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Reframing Parenting in the context of COVID-19Annette Michaux & Nat Kendall Taylor
Context of reframing parenting
• Our work with the Frameworks Institute
• Communications shift: Changing the core story from ‘effective parenting to ‘child development’
• Working alongside many organisations and campaigns on implementing the research findings
• The shifting landscape brought about by COVID-19
• We have all been affected in some way – needing help is the new normal
• New windows to shape policy emerging
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Key messages about parenting
Common messages like “being a parent is hard” or “parenting is a struggle” can be counter productive
Parents & public more responsive to messages about what’s good for children
Use metaphors explaining child development instead of statistics and science (brain architecture; serve & return)
What the Australian public thinks
• Parenting as natural caring
• Individual responsibility
• Deterministic
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FROM TO
-8-6-4-202468
1012 Effective Parenting
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Perc
ent C
hang
e vs.
Cont
rol
* = P<.01
Policy Support Publicly Funded Childcare
Mandated Family-Friendly Work Policies
Publicly Funded Parenting Centres
Support for Disadvantaged Families
Attitudes and policy support
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Coronavirus and change
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Now more than ever there are open policy windows
Schools as vital safe harbours of support….
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Government can be flexible and generous
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#inthistogether
So what now?
Think about what reframing you can do to in your own organisations and roles
Get in touch with us
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