Maxwell X Lab
Increasing Take Up for Help Me Grow
- Partners: CNY Diaper Bank and Help Me Grow
- Intervention: Behaviorally informed messaging campaign on stickers
- Method: Quantitative analysis
- Outcome: Stickers ineffective in generating text messages for Help Me Grow services
The Maxwell X Lab partnered with CNY Diaper Bank and Help Me Grow to test if a sticker campaign using behaviorally informed messaging might encourage parents to reach out to Help Me Grow via text messages to connect for social services, and, ultimately, to increase developmental screenings. Stickers with the message, “Life is a lot right now – we get it! We can help. Text HMG to 315-549-2346 for one-on-one support.”, were applied to 500 formula cans. The formula cans were then delivered to partner organizations for distribution to families.
After a three-month period of running the pilot, (April 14th to July 14th, 2021), results showed that the stickers were ineffective in generating text messages for Help Me Grow services. During the pilot period, Help Me Grow received only two text messages in response to the sticker distribution.
Interestingly, 2-1-1 call volume changed during the pilot period, increasingly dramatically in the month of June. However, it seems highly unlikely that this is related to the sticker campaign. The change is more likely due to a seasonal effect, word-of-mouth about the program that has led to a new trend, or simply an anomalous month.