The Impact of a Messaging Intervention on Parents’ School Hesitancy During COVID-19

Abstract

Throughout the 2020–2021 school year, families’ access to—and desire to participate in—in-person educational experiences was highly unequal. Concerns about “school hesitancy” in light of COVID-19 have continued into the 2021–2022 school year, driven both by concerns about well-being and concerns about safety. Using a nationally representative sample of families, we tested a messaging intervention aimed at reducing school hesitancy. We found that targeted messaging to address well-being and safety concerns substantially improved parent reports of their likelihood of sending their child back for in-person learning for parents who were previously unsure. The findings suggest the importance of careful COVID-related communication from schools.

Keywords

communication educational policy experimental research families survey research

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