Assessment of print materials to promote positive parenting and safety precautions in parents of young children

Background: Child abuse and neglect result in significant detrimental outcomes. Maltreatment risk can be reduced with intensive programs that promote positive parenting in high risk families. However, such programs may not be easily translated into population-based approaches. The goals of this project are to develop and test tailored parenting messages that promote safety precautions and five dimensions of positive parenting. Methodology: Safe n' Sound (SNS) is an existing, evidence-based program and has been shown to be effective in increasing parental adoption of unintentional injury prevention strategies. Building on the clinic-based SNS program, positive parenting messages were developed by incorporating dimensions of positive parenting (nurturing/attachment, knowledge of child development, parental resiliency, social connection, and concrete supports). By considering the intersection of parenting and injury prevention, the project team developed message concepts, graphics, and tailoring algorithms for tailored print materials. The enhanced messages and design features were tested using cognitive response testing (CRT) during 20 interviews with parents from the target population. Results: CRT illuminated aspects of the messaging that parents found to be most salient, persuasive and clear. Messages and graphics were revised based on these findings and then packaged for dissemination. Conclusion: There is a great need for parenting resources for low SES families. Approaches identified in this project can be used to develop population-based communication programs. CRT revealed that parents were very responsive to the message concepts, which suggests that print materials may be useful for promoting the adoption of safety behaviors and parenting skills.