1.
François LAGARDE
Vice-President, Communications
MARCOM Professional Development Annual Forum
Ottawa, June 14, 2016
How to Approach Communication and
Dialogue to Foster Individual and
Social Change
Lucie and André Chagnon Foundation Case Study

2.
 Lucie and André Chagnon Foundation
 Awareness & Dialogue
 Individual change
 Books: The Ultimate Toy for Toddlers
 Social change
 Framing early childhood as a shared/collective responsibility
 Upstream social marketing
 Question Period
Outline
2

3.
CHALLENGESREMAIN
10%
15%
Poverty
among children
1996
2011 75%
69%
High school
graduation
2007
2011
Vulnerability
in kindergarten
1/4

4.
We refuse to accept
the inevitability of poverty.
- Claude Chagnon
’’
’’

5.
We believe
https://www.youtube.com/watch?v=yKUbaTbukp0

6.
 Community Mobilization
 Awareness and Dialogue
 Knowledge Development and Sharing
3 STREAMS
10

7.
AWARENESS
&
DIALOGUE

8.
 Share and use existing data to raise awareness, inspire dialogue and
support decision-making
 Provide information to convince stakeholders of the importance of
educational success, acting early and working together, better and
in a sustainable way
 Promote dialogue and advocate for the adoption of
measures/policies aimed at preventing poverty through educational
success
 Publicly acknowledge actors and actions
Awareness and Dialogue
12

9.
 Individual Change:
 Naître et grandir
 Social Change:
 Early Childhood as a shared/collective responsibility
 Observatoire des tout-petits
 Grande semaine des tout-petits
2 CASES
13

10.
Aided awareness
Understanding
Behavior adoption +58%
66%
95%

11.
Early Childhood Communication Mix
Midstream
Society
Parenting
Milieu
(family [including
extended family]
friends,
living
environments)
Specific parental behaviours
Recognition of parents’ role
Specific behaviours
Recognition of the importance of a child’s milieu
(intrinsic value – not just supporting parents)
Everyone’s business, in everyone’s
interest, for all children
Specific collective/environmental
measures
Grande semaine
des tout-petits
FL20160406
: comprehensive child development—one child at a time 19

12.
20
https://www.youtube.com/watch?v=KxbadMnY4Wo

13.
21

14.
FRAMING ISSUES FOR UPSTREAM
SOCIAL MARKETING:
THE ESSENTIAL ROLES OF COLLECTIVE RESPONSIBILITY,
STORYTELLING, CITIZENS AND MIDSTREAM PARTNERS
It is hard to engage in
upstream SM when an
issue is framed as an
“individual” responsibility
We need to (re)frame it around
shared/collective responsibility
E.g.: Early childhood development =
parental/individual + it takes a village (midstream) +
societal/collective responsibility
DISCUSSION STARTERS: FRANÇOIS LAGARDE
Lucie and André Chagnon Foundation (Canada)
24th Social Marketing Conference
Building on the Legacy: Forging New Paths
Clearwater Beach (FL), June 18, 2016
Storytelling, citizens(those directly affected)
and midstreampartners(those who help
people cope) are best qualified to talk about
shared and collective responsibility (have the most
credibility)
1) to provide downstream support
(it takes more than willpower)
2) to address root causes (upstream, prevention)
See https://www.youtube.com/watch?v=lQW3NaWkdfU
lagardef@fondationchagnon.org

15.
Questions?
Merci!
François LAGARDE
lagardef@fondationchagnon.org