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Influencing parents beliefs around safe infant care
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Sydneypresentationfinal[1]
- 1. Influencing parents’ beliefs about reducing the risk of cot death. Clare Jolly Health Advisor to the FSID Information & Support Committee.
- 2. Reduce the risks • Place your baby on their back to sleep, in a cot in a room with you • Do not share a bed with your baby if you have been drinking alcohol, or if you are a smoker • Never sleep with your baby on a sofa or armchair
- 3. The Survey • N = 506 (mothers) • Mothers of children aged 6/12 to 3yrs • Specific questions about infant care practice • Specific questions about motivation • strategic over-sampling
- 4. Most vulnerable parents Young (<20yrs) Unemployed + Poorly educated Low income
- 5. The Findings. • 19% were not persuaded that exposing a baby to cigarette smoke increases the risk of cot death • 29% were not persuaded that prone sleeping is risky • 47% were not persuaded that side sleeping carried risk • (Not persuaded = do not believe)
- 6. The findings. • Significant numbers knew but did not believe
- 7. The findings. Disbelief of professionals Us and them different “cultures” Credibility of sources Of HP information Family myths/rules And beliefs “The babies in this family are fine On their front” “Our babies are always fine on their front.”
- 8. The implications. If what we’re doing doesn’t work…… …………do something else;
- 9. Positive Influences. • Credible people “around” the information • Fun, accessible health promotion sessions • Media targeted specifically at the at risk group of vulnerable young parents
- 10. Teach your granny to text • Non-corporate identity • C U @ babyclub l8ter? • U can come after school
- 11. “Losing Leah.”
- 12. Risk of co-sleeping on a sofa “If a baby sleeps on a sofa with some one..”
- 15. Thank you to FSID for travel grant.
Editor's Notes
- The FSID and DH UK national campaign to provide evidence based advice for parents is well known and has been very successful . But not for all groups. 80% of deaths now occur in the most Socio-/E disadvantaged groups. The interviews in this study focus on just some of the key messages - around safe sleep practices, and around smoking.
- The survey was designed to examine infant care practices and attitudes in order to help inform future health education strategies. Go through slide as above. Strategic oversampling of socio economic group E (will come onto that on next slide.)
- Young, poorly educated and most have never had jobs. No money and subsequent problems e.g housing etc. Also (of course) the most likely to ignore other health messages such as those relating to smoking/alcohol etc. We wanted to get an insight into why it is harder for these people.
- So for example,….(explain slide) (Not persuaded means either did not believe or were not sure if they believed. )
- We know a proportion of people forget HP messages. We know, for example, that knowledge has to be given multiple times before it is reliably recalled. BUT, Substantial numbers, particularly of group E – remembered (or could remember when prompted) but nevertheless stated that they did not BELIEVE the evidence based “reduce the risks” messages. This finding is new. .A key finding. We did not know that, they didn’t believe the messages.
- What Do they believe? There is growing evidence for the importance of family beliefs, myths and rules on motivation. Particularly for vulnerable people, these family beliefs are critical. If a person has the firm belief that, for example, “the babies in our family always sleep prone and don’t die.” this will override the so called “wisdom” of professionals. We (the health community) are already aware of the importance of beliefs generally on health behaviour; For example in smoking cessation work around the world, and in projects such as the FNP in the UK, practitioners are increasingly using motivational interviewing, For example they may utilize models which show what stage of readiness for change a person is at. (eg Prochaska+Diclamente)) and then use interventions aimed at improving self efficacy. (define.) Explain the cycle in this context.
- (Lines fade in on screen.) As I said this finding is new. It hasn’t been recorded in this context before. What can we do about it? We know we don’t need more leaflets. (It’s not an information problem.) And the health professionals don’t necessarily need more education. We need to do things differently. Traditional hp messages don’t work for disadvantaged groups as we know. If we can make the information and the giver more credible, we may change the belief, and ultimately the behaviour.
- So increasingly work is being done around what likely to influence beliefs. It is becoming evident that the format of the information and who presents it makes information credible for certain groups. We linked our findings to on-going work in SureStart (UK) and elsewhere. For example people find information more believable if the information giver is credible to them personally ( e.g peer or grandparent). We also know that people learn more if they are having fun, or being entertained. This is where the two new FSID resources come in.Deatil Speicific New media by fsid in next slides
- Non-corporate identity – HP’s without badges and uniforms. Use everyday language (evidence e.g. from breastfeeding research that we shouldn’t medicalize the language we use. . Modern media. These are all part of making services more accessible and credible. Text appointments/session times. Appointments in evening/Saturdays Pampering sessions. Grandparents to attend. We want to make our advice look and sound as “normal” as possible.
- Bearing all those points in mind, the first of the two new resources developed by FSID that I’m going to mention is the DVD. This image illustrates that although it is filmed in soap opera style, the messages are very powerful.
- Illustration of use of everyday, non medical language language – e.g. “mums and Dads” not “parents.” The DVD is free for health professionals and can be obtained (or downloaded) from FSID. The foundation also suggests discussion points in their accompanying guidance notes. Feedback so far has been very positive.
- We know that websites can be a good example of information that is seen as more credible because it is being presented by peers, and in a modern format. (Think Facebook.) It has also been shown that e mails and social networking increase the impact of a website on parents of a static website.** Bubbalicious. Co..uk is a social networking site that delivers safe infant care advice in a lively format, bearing in mind all the points we’ve been talking about. (*reference available)
- There’s a separate presentation on this, so I am not going to go into detail but you can see some of the features here, e,g. Big Sister.
- Summary. If information is presented in an entertaining way and stems from sources credible to the young parent, they are more likely to remember it. But even more importantly, they are more likely to believe it. The two new resources from FSID are making this happen right now.