Quebec's ‘Help Them Grow’

Raising a child is one of our most complex undertakings as human beings (Westley et al. 2007). This case, which involved the identifi cation of possible interventions and evaluation methodologies to monitor progress toward the focused objectives of early childhood initiatives, proved similarly challenging. This complexity made all the more acute the need for formative research and regular evaluation activities in connection with the Lucie and André Chagnon Foundation’s multi-year social advertising campaign to promote early childhood development in the province of Quebec, in Canada.