Nearly 1 in 4 South Australian children are developmentally vulnerable by school age. Established by Raising Literacy Australia and headed by former Federal Minister for Early Childhood Kate Ellis, the Early Years Taskforce asked for Showpony’s help in turning that statistic around.
Says Ellis: “We know up to 85% of a child’s brain development occurs during their first three years. Supporting children and their families during this time is one of the smartest investments that any community can make.”
With neuroscience research showing the simple acts of talking, reading, playing and singing with your baby can literally grow children’s brains in those critical early years, Showpony developed ‘Words Grow Minds’, a fun, educational campaign aimed at parents of young families. Based on research and advice from early childhood practitioners and literacy specialists, the campaign revolves around a catchy song and lovable animated characters.
The campaign recognises that while we all want the best for our little ones, sometimes it’s hard to know what to do to help. ‘Words Grow Minds’ gets straight to the heart of how we can help babies and young children thrive. It shows families that all they need to support their children’s growth is their time, attention and imagination, empowering them with activities and tips to try at home and in their community.
Says Rory Kennett-Lister, creative director, Showpony Adelaide: “Sure, we want to entertain the little ones, but across TV, digital, print and outdoor, our real target are the parents and carers we hope will respond positively to the message, as we encourage them to engage with their children in fun, simple ways.”
Says Sophie Allchurch, managing director of Showpony Adelaide: “We also saw a great opportunity to extend the campaign beyond traditional channels, creating a set of activity cards to be included in resource packs for parents and caregivers, taking the campaign into the homes and hands of our target audience.”
Says Ellis: “We can’t sit back and allow South Australian children to fall behind the rest of the country before they have even started school. ‘Words Grow Minds’ signals a renewed commitment to the early development process in South Australia.”
For more information, visit www.wordsgrowminds.com.au
Agency — Showpony Adelaide
Group Creative Director: Parris Mesidis
Creative Director: Rory Kennett-Lister
Associate Creative Director: Abby Moulton
Senior Creative: Andy Scott
Senior Art Director: Chris Kim
Art Director: Laura Marcus
Managing Director: Sophie Allchurch
Senior Account Manager: Ella Wood
Producer: Lisa Browne
Junior Producer: Alex O’Neil
Head of Digital: Matthew Basso
Web Developer: Min Jung
Illustrator / Animator: Arcade Studio (The Jackie Winter Group)
Sound Engineer: Scott Illingworth (Seeing Sounds)
Client — Raising Literacy Australia
Kate Ellis: Chair, Early Years Taskforce
Julia Jones: Director, Early Years
Raina Hunter: Marketing and Communications Executive
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