Nota 10 Primeira Infância (Early Childhood Top Marks)

Objectives:

to document the opinions of the audience of the Nota 10 Primeira Infância Program – 4 to 6 years, broadcast by the Canal Futura television channel in partnership with the Maria Cecilia Souto Vidigal Foundation, on the quality of the program and the use of the concepts shown in the daily tasks of the parents, families, teachers, health professionals and social workers.

Highlight:

Identifying the features of the programs that the audience finds have the most impact provides Canal Futura with a basis for improving future episodes of the series.

Parameters:

  • Registration: Self-activation, supported by publicity on the social networks maintained by the foundations, calls during Canal Futura programming, and MGov mailing homeowners;
  • Audience: 1687 people registered in 631 Brazilian municipalities in all of the 5 macro-regions, and 825 interviews were conducted;
  • Phraseology: 26 questions about the socio-demographic profile of the audience, degree of satisfaction with the series, and impact on practices;
  • Incentives: An educational DVD from the Roberto Marinho Foundation and the Maria Cecília Souto Vidigal Foundation, with content for families or professionals who live or work with children up to 6 years of age for answering all of the questions in the calls.

MGov solutions:

  • Self-activation;
  • Mailing homeowners;
  • SMS and voice response unit calls.

Main results:

  • Outreach: Recommendations about changes in the strategy for publicizing the series to reach a wider audience;
  • Approach: Identifying the features of the programs that the audience finds have the most impact provides Canal Futura with a basis for improving future episodes of the series.
 
 

Destino: Educação Brasil (Destination: Education Brazil)

Objectives:

to survey the opinions of viewers television program Destino: Educação Brasil, and to document the adoption and/or intention to adopt new practices after watching episodes of the series.

Highlight:

the audience reports increased knowledge and changes to practices after watching episodes of the series, in the classroom and in engaging in the school lives of their children.

Parameters:

  • Registration: Self-activation, with the support of publicity on the internet and social network platforms of Canal Futura, the Roberto Marinho Foundation and SESI, calls during Canal Futura programming, and use of the mailing from MGov Brasil;
  • Audience: 2429 people registered in 855 Brazilian municipalities in all of the 5 macro-regions, and 825 interviews were conducted;
  • Phraseology: 5 rounds per month of 25 questions about consumption of the content, level of understanding, opinions, and impact on practices;
  • Incentives: BRL5.00 in pre-paid cellphone credit as a reward for completing the whole survey.

MGov solutions:

  • Self-activation;
  • Voice Response Unit calls.

Main results:

  • Impact: The audience reports increased knowledge and changes to practices after watching episodes of the series, in the classroom and in engaging in the school lives of their children;
  • Consistency: The different aspects of the content and the format of the series were assessed in a very positive manner by municipalities in different regions and with different profiles.
 
 
 

Futura Profissão (Future Profession)

Objectives:

to survey the opinions of viewers of the program Futura Profissão, and to assess the impact the program had on the interest in technical or technological courses and registering for them after watching episodes of the series.

Highlight:

sending reminders to watch the series leads to viewers expanding their knowledge of professions.

Parameters:

  • Registration: Self-activation, with the support of publicity on the internet and social network platforms of Canal Futura, the Roberto Marinho Foundation and SENAI, calls during Futura programming, and use of the mailing from MGov Brasil;
  • Audience: 2429 people registered in 855 Brazilian municipalities in all of the 5 macro-regions, and 825 interviews were conducted;
  • Phraseology: Randomized SMS reminders about the programming, aiming to impact on the probability of watching the program. Three rounds of 22 questions about consumption of the content, level of understanding and opinions, and assessment of the impact on the interest in technical and technological courses and registering for them;
  • Incentives:BRL5.00 in pre-paid cellphone credit for completing the whole survey.

MGov solutions:

  • Self-activation;
  • Correction of the failure of the randomization using SMS;
  • Voice Response Unit calls.

Main results:

  • Sending reminders to watch the series leads to viewers expanding their knowledge of professions;
  • The series has a positive impact, as it leads to greater acceptance of technical and technological professions.
 
English