New evaluation of an early childhood campaign for Big Lottery

Ecorys has been commissioned to evaluate the A Better Start joint local campaign to promote early social, emotional and language development. The campaign will be launched following a substantial planning phase, which will support the ambitious research element.

Targeted at the parents of children aged up to 4 years old, the Big Lottery Fund seeks to amplify evidence-backed messages about early childhood. The campaign is being led by the A Better Start local partnership sites in Blackpool, Bradford, Lambeth (London), Nottingham and Southend. These partnerships include local representatives from the NSPCC and the Preschool Learning Alliance as well as the NHS and local government teams.

The campaign will be delivered by the creative agency 23red, whose portfolio includes Change4Life and Stoptober for Public Health England and the Virtual Blood Donation for the NHS.

Ecorys’ work brings communications evaluation methods together with impact evaluation expertise. Using innovative data capture techniques, Ecorys will study the process of changing audience behaviour towards the campaign’s objectives. The work will be peer reviewed by a panel of experts.

“It is very exciting to be asked to carry out this innovative work,” said Ecorys’ James Ronicle. “Measuring the impact of communications work in terms of behaviour change is a tricky business, and Ecorys is well placed to add to the growing evidence base. It’s also great to be working alongside an agency such as 23red in the interests of young children.”

For more information, contact the Policy and Research team’s James Ronicle.