Public Awareness Plus: Born Learning Campaign

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Public Awareness Plus Born Learning Campaign

• Born Learning Campaign Overview

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Headline News

• News Flash 1 -- New early learning research
  featured in Newsweek says relationships are the
  engine fueling child development.
• News Flash 2 -- Born Learning puts you on the
  cutting edge of that new research with
  pre-packaged, research-based tools for parents,
  grandparents caregivers.
• News Flash 3 Its a free, multi-media
  comprehensive public engagement campaign that any
  organization can use to support early learning.

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Its a Unique Public Engagement Effort

• Born Learning is the only national public
  engagement focused on early learning that seeks
  to drive parent/caregiver understanding
  outcomes while supporting community action
  public policy debates about early learning.

• Direct messages to parents/caregivers via PSAs,
  Web site educational material
• Credibility, visibility turnkey approach to
  elevate early childhood development issues in any
  community

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The Born Learning Campaign Frame

• Theme everyday moments.
• Were telling stressed, overwhelmed parents and
  caregivers that early learning isnt about
  flashcards and educational toys.
• Children are born learning and are active
  participants in their own learning every moment
  of their lives.
• Were sharing how children really learn and
  teaching the important adults in their lives how
  to observe, connect with and extend this learning
  every day.

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Why Are We Doing This?

• Parents caregivers undervalue their role in
  school readiness.
• 1 in 3 think parent/caregivers loving
  interaction with a young child has little bearing
  on that childs learning capacity.
• Parents caregivers are overwhelmed -- they want
  help.
• Parents, grandparents, caregivers public dont
  understand how children learn.
• Parents dont always know what to do to support
  early learning dont think they have time to do
  what it takes.
• Born Learning research shows parents want
  user-friendly action steps they can integrate
  into everyday life.

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The Cornerstones of Born Learning

• Awareness Providing important information about
  how young children learn.
• Education Providing easy, fun action steps that
  parents, grandparents and informal caregivers can
  use everyday.
• 3. Action Providing a visible platform for
  public policy and action.
• Our goal is to inspire everyone who impacts young
  children to
• make the best possible decisions to boost school
  readiness. And
• we aim to give them the tools to make
  long-lasting change.

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Born Learning Partners

• Born Learning is rooted in partnership, at
  national and local levels.
• United Way, mobilizing communities to create
  lasting change
• The Ad Council, harnessing the power of the
  media to impact social change
• Families and Work Institute, known for its
  scientific and public engagement expertise
• Civitas, a national nonprofit creating
  educational products about early learning for
  parents, caregivers and professionals

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Leveraged Resources

• Together, were bringing to the table the best
  research-driven communication products.

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National Support is Growing

• Born Learning is backed by the system of 1,350
  local United Ways
• and a growing list of local/state partners
  working together to
• elevate school readiness. Some examples
• National Governors Association features Governors
  First Ladies in 19 states endorsing the
  campaign in TV PSAs.
• Marshall Fields marketed special Born Learning
  gift card sleeves, with proceeds dedicated to
  early childhood development programs in targeted
  cities.
• National League of Cities is pursuing
  partnerships in key cities

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Born Learning Measurement

• Measuring impact is key to Born Learnings
  success.
• Were driving toward national outcomes for
  parents a public
• policy platform to support those outcomes
• Parents, grandparents and family/friend/neighbor
  caregivers know
• that children are born learning
• and that their interactions with young children
  in everyday moments are important to early
  learning.
• and they provide responsive care giving.
• and they act to extend their childs language and
  promote literacy.

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Components of the Born Learning Campaign

• awareness
• education
• action

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1. Awareness

• National PSAs (TV, cable, radio, billboard,
  newspaper, magazines, Internet) sent to all 210
  media markets
• National/regional media coverage
• Tools to help campaigns tell the school readiness
  story locally
• How to guidelines for generating headlines on
  early learning
• Press releases, template speeches, presentations,
  fact sheets
• Visibility enhanced by corporate partners

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TV and Radio Advertising
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Billboards
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Billboards (Spanish)

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Print Advertising
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Web Banner Advertising
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2. Education

• Web site (www.bornlearning.org)
• Parent and grandparent videos
• Research-based material for caregivers that
  local, regional or state Born Learning campaigns
  can localize.

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Web Offers Expert Content and Resources

• Expert-based tips and advice encourage fun and
  make it easy for caregivers to encourage learning
  in everyday moments.
• Latest research on early learning is basis for
  all content
• 20 printable fact sheets, checklists tools
• PSAs and parent video clips streamed
• Links users to local resources

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Web Showcases FWIs Mind in the Making

• Home page features Learning on the Go, tips that
  caregivers can use in everyday settings like at
  the market, in the car, or on a walk.
• Created by Families Work Institute from its
  forthcoming Mind in the Making project
• learning modules
• TV series
• radio PSAs
• family videos
• videos fact sheets for policymakers

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Born Learning Products

• A suite of research-based, high-quality products
  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 Civitas
  experts.

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Born Learning Product Overview

• Local Born Learning campaigns get pre-designed
  toolbox of materials to localize, print and
  distribute
• Playbook brochure equates play with learning
• Kid Basics snapshot cards
• Your Child _at_ series on ages stages (birth5)
• Parent Tools offer interactive supports
• Poster spells out 5 keys to early learning

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Playbook Brochure

• 5-panel brochure helps make the most of a childs
  playtime

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Kid Basics

• 9 topical cards providing quick facts and
  recommended action stepsTopics well
  visits,connecting with kids, child care, sleep,
  play, dads, discipline, feeding,
  literacy(English Spanish)

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Your Child _at_ Series

• 10 covering ages and stages (English and 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

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Parent Tools

• 7 checklists, logs and ideas/activitiesTopics
  include child care, feeding, sleep,
  fathering(English Spanish)

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Poster

• A poster highlighting key messages about creating
  a nurturing environment for a young child.
  Ideal for child care centers.(English
  Spanish)

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Understanding Children

• 10 encyclopedia-like sheets with QA, facts,
  advice, action tips and other info on key topics
• Brain development, prenatal development, sleep,
  play, fathers, child care, health/nutrition,
  stuff you need etc.

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Bits of Understanding

• Monthly email newsletter on topics of interest
• Parents, grandparents and caregivers can sign up
  at bornlearning.org

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3. Action

• Its all about creating lasting community change.
  

Born Learning can unify efforts. Early learning
coalitions can use the campaign to advance
community action and public policy agendas. Born
Learning can be part of a whole. Early learning
initiatives can adopt Born Learning as one of
their activities. Born Learning gives new life
to existing efforts. Existing branded early
learning efforts can use it for new content.
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National Born Learning Campaign Logic Model
Increased number of strategies (including BLC)
that are aligned for early childhood impact
Increased number of public and private partners
(national and local)
Comprehensive and systemic approach to
implementing BLC
Expanded local community commitment to BLC and
early learning
Community Changes/ System Outcomes
Increased number of state level policies that
support early learning
Inputs
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Using Born Learning to Make ChangeAlready,
communities adopting Born Learning campaigns are
finding new ways to create new opportunities

• Recruiting new partners
• Reaching new segments of target populations
• Developing new collaborations to advocate for
  school readiness
• Getting new media attention for the issue
• Accelerating at new pace towards strategic
  outcomes
• Pushing existing early learning community work to
  new heights

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Enhanced Campaigns Take It Deeper

• Up to 10 communities or states will be designated
  as Born Learning Enhanced Campaigns in 2005.
• Enhanced Campaigns get intensive national
  support, advice, counsel and customized Technical
  Assistance to develop a strategic plan on the
  foundation of Born Learning to meet that
  communitys outcomes, using its resources
  meeting its challenges.
• Its a customized strategy to educate, support
  and mobilize action in a given community or
  state.

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Born Learning Resources

• Coming this fall to a computer near you!
• Born Learning campaign tools on
  www.bornlearning.org
• Education material to download localize print
  
• PR media outreach tools
• PSAs to view, download or order copies of
• Templates to promote the campaign
• Community mobilization tools

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Born Learning Contact

• Questions about the Born Learning campaign?
• Contact
• Marlo Nash
• National Director, Impact Strategies
• United Way Success By 6
• marlo.nash_at_uwa.unitedway.org
• [phone], ext. 435