Communicating on Early Childhood Development: When market research becomes an agent of change

Christian Bourque and François Lagarde

This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development.

Communicating on Early Childhood Development: When market research becomes an agent of change

Christian BourqueLeger MarketingFrançois LagardeFondation Lucie et André Chagnon

Introduction

One of the key principles in social marketing is to understand that communication alone will not bring about behavioral changes in the clientele you are targeting (Lee & al, 2011). However, mass communication can be conceived as laying the foundation for a change in social norm which will induce the desired behavioral outcome. In many cases social marketing seeking a change in social norm have been designed on a fairly straightforward objective of getting people...

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