Giving children a stronger start: Qualitative insights from first Five California's campaign to address adverse childhood experiences and toxic stress

Abstract

Objective There is a high prevalence of Adverse Childhood Experiences (ACEs) and toxic stress response (TSR) in California. ACEs can lead to negative long-term outcomes and intergenerational transmission therefore parent and caregiver education is paramount. Stronger Starts is the first media campaign developed to increase awareness about ACEs and TSR among parents and caregivers of young children. Methods We conducted campaign messaging testing focus groups and interviews ( n = 42) in 2023 by showing storyboards to California parents and caregivers of children ages 0 to 5, who were experiencing low-income, and reported ACEs themselves. Storyboards featured educational messages about ACEs and TSR and how to disrupt TSR. Results Participants were motivated to address and learn more about TSR when messaging: employed a hopeful, nonjudgmental tone and provided actionable steps; depicted a strong parent-child connection; conveyed urgency and seriousness of TSR from a "voice of authority"; and reflected relatable, diverse families.Innovation: The Stronger Starts campaign is leading the way in trauma-informed education for parents with ACEs. Conclusions Findings underscore the importance of understanding an audiences' spectrum of lived experiences in determining the most motivating and effective messaging.