How do you get low income moms to talk more to their babies without being patronizing?
Overview: By age 3, low income children have heard 30 million fewer words than their affluent peers which has devastating long term consequences. We were tasked with getting low income moms to talk more to their babies to help close this word gap. Most people don't realize that 80% of a baby's brain is formed by age 3 and that their language centres develop much faster than their speech muscles. This is why it is crucial to talk, read and sing to them.
Instead of creating a patronising PSA, we created beautiful babies clothes and turned everyday routines into an opportunity to grow your baby's brain. The result was a communications and public health program that is giving every child in Oakland better odds at being school ready and eventually getting out of poverty. Our strategy was picked up by the Hillary Clinton Foundation and is now being rolled out nationally.
Link to EFFIE winning case study here