Parental Behaviour in the Early Years: Phase 2

The main outcomes of the first phase of the study, completed in 2021, was to identify barriers and motivators that different types of parents might experience when it comes to engaging with their children. The findings were then used to inform this second phase of research focused on identifying the most effective messaging approaches that resonate with parents of children under 6 years old in Jordan. These research findings inform a national behaviour change campaign to create a literacy-rich home learning environment by drafting messages and testing them.

Mothers and fathers were encouraged to read together, feeling it provides a safe environment for learning where the child feels loved and family ties are strengthened.

This report was undertaken by The Behaviour Change Collaborative and the Queen Rania Foundation. Other collaborators included Saud Alrakhayes of The Behaviour Change Strategy House in Kuwait and MMIS.