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Social advertising will help to establish relationships with children
Last reviewed: 01.07.2025
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Social advertising has become an integral part of our lives and fulfills its main purpose – humanization of society by popularizing its significant values. It makes people think about current issues of our time, about health, children and relationships with them. The problem of strengthening the family and intra-family relationships are current issues of the modern world.
One of the problems that social messages can help solve is talking to teenagers about the delicate topic of sex. Many parents do not know how to approach and where to start a conversation "about it."
Experts from George Washington National University and RTI International talk about the extraordinary benefits of social advertising in this matter.
The aim of the scientists’ research is to study the impact of social advertising on teenagers and their parents.
During the research, over the course of 18 months, specialists observed the development of relationships between 1,200 parents and children who were subjected to social “processing.” The impact was exerted on them using printed and audiovisual means that could contribute to the liberation of children and parents, as well as the establishment of trusting relationships between them.
The control group, which included 700 subjects, was not subjected to this “treatment.”
A positive effect of social messengers on the development of father-child relationships was found, while relationships in the control group remained at the same level.
However, the nature of the mother-child relationship remained virtually unchanged in any of the groups, with only some changes noted, which were achieved through social advertising.
“In this study, we wanted to look more closely at the communication patterns between adults and children and how effective social advertising is in influencing them,” said Dr. Jonathan Blitstein, lead author of the study. “We found that mothers and fathers responded differently to these messages. This may be because mothers are more likely to talk to their children about sensitive topics. We also saw a positive effect of repeated exposure to printed and audiovisual media that convey the desired message and are able to persuade a person.”
When the study was completed, the communicative connection between fathers and children had reached approximately the same level as the basic connection between children and mothers.
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