The National Lottery Community Fund has launched its first campaign since a major rebrand, as part of the ten-year Lottery-funded “Better Start” programme set up to help families give their babies and very young children the best possible start in life.
Devised by 23red, “Big Little Moments” revolves around the idea that every interaction, no matter how small, can have a huge impact on the brain development of babies and children.
Using colourful, friendly characters representing adults and children, the work aims to drive understanding of social, emotional and language development, in order to promote more effective care-giving interactions among primary care-givers.
Static imagery and short animations focus on eight core behaviours and offer achievable ways for care-givers to interact with children during everyday situations – such as talking to the bump, or making time to play.
The campaign builds on the Frameworks Institute’s Core Story of Early Childhood Development research; a set of important scientific insights into early brain and biological development, and is the first time the research has been used in this way in the UK.
23red has partnered with media agency December 19 to develop a year-long plan focused on social media and mobile display, allowing for a hyper-targeted approach. Partnerships will also see the campaign run in the five “Better Start” pilot areas of Blackpool, Bradford, Lambeth, Nottingham and Southend. Creative and messaging was tested in each of the partnership areas ahead of the launch.
Activity will use a mix of owned, earned and paid-for channels, such as OOH sites, bus sides, leaflets and activity cards, bespoke for each area and based on local knowledge and resources.
National Lottery Community Fund head of funding Sarah Gibbs said: “There’s some great research and evidence behind what makes the best start for children, but often the way this is communicated isn’t right for those who might benefit from it most.
“Thanks to National Lottery players we have been able to work with our fantastic partners to develop a visually engaging campaign with positive messages. Parents and communities are well placed to shape the best solutions, so what we especially love about this campaign is the local knowledge that’s gone into making sure it’s right for its audience.”
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