g. “parents from demographic group x that exhibit x motivators/barriers should be targeted by science-based messaging that uses Modern Standard Arabic” and provide further information about how these messages should be drafted.
The overall objective of the research is to identify the language and messaging styles that resonate with parents who have specific needs and backgrounds across Jordan. The research will help identify the most effective messaging approaches for future programming to drive behaviour change among parents in Jordan. The findings will be used by QRF and other national stakeholders in Jordan to determine messaging styles that will most effectively engage parents from different demographic and psychographic backgrounds and encourage a shift in their behaviour across key interventions being implemented.
