ACA releases first national survey - American Camping Association; national parental survey on children's self-esteem

Camping Magazine, March-April, 1995 by John A. Miller

In late February, coinciding with our national convention in Orlando, ACA released to media across the country the results of our national parental survey on children's self-esteem. This first-ever survey provided ACA with important information about parents' views on raising children that underscores how our industry can be an important ally in the successful development of children and youth.

This key strategic initiative in our Public Awareness Campaign is the outgrowth of the work begun in 1993 by our Visionary Task Force. It was their recommendation that, in order to increase the number of children considering and attending camp, camp must be seen as vital - not discretionary. They felt that camp must publicly align itself more closely with the seven developmental needs of children it addresses: positive social interaction with adults and peers; structure and clear limits; physical activity; creative expression; competence and achievement; meaningful participation in families, school and communities; and self-definition.

By conducting and publicizing a survey on a current child development topic, for example self-esteem, we begin to position our industry as a critical player. The publicity generated from this effort will tell parents in a very powerful way our key marketing theme: all children are at risk; camp is an answer.

How it works

After a thorough review of current topics and surveys already published on child development issues, we determined that self-esteem was an issue that might best capture the media's attention in early 1995. Fleishman-Hillard Research, the research arm of our public relations counsel, conducted the survey in December, 1994. They surveyed 500 parents with children under age 18 presently living at home (providing a statistically valid sample with a 5% margin for error).

Once the survey results were in, we looked for an outside child development expert to credibly discuss the survey with the media and explain how camp develops a child's self-esteem. Michael Popkin, Ph.D., president of Action Parenting, Inc., will be our spokes-person. Not only is he an expert in parenting and self-esteem education, he also has 27 years of camp experience!

In late February, press packets were sent to key national and regional media, including parents' and children's magazines. A program to personally contact all of the key targeted media is now underway.

Survey results

Our survey found that a vast majority of parents recognize the important role they play in the development of their child's self-esteem. However, parents say, it is more difficult to raise a child today because society's morals and values have changed.

Survey results suggest parents believe pressures on a child's self-esteem continue to build in the preschool through high school years - when parents have less control over their child's environment Two in five parents think their child needs "some" or "a lot" of self-esteem improvement. More than four in five parents say a separation or divorce significantly affects a child's self-esteem. This last fact is particularly significant in light of recent Census Bureau information that shows 30% of U.S. families now have only one parent.

The survey also found that only 29% of parents think summer camp can improve their child's self-esteem. We have a long way to go in moving ourselves toward being perceived as "vital." The good news is, our current Public Awareness Campaign is designed to do just that. ACA's survey is a major step in helping us position ourselves as a leader in child development.

Editor's Note: A summary of survey results is available at no cost to ACA members. The full report is available for $7.00. Call Public Relations at 317-342-8456 ext. 306 to order.