The City of Hamburg started the campaign “Sleep Well, Baby” to ensure that babies sleep well and safely. However, how do young parents perceive this campaign?
A healthy and safe sleep is important for babies. For parents, however, this may be quite a challenge. The City of Hamburg wants to start right there with its campaign “Sleep Well, Baby”, which was started in February 2014. It informs parents about important factors for a healthy and safe sleep for their babies by using different forms of media such as flyers, videos and websites. Using a qualitative evaluation study, the Hans-Bredow-Institut examines not only the ways in which parents receive information and how the campaign messages reached the parents, but also what lines of communication are preferred by young parents.
The evaluation of the Hans-Bredow-Institut focuses particularly on the use of different access points and elements of the campaign, as well as on the understanding and interpretation of the messages by the parents. Therefore, from July 2015 to April 2016, 30 interviews were conducted with parents and experts.
The project was carried out as commissioned by the Hamburgischen Arbeitsgemeinschaft für Gesundheitsförderung e.V. (HAG) [Hamburg Committee for Health Promotion e.V.] and the Hamburger Behörde für Gesundheit und Verbraucherschutz (BGV) [Hamburg Health and Consumer Protection Authority]. The interviews shall clarify if the objectives of the campaign have been achieved. Thereby, it is of particular interest to what extent the different access points and elements of the campaign are used and how the messages of the campaign are understood by the target group.
Research programme: RP3 - Knowledge for the Media Society