Period of activity: 2022
Completed
Partner: Studio Ideias and Instituto DataFolha
Region of operation: São Paulo
Served audience: families with young children
The project aimed to understand the reality of families living in vulnerable areas of Itu, their relationships of affection and care, as well as their dreams for their children. The initiative also sought to generate strategic insights to guide our actions.
Listening process steps:
● Planning with support from community agents and selection of Psychology students to conduct the listening sessions.
● Qualitative deep dive through visits to 24 families from different neighborhoods.
● Quantitative interviews with 121 families, in partnership with DataFolha.
● Systematization of key learnings in a strategic report.
Key learnings:
● Families value their connection to Itu, where they found work and support networks.
● Many do not access social programs due to lack of information, relying instead on community leaders.
● Education is seen as the main pathway to a better future.
● Affection, care, and concern were the most cited words in parents’ relationships with their children.
● There is constant fear of violence and, in some cases, persistence of corporal punishment.
● 75% of parents had their first child before the age of 20.
● 21% of families have no external support; another 21% receive help from grandparents.
● There is strong demand for projects to engage children outside school hours.
This in-depth listening process allowed us to better understand families’ stories and identify ways to collaborate more effectively in transforming their realities.
