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Born Learning: Tools to Advance Early Childhood Campaigns.

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Presentation on theme: "Born Learning: Tools to Advance Early Childhood Campaigns."— Presentation transcript:

1 Born Learning: Tools to Advance Early Childhood Campaigns

2 Why is United Way Involved In Early Learning? United Way of America is transforming itself –from fundraiser to community leader –focused on galvanizing communities to change lives –bringing unique strengths to the table leadership & collaboration business relationships community need insight funding

3 United Ways Have Long Been Engaged 80%+ United Ways support early learning –funding agencies serving children –advocating for early learning policy –leading early learning community impact initiatives United Way’s Success By 6 –350+ local & state public-private-nonprofit partnerships working to boost school readiness – America’s largest network of early learning coalitions –17 years of local innovation that works

4 It’s All About Economic Opportunity Early learning is one of United Way of America’s top 3 strategic initiatives… … because we know it’s essential to break the cycle of poverty & to build a foundation of success. UWA wants to renorm thinking around early learning

5 The Unacceptable Gap Half of America’s kindergarteners are coming to school behind The most vulnerable children are at least 1-2 years behind By the age of 5, many children in high-risk environments are already developmentally behind This gap only grows over time -- undermining school readiness and success in life. -- Dr. Craig Ramey, Center for Health & Education, Georgetown University

6 Parents & Caregivers Need Help & Information Parents & caregivers dramatically undervalue their role in school readiness -- 1 in 3 incorrectly believe their loving interaction has little impact on their child’s learning capacity. (2000 study done by Civitas, Zero To Three & BRIO) Caregivers know the early years matter, but don’t know exactly what to do to promote early learning – and don’t think they have time to do what it takes. (Ad Council & UWA public opinion research, 2004)

7 The UWA Response That’s why United Way is investing in a public engagement campaign to give parents, caregivers & communities tools to support school readiness Goal is to help parents, caregivers & communities create early learning opportunities for young children

8 Q. What Is Born Learning? One strategy to reach family, friends & neighbor caregivers Unique national-to-local effort: national visibility ($44 million worth in 1 st year) designed for local adaptation Free community engagement toolbox available to any state or local early learning coalition 500+ online tools, tips & templates to support public awareness, caregiver education & community action A. All of the above…

9 Born Learning Headlines News Flash # 1 – Born Learning leverages new research saying that relationships are the engine of a child’s development – not flash cards or fancy toys News Flash # 2 – It gives any early learning coalition pre- packaged, research-based tools to support community change –You don’t have to be a United Way News Flash # 3 – It’s a free, multi-media toolkit that’s continually updated to help you engage your community

10 Built on Partnership United Way of America Civitas Families and Work Institute The Ad Council 375+ local & state Born Learning campaigns Strong partnerships & corporate support –Publix and Nationwide illustrate corporate involvement –Dolly Parton’s Imagination Library and First Book –Association of Children’s Museums –American Academy of Pediatrics –National League of Cities –Birth to Five Policy Alliance

11 The Message Framework – Everyday Moments Telling stressed, overwhelmed parents, grandparents & caregivers that early learning isn’t hard or expensive…it’s nurturing relationships that matter Communicating that children are active participants in their own learning…literally born learning … and here’s how you can support learning Targeting adults impacting children in the early years Helping adults create environments to support a child’s social, emotional, cognitive development – at home, in child care & in the community

12 Awareness, education & community action

13 Awareness Opportunities PR tools online to help you generate headlines –Media relations tips & event ideas, messaging, “swiss cheese” press releases & editorial columns, parent column with tips Two rounds of Ad Council PSAs to 24,000 media outlets –TV, radio, print, billboard, Web ads (localizable by United Ways) –Top 10 Ad Council performer Exceeding Ad Council average of $30 million in donated media per year 1 billion impression so far from all campaign components 226 million impressions for women 18+ (double Ad Council average) – 1.4 million people taking action by visiting campaign Web site each year 122,000 Web visitors per month seeking more info

14 Education & Parent/Caregiver Outreach Opportunities Continually updated product line of research-based material –Downloadable & localizable to promote you, partners & sponsors It’s reaching people –More than 1.2 million parents reached (reported by less than half the United Way Born Learning campaigns) –Estimate of 10 million educational materials disseminated Helps you maximize with strategic distribution tips & tools –Ideas & strategies to reach targets, especially vulnerable populations Mostly written for 3 rd -grade reading level Virtually all in Spanish (along with Spanish PSAs & Web site) Only cost is printing

15 Online community engagement guide & tools –Details & stats on early learning –Links to latest expert research –Outline of research basis & strategy behind Born Learning –Fact sheets with graphs & research that make the case –Communication tools to persuade business leaders Best practices from across the country & proven to work Community Action Opportunities

16 Make The Case to Business Communications Toolkit Designed for & tested with business leaders “Why Early Learning Matters” –Adaptable PowerPoint & brochure –Drop-in policy slides Champion Action Tips with specific asks User Guide offers best outreach strategies Flash Video for emailing Online Birth to Five Policy Alliance Resource Library – “best of show” Center for Law & Social Policy, Committee for Economic Development, Fight Crime Invest in Kids, National Center for Children in Poverty, National Conference of State Legislatures, National Governors Association’s Center of Best Practices, National Scientific Council on the Developing Child, Ounce of Prevention Fund, Zero to Three

17 Why Early Learning Matters brochure online, adaptable & free (you print)

18 Seven Levels of Born Learning Engagement … LEVELWHICH MEANS… PSA Placement Working with media to ensure local placement of PSAs Public Relations Reaching out to reporters & editors Getting media coverage of the issue Localizing & basic fulfillment Localizing material Sending material to callers upon request Opportunity-based distribution Looking for opportunities to distribute material Not engaging in direct contact with parents or caregivers Third-party distribution Asking “trusted advisors” to talk about the materials Asking advisors to help parents apply the concepts Strategic & intentional outreach Communicating campaign messages & materials to target audiences where they live, play, work, shop, worship etc. Using campaign as community change tool Strategic, proactive media & material distribution activities focused on results Using campaign in integrated strategy to make community change, including public policy and system change Awareness Education Action

19 What’s Happening On the Ground? Generating new energy, partners & focus on early learning Increasing parent outreach & education »Greenville: home visitors using materials as parent coaching tools »Brownsville: incorporating into neighborhood-based meriendas Involving new community partners »Topeka: partnering with movie theaters Engaging hospitals, pediatricians & state agencies »Highland City, FL: doctors’ offices are Born Learning “kiosks” Enlisting new champions »Atlanta: reaching out through pastors & pulpits Generating new sponsors »New attention by TV stations, major employers Enrolling the business community »Employers turning break rooms into family support centers

20 How Can Born Learning Support You? Has tools to support strategic goals of any coalition or organization focused on early learning Local United Ways can use Born Learning to help: –Raise awareness – with or without a SB6 –Build knowledge of parenting & child development –Connect with business leaders around early learning Helps you engage your community in early learning –Tools & templates to boost visibility of issue can boost support –Step-by-step community engagement tools on Campaign Central on

21 Driving to National Parent Behavior Outcomes All components of campaign – PSAs, material, Web site – drive toward national outcomes for parents: Extending language & literacy through talking, reading, telling stories, writing, singing & rhyming with children Responsive care giving through responding sensitively to children’s needs, establishing routines, sharing love & affection, talking lovingly with young children Reinforcing the valuable role of parents & informal caregivers in supporting early learning Using everyday moments – fun, loving interaction – to reinforce learning

22 Born Learning Evaluation Awareness tracking (Ad Council) perceived awareness and importance of the issue changes in attitudes and beliefs key changes in behavior that promote early learning Activity tracking by each campaign (calls in, materials out, people touched etc.) –activity & output tracking tools, white papers, models & more available on Campaign Central Parent & caregiver behavior –55% who saw ads are using everyday moments more to support learning

23 Parent & caregiver material

24 Born Learning Products A line of research-based, high-quality products for parents, grandparents & caregivers support advertising and Web messages – and offer specific support to caregivers on key topics. Created and market-tested with consumers by Civitas Content approved by national panel of early childhood experts

25 Born Learning Product Overview Registered Born Learning campaigns get pre-designed toolbox of materials to localize, print and distribute: Grocery list fridge pad with parent tips for in-store learning Language & literacy activity card booklets Playbook brochure equates play with learning Kid Basics “snapshot” cards with action steps Your Child @ series on ages & stages (birth–5) Parent Tools offer interactive supports Poster spells out 5 keys to early learning, ties with parenting video & series of stickers on each idea Parenting & grandparenting videos & Talaris interstitials

26 Fridge Tip Pad Grocery store tip pad 15 parent tips for use in grocery store Magnetic pad English & Spanish Localizable

27 Recipes for Learning 60 different language & literacy activity cards Bound as booklet Organized into activities for infants, toddlers and preschoolers English and Spanish Localizable

28 More Recipes for Learning

29 Playbook Brochure 5-panel brochure helps make the most of a child’s playtime Also available in Spanish and downloadable PDF format

30 Kid Basics Card Ring 9 topical cards providing quick facts and recommended action steps Topics: well visits, connecting with kids, child care, sleep, play, dads, discipline, feeding, literacy Also available in Spanish & in downloadable PDF format

31 Your Child @ Series 10 covering ages & stages (English & Spanish)  Birth  2 months  4-6 months  6-12 months  12-18 months  18-24 months  24-36 months  3 years  4 years  5 years Includes seal from American Academy of Pediatrics Low-literacy version available

32 Parent Tools 12 guides for parents: checklists, logs and ideas/activities Topics include child care, feeding, sleep, fathering, activities with grandparents, making reading fun & understanding your child’s feelings Also in Spanish

33 Five Key Ideas Poster 11 x 17” poster highlighting key messages about creating a nurturing environment for a young child Ideal for child care centers Also available in: low-literacy format 15 x 25 “supersize” Spanish Can be used together with 5 Key Ideas stickers & “Begin with Love” video

34 Parenting & Grandparenting Videos Begin with Love & Grandparenting DVD Two 30-minute videos aimed at new parents (narrated by Oprah) & grandparents (narrated by Maya Angelou) Offers tips for connecting with young children Focused on responsive caregiving & language & literacy outcomes Packaging can be localized Begin With Love endorsed by American Academy of Pediatrics

35 Talaris Interstitials :30 and :60 videos that model parent behavior & provide action steps Topics: storytelling, reading, print awareness 3 English / 1 Spanish Co-produced by Civitas & Talaris Research Institute Ideal for doctor’s offices, parent resource centers etc (cannot be used on broadcast TV) Packaging can be localized

36 Bits of Understanding Monthly email newsletter on topics of interest Parents, grandparents and caregivers can sign up at

37 Learning On The Go Tips On the Web at And in downloadable PDF with “Learning On The Go” tips New online tips & PDFs in 2007

38 Maximizing Born Learning for Community Impact If your focus is on raising awareness: TV, radio and billboard messages increase visibility and raise awareness about early learning If localized, PSAs raise visibility of your initiative as an early childhood leader With news coverage, speaking opportunities & opinion leader outreach, key messages begin to reach business leaders and the people with authority to change systems and policies.

39 Maximizing Born Learning for Community Impact If your focus is on parent education: Parent tools - made available where families live, work, play, pray and shop - can increase understanding about how children learn and what adults can do to shape their learning PSA or parent education videos in clinic waiting rooms, faith communities, retail outlets, etc. help caregivers develop a deeper knowledge about what they can do to help their young children learn If parent tools are also integrated in parenting classes or home visits & explained by trusted advisors (i.e. pediatricians and faith leaders), it drives parent/caregiver behaviors that support early learning.

40 Maximizing Born Learning for Community Impact If your focus is on changing systems: Integrate parent tools, Mind in the Making, and evaluation in local Head Start programs for parents Launch an Imagination Library project and send parent tools to all enrollees (along with list of parent training resources) Convince your state’s health department to include parent tools, Mind in the Making and evaluation in home visiting programs across the state Work with your local Association for Education of Young Children to train child care providers to promote early learning using the parent tools Establish a support group system for family, friend and neighbor caregivers that includes education and social engagement. Use the research and parent tools as conversation starters.

41 Maximizing Born Learning for Community Impact If your focus is on public policy: PSAs and research-based tools will elevate visibility of your initiative Media tools and templates will help expand your sphere of influence Community mobilization tools will help you garner needed allies from the non-profit and advocacy community as well as build grass-roots support Opinion leader tools will help you enlist business leaders as champions and advocates Research-based messages, tools,and templates will help you equip business leaders to influence policy makers

42 How To Get it All? Available to any registered Born Learning Campaign, along with 500+ awareness, education & engagement tips, tools and templates on Campaign Central on Any registered Born Learning campaign can get strategy, ideas & step-by- step help to engage communities around early learning

43 For more on Born Learning Check out parent tips at Learn more about United Way Success By 6’s support of early learning Contact Rachel Perry Communications Director United Way Success By 6 (828) 254-5503

44 Thank You

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