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, talkreadsing.org, where they can learn more.