Navigating Migrant Education in the USA

Abstract

This chapter is part of a study carried out as part of a final master's creative project in the School of Communications at Florida State University. A social marketing communication campaign was created for the Migrant Education Program from the Florida Panhandle Area Educational Consortium. The study was the foundation for developing effective strategies for influencing behavior change by understanding the intended population (perceptions, needs, and barriers). In this sense, this initial research stage brought valuable insights to describe the target audience and determine the best ways to reach them. For that purpose, a literature review and, from the qualitative perspective, mini-focus group discussions were conducted. The formative research yielded parents' perceptions and experiences, specifically beliefs, values, language barriers, parents' involvement in their kids' education, and communication channels.