Evaluation of ‘The Father Effect’ Media Campaign to Increase Awareness of, and Participation in, an Online Father-Inclusive Parenting Program

Abstract

There is substantial evidence that parenting programs are effective in improving parenting and child mental health outcomes. While there is increasing focus on delivering parenting interventions online to increase their reach and dissemination, fathers are underrepresented in all formats of parenting programs. However, research suggests that father participation is important for intervention effectiveness. This study evaluated the effectiveness of a media campaign for increasing awareness of, and participation in, an online father-inclusive parenting program called 'ParentWorks'. An 8-week campaign was conducted in Australia via social media channels, digital display advertising, digital television, and radio. To assess the impact of the campaign, data were obtained from caregivers registering for ParentWorks during the campaign period (n = 848) and an 8-week comparison period that occurred 3 months later (n = 254). Additionally, a nationally representative sample of 2021 caregivers of children aged 2-16 years completed an online survey. Survey questions asked about exposure to the campaign, registration for participation in ParentWorks, and knowledge of the importance of father participation in parenting programs. Three times as many caregivers registered during the 8-week media campaign compared to the comparison period, and a significantly greater proportion of male caregivers registered in the campaign versus the comparison period. The online survey found that 11% of caregivers reported exposure to the campaign, and significantly more fathers than mothers reported exposure. Results showed that those who were exposed to the campaign were significantly more likely to endorse the importance of father participation in parenting programs, than those not exposed to the campaign. The findings indicate that media campaigns appear to be an effective method of increasing awareness of online parenting programs and enhancing rates of father involvement.

ParentWorks: Evaluation of an Online, Father-Inclusive, Universal Parenting Intervention to Reduce Child Conduct Problems

“…A national media campaign was conducted online and through social media, to directly target the involvement of fathers in ParentWorks [31]. Participants (mothers and fathers) were also recruited through word of mouth, flyers available in child and family services, or practitioner recommendation.…”

From the Cradle to the Web: The Growth of “Sharenting”—A Scientometric Perspective

“…During the 8-week media campaign, fathers reported having more exposure to the campaign than mothers. Furthermore, those who were exposed to the campaign were significantly more likely to endorse the importance of father participation in parenting programs than those who were not exposed to the campaign [77]. Although not strictly related to sharenting, the increasing role of digital technologies in parental practices, especially due to comparing and sharing of personal experiences about mothering and fathering, might in turn lead to greater online exposure of children's personal information, similarly to the sharing mechanisms.…”

“…Haslam and colleagues reported a positive correlation between parents who use social media more and the support they receive online when discussing and managing child conduct problems [11]. The online parenting intervention, ParentWorks, was aimed at increasing participation of both mothers and fathers in a self-directed parenting program [10,77]. Tully and colleagues also explored the awareness and participation of fathers in ParentWorks, termed "The Father Effect," as fathers tend to be underrepresented in parenting programs although their participation is essential to the effectiveness of many interventions [77].…”

“…The online parenting intervention, ParentWorks, was aimed at increasing participation of both mothers and fathers in a self-directed parenting program [10,77]. Tully and colleagues also explored the awareness and participation of fathers in ParentWorks, termed "The Father Effect," as fathers tend to be underrepresented in parenting programs although their participation is essential to the effectiveness of many interventions [77]. During the 8-week media campaign, fathers reported having more exposure to the campaign than mothers.…”

Perspectives on ParentWorks: Learnings from the development and national roll-out of a self-directed online parenting intervention

“…A web development agency was contracted to design and build the ParentWorks website and the online program system, working in close collaboration with the research team. The website ‘look and feel’ was produced by a separate creative agency, which also developed the content for a national media campaign (‘The Father Effect’) that launched simultaneously with ParentWorks and aimed to promote the involvement of fathers in the program (see Tully et al, 2018). The website was designed to be ‘father-friendly’, while being careful not to exclude mothers or create the impression that the program was for fathers only.…”