Behavior Change Challenge
- Had to increase awareness about the 30-million word gap that affects U.S. children in lower-income families.
- Needed to find contestants who’d create, test, and deploy a solution to help parents and caregivers engage more fully with infants and young children.
- Challenge became more risk averse after a public mention by President Obama increased its visibility.
- Required going through lengthy public communications approval process within HRSA.
- Had to balance website creativity and ease of use with government regulatory compliance.
- Worked extensively with HRSA Office of Communications to craft talking points for the earned media strategy.
- Developed a robust editorial calendar of outreach activities months before contest launch.
- Provided media training for the Challenge’s official spokespersons.
- Designed and managed a three-phase Challenge, from proposal, through small-scale testing, to adoption.
- Created contest design parameters, Challenge rules, prize value, judging criteria, submission format and intellectual property recommendations.
- Facilitated contest submission review process.
- Received high-quality submissions in Phase 1 of the competition. Winners will be announced in March of 2016.
- Prompted 3000+ social media mentions and 100+ blog posts on the “word gap” during Phase 1 of the Challenge.
- Development and small-scale testing will occur from March to August in 2016.
- Scaling will happen from September 2016 to March 2017.
- Visit http://www.wordgapchallenge.hrsa.gov/ for more details.