1. Communicating the Early Childhood Message National Governors Association Washington, D.C. September 10, 2001 zzzMarket Strategies, Inc.

2. Start Early: Learning Begins at Birth Campaign Parent and professional education Policy advocacy Public awareness

3. Voices’ Process Select consultants Conduct research Develop message Implement campaign

4. The Illinois Research Strategy Focus groups with policy-attentive voters. Integrated research plan in early 2000. Bipartisan team. Statewide benchmark poll in Feb. 2000. Advertising developed. Follow-up poll in May 2001, measuring opinion change and advertising exposure.

5. Impact of the Early Years The first three years of life are seen as having an enormous impact on success in school, career and living a crime-free life. There is very little, if any, dispute about this in focus groups or surveys. People think as many as half of all children fall seriously short of their potential because they missed out on quality learning experiences in their first three years.

6. A narrow majority believes birth to 3 is the most important age for developing a child’s capacity to learn

7. Perceptions of Child Care Widespread perception that “kindergarten teachers can tell the difference” between kids with a mother at home and those who have been “warehoused” in day care. Typical child care seen as babysitting rather than true education. Using language such as “early education” helps.

8. The Values War Resentment at perceived materialism of modern dual-income families can be strong, especially among the older generation. “Dumping kids in day care” is an affront to their values and what they considered the role of parenthood. Important to avoid cues which trigger this kind of resentment. Keep focus on “those who truly need it.”

9. Although two-thirds think kids are better off at home with a parent full time, a narrow majority (51%) also believe two incomes are now a necessity.

10. Role of Government Little consensus on how government should or could improve early care and education. Sense that government can and should be doing more to improve the experiences of children in the first three years of life. But …

11. Government Action Support is strongest for providing new parents with education and helping high school kids not become parents. Substantial support for improving child care facilities: raising standards of workers, making child care more educational and increasing salaries.

12. Government Inaction Some suspicion about putting birth-to-3- year-olds in the public education system. Full-day kindergarten is not seen as a high priority - or even necessarily desirable. Universal programs must be voluntary, and it is important to emphasize this.

13. Illinois Voters’ Issue Agenda

14. A plurality thinks public funds are best used to improve learning experiences in elementary school

15. Framing the Issue Frame the issue as “helping at-risk children” or “preventing juvenile crime.” Stress that early childhood programs complement, rather than supplant, traditional K- 12 education. Present early childhood programs as a means of improving K-12 educational experiences.

16. Resonance of Pro and Con Arguments

17. Arguments as Drivers of Change Support for State Doing More Help kids prepare for school, make society better off. Should just make sure kids are safe. New brain research Give-away to irresponsible parents -.13.11 -.10 Early Support (control).10 Beta coefficients are a measure of the relative strength of each driver. All are significant at p<.05 level.

18. Impact of Endorsements

19. Message Development and Delivery Challenge: Convince the public of the connection between the importance of a child’s early years and the need for quality education during those years. Voices hires Zimmerman and Markman

20. Statewide Ad Campaign TV ads: Aired in 2000 and 2001 on network TV in Chicago and cable in five other markets Viewed by more than 6 million households Radio ads: Two ads aired February-May 2001

21. Billboards: Eight around state capital Statewide Ad Campaign Print ads: Featured local spokespeople: police chiefs, pediatricians, teachers, business leaders

22. The Impact on Public Opinion

23. Reported Exposure to Advertising

24. What age is most important for developing a child’s capacity to learn?

25. Increased Support for State Action

26. If we want to improve the learning experiences of children, what age is most important for investing public funds?

27. Making Progress in Illinois Governor creates Task Force on Universal Access to Preschool Focus: Providing voluntary access for 3- to 5-year-olds Blueprint for implementation due January 2002

28. zzz Market Strategies, Inc. Political Research and Consulting