The Conceptual Replication of Crianza Positiva E-Messaging Program During the COVID-19 Pandemic: Too Much or Too Little Information?

This article evaluates the conceptual replication of a text and audio Behavioral Change Communication Program (Crianza Positiva) on parenting practices and well-being in households with children aged 0–2 years in Uruguay during the COVID-19 pandemic. The intervention uses behavioral economics tools to reorient parents’ attention towards positive parenting practices. Using an experimental design involving 39 early childhood centers (687 families), we find no effects of the intervention on the outcomes of interest. This finding contrasts with those found in a previous edition of the program in 2018, which showed improvements in parental involvement, in the quality of parent–child interaction, and in adult–child language patterns (Balsa in Child & Youth Care Forum 53:1–22, 2023a; Balsa in Behavioural Public Policy 7: 607–643, 2023c; Bloomfield in Review of the Economics of the Household 21:95–130, 2023). We consider various hypotheses behind the lack of results, which in turn point to key issues to consider when designing similar programs. First, these messaging programs may work as a complement to more intensive interventions, but may have limited impact when implemented in isolation. Unlike the 2018 messages, which were sent after an 8-session face-to-face workshop, the new edition was implemented without a previous workshop. Second, the problems introduced by the pandemic increased families’ stress, time and space constraints, potentially reducing family’s receptivity to the messages. Indeed, we find suggestive evidence that the messages increased parental stress or depressive symptoms in adults facing household overcrowding. In addition, early childhood centers actively used WhatsApp messages to stay in touch with families during the pandemic, competing for the attention of the families. Finally, the 2020 sample had a higher prevalence of more educated mothers, who may be less responsive to these types of interventions.