A National Effort to Help Kids Succeed Too Small to Fail

Too Small to Fail— Tackling the Word Gap

Family reading, talking & singing habits 4 Percent of Children, Birth to Age Two, Who Had Family Member Read, Sing, or Tell Them Stories

5 16 mos.24 mos.36 mos. Total Vocabulary High Income Middle Income Low Income Child’s Age Source: Hart & Risley (1995) These activities take a toll on early vocabulary

New research has found that by age 2, a 6 month gap in language development is apparent. The vocabulary that a child has by the age of 4 is one of the best predictors of how they will do in school. And it’s not just the number of words

MAGNIFY ATTENTION Prompt parents, grandparents and caregivers to talk, read and sing even more with their young children each and every day. Raise awareness among parents and caregivers about the power of their own language-rich parenting, about how much their words shape their baby’s future MOTIVATE ACTION &

MAGNIFY ATTENTION Univision Partnership: Engaging Hispanics Across Multiple Partnerships Network News Program Integration PSAs Local News Content Online / Mobile Social Media Radio Local Events Online / Mobile Social Media Radio Local Events

MAGNIFY ATTENTION: Model Behavior & Mobilize Businesses Hollywood Strategy – Integrating Model Behavior into Television Shows Watched by Target Audiences – Integrating Messages into shows watched by Opinion Leaders – Further Develop Key Media Partnerships CGI America Commitments – Develop several key commitments for CGI America – e.g. hospitals, pediatricians, Text4Babies – Build on and refine existing early childhood commitments

MOTIVATE ACTION: Cities Strategy Criteria for Selecting Cities – Strong Commitment to Investing in Early Childhood – Lead Partner on the Ground – Interest in Testing Out Community-wide Intervention Key Components of Cities Strategy – Targeted Media Campaign – Community Touch Point Campaign (e.g. pediatricians, home visitors, libraries) – Development & Testing of Interventions

Early Summer 2014: Launch in Tulsa & Oakland

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The Problem We are Addressing Young children need frequent language rich interactions but some children in California are getting much less than they need to be successful in school and in life

WHY DOES IT matter?

YET ALL THESE MOMS SHARE SIMILAR DREAMS

Turning the world into a learning opportunity

“TALKING IS Teaching”

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Contextualized Prompts for Doctors’ Offices, Buses, Grocery Stores

Tote Bags and Clothing Line 25

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31 Television and Radio

32 Website and Social Media

SESAME STREET PARENT TOOL KITVROOM APP FOR ANDROID

NEXT Up  TV Airtime in coordination with F5 California  Physician and Family Toolkit  Hospital Systems  Large Scale Community Events  Community Replication Guide  Expanded Creative: grocery carts, event collateral, placemats…

In Your Community Our objective: Create a Turn-Key Campaign for Easy Replication Learn from experience in Tulsa and Oakland Make improvements based on findings Document experience Give communities access to materials this fall

36 Thank You. Susan True (831) | Ann O’Leary (415) |