Words Grow Minds campaign formally commences in South Australia

The Words Grow Minds campaign, an initiative of the South Australian Department for Education’s Early Learning Strategy, formally commenced earlier this week. 

Words Grow Minds is SA’s largest campaign to nurture baby and toddler development, delivering on a key recommendation from the Royal Commission into Early Childhood Education.

The program provides messaging to parents of young children about how best to support their child’s development in the first 1000 days, and is led by Kate Ellis, the CEO of Raising Literacy Australia and Chair of the Early Years Taskforce.

“We cannot ignore the fact that South Australian children’s development is behind the national average before they even start school,” Ms Ellis said.

“The research is clear, with up to 85 per cent of brain development occurring in a child’s first three years, increasing positive interactions with young children will improve outcomes throughout their entire lives.”

Words Grow Minds will be rolled out across the state for parents, carers and service providers of children aged 0-3 years of age, after successful and independently evaluated trials in Mount Gambier and Whyalla.

Through the program the South Australian Government will support the development of the next generation of young South Australians with more than $4 million to expand early literacy programs, following the release of the Royal Commission into Early Childhood Education and Care handed down by Royal Commissioner Julia Gillard last year that recommended the expansion of the Words Grow Minds initiative.

The program is backed by the latest research on early childhood development, with input from practitioners, literacy experts, researchers and service providers who collaborated to create the campaign.

The colourful characters ‘Bobble and Bib’ will lead the multimedia advertising campaign with simple, consistent messaging around the life-changing benefits of talking, playing, reading, and singing to babies and toddlers.

Words Grow Minds is backed with free resources and tools for parents, carers and service providers, including 21,000 baby book packs and a new website packed with ideas.

Learn more about the program here.