WED-100 - Evaluating the Changing Needs of Parents and Caregivers in Washington State

Brief Abstract Summary: Key Take-Aways
Learn about the history and foundations of the Watch Me Grow Washington program.
Gain an understanding of the results from an evaluation of parents and caregivers of children age 0-6.

The Watch Me Grow Washington (WMGW) program aims to consistently evaluate and adjust to the changing needs for trustworthy health and safety information for families in Washington State.

The most recent evaluation consisted of an online survey from parents and caregivers of children 0-6 years in Washington State. Preliminary results show that 72% of respondents read content of these mailings carefully and 87% indicate they learn from the mailings.

Additionally, respondents shared that the WMGW mailings influenced decision making most significantly on the topics of nutrition, safety, and parent-child interaction. Notably, 83% of respondents indicated they took action because of the mailers, such scheduling a well-child visit.

Detailed abstract description: For over 25 years the Watch Me Grow Washington (WMGW) program has disseminated health and safety information to all families with children ages 0-6 throughout Washington State, via paper mailings and email. These health promotion materials are offered in English and Spanish, following language access and health literacy principles.

Each WMGW mailing includes evidence-based information in several key child health areas, including the timing of well-child visits, growth and development, vaccines, nutrition and physical activity, oral health, safety, school readiness, environmental health, and family support and routines.

Mailings are synced with the American Academy of Pediatrics well-child visit schedule. Each mailing is timed to arrive prior to a child’s next anticipated well-child visit. This program is unique to Washington state and successfully sends around 1.3 million mailings each year.

With guidance from Department of Health’s evaluation team, the WMGW program developed a survey (in English and Spanish) that requested feedback from parents and caregivers of children ages 0-6 in Washington State. The intended goal is to connect with stakeholders and gather data to support ongoing improvements and effectiveness of the program. We crafted the 10-question survey using health promotion principles and focused on engaging stakeholders by evaluating how they receive and read materials, and if there are behavior changes made after reading the materials. Approximately 300,000 flyers were sent out to parents and caregivers via mailings (and website banner with link to survey) during the 2.5-month evaluation period. Parents and caregivers were incentivized to complete the survey by being entered into a drawing to win 1 of 10 $50 gift cards.

Over 1500 people completed the survey. Preliminary results shows that 72% of people read content of these mailings carefully and 87% indicate they learn from the mailings. Notably, 83% of people indicated they took action because of the mailers, for example almost 50% of respondents noted they looked into a health topic more in depth. The mailings had the most influence on the topics of nutrition, safety, and parent-child interaction. Among respondents who selected the “Other” category of what behaviors our mailings influenced, many noted “milestones” while others commented that the mailings reinforced decisions they already made. Almost 64% of respondents agree that mailings help prepare them for their child’s next well-child visit. Most parents and caregivers (67%) would like to continue to receive paper mailings, while many added comments that a texting feature or application may interest them.

Upon initial analysis of the data, WMGW remains a valued source of credible information among our target population. Our program intends to further analyze these evaluation data to inform future program improvements with intentions to better meet the needs of parents and caregivers in Washington State.