These Onesies Are Designed to Get Parents and Kids Talking

Project By Bay Area Council and Goodby Silverstein Promotes Literacy

Published On
Jul 23, 2014

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Research shows affluent children hear 30 million more words than kids from lower income homes, and that this has a fundamental impact on their brain's development. So, to promote literacy in the Oakland area, the Bay Area Council teamed with agency Goodby Silverstein & Partners to create a free clothing line for kids that's designed to get parents and their kids talking.

Designed by the agency, with slogans such as "Let's talk about..bath time," the onesies, blankets and other materials will be distributed to new parents free of charge at more than 15 locations including Oakland hospitals, pediatric clinics, family playgroups and childcare programs. The clothing and blankets are all being produced by local clothing retailer Oaklandish.

The campaign also features billboards and bus-shelter ads with prompts like "Let's talk about the bus" aimed at reminding parents that everyday activities are an opportunity to help their child develop. TV and radio PSAs will also run in the Bay Area directing parents to a website,, where they can learn more.


Jul 23, 2014
Agency :
Goodby Silverstein & Partners
Brand :
Bay Area Council
Client :
Bay Area Council
Co-Chairperson :
Jeff Goodby
Creative Director :
Nick Klinkert
Copywriter :
Simon Bruyn
Art Director :
Andrew Livingston
Designer :
Mandi Lin
Designer :
Steven Bonner
Digital Artist :
Jessica Pettigrew
Executive Producer :
Hilary Coate
Producer :
Noah Dasho
Producer :
Suzee Barrabee
Retail Partner of Merchandise :
Angela Tsay
Executive Interactive Producer :
Margaret Brett-Kearns
Interactive Producer :
Justin Visser
Associate Web Developer :
Kia Lam
Associate User Experience Manager :
Patrick Wong
Director :
Todd Hido
Director, Photography :
Rory Mulhere
Production Coordinator :
Kacy Strand
Editorial Company :
Cut + Run
Editor :
Pete Koob
Assistant Editor :
Russel Fong
Executive Producer :
Deanne Mehling
Finishing, Visual Effects :
Visual Effects Flame, On-line :
Matt Tremaglio
Colorist :
Marshall Plante
Producer :
Nadia Patel
Animation/Graphic Effects :
Creative Director :
Trevor Shepard
Art Director :
Jordan Scott
Executive Producer :
Sam Swisher
Head of Production :
Paul Winze
Lead Animator :
Rachel Yonda
Audio Producer :
M Squared
Engineer :
Mark Pitchford
Director/Director, Photography/Editor :
Eric Herron
Producer :
Michael Damiani

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