Parent-Directed Public Health Campaign

Urgent issue: a national public health campaign risked missing its audience — parents of adolescents from diverse socioeconomic backgrounds — and with it the chance to prevent risky adolescent behavior.

The client was a non-profit public health initiative. They needed timely, representative feedback from parents of adolescents to ensure that the national campaign would land with the right tone, content, and reach to resonate across income levels, education, and cultural contexts.

Key differentiator: Racially matched interviewers — Springboard’s Asian, Black and Hispanic colleagues conducted remote interviews to ensure cultural alignment and authentic responses.

1. First, we assembled racially matched interviewers from Springboard’s team.
2. Then, we scheduled and conducted remote sessions with racially matched parents.
3. Finally, we captured and synthesized qualitative feedback on multiple creative concepts for concept testing and cultural insight.
4. Our involvement vs. client’s: Springboard led recruitment, designed the interview guides, conducted and hosted the interviews; The client provided the creative concepts as the stimuli for testing.
5. Steps involved: recruit moderators → schedule remote interviews → conduct interviews → document and synthesize parent feedback.
6. How quickly implemented: Several weeks to recruit and prepare guides and stimulus; two weeks to field interviews, analyze and interpret findings

Delivered final report in 5–6 weeks (preparation to final report)

1. National campaign launched after interview-driven creative validation
2. Sharp decline in the incidence of the targeted risky behavior following the campaign and new regulatory measurs