Applying the Principles of Direct-to-Consumer Marketing to Recruit Mothers and Fathers to Parenting Programs

A Randomized Controlled Trial

Bibliographic Data

ID9614155
AuthorsRaziye Salari (0000-0002-6363-4030, Friedrich-Alexander-Universität Erlangen-Nürnberg, corresponding author), Anna Sarkadi (0000-0001-6594-2291, Uppsala University), Helena Fabian (0000-0002-9127-778X, Uppsala University), Shirin Malek (0000-0002-1705-3884, Uppsala University), Anton Dahlberg (0000-0003-0136-8862, Uppsala University)
Year2026
Volume57
Issue1
Pages90-102
Publication date2026-01-01
Open AccessYes
TypeARTICLE
VenueBehavior Therapy (JOURNAL)
Journal identifiersISSN: 0005-7894 • E-ISSN: 1878-1888
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.beth.2025.07.001
PMID41620248
OpenAlexW4412418434
LanguageEN
References cited42

Parenting programs are effective in promoting positive changes and improving the mental health of children and parents. However, low program uptake undermines the incorporation of these programs into routine community settings. Therefore, we examined whether redesigning the program flyer using insight from consumer science could increase parental participation. In this randomized controlled trial, 164 preschools were randomly assigned to a control condition or one of four experimental conditions. Parents of children in each condition were invited to participate in a universal parenting program using either the usual flyer used by local practitioners (control flyer) or one of four new flyers. The new flyers were designed based on prior research findings on why parents participate in universal parenting programs. Because fathers and mothers have been shown to have different reasons for attending parenting programs, we tailored the flyers separately for mothers and fathers. The four flyers were one mother-specific flyer, one father-specific flyer and two mixed-content flyers. The number of participants recruited varied significantly across the flyers. Overall, the redesigned mother-specific and father-specific flyers, but not the mixed-content flyers, outperformed the control flyer in recruiting parents. In addition, compared with the two mixed-content flyers, the mother-specific flyer attracted significantly more mothers and the father-specific flyer attracted more fathers. However, we found no difference between the two specific flyers themselves. Simple direct-to-consumer (DTC) marketing strategies tailored specifically to mothers or fathers can potentially increase program uptake. Future studies should further examine the importance of the visual and content of DTC messages

Developmental psychology · Parenting skills · Business Strategies and Innovation · Consumer Behavior in Brand Consumption and Identification · Marketing and Advertising Strategies · Psychology · Social Psychology

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