Targets economically crucial early childhood education
The United Way of Greater St. Louis convened a meeting of representatives from 90 different early childcare and education partners on Friday to kick off Born Learning, a national campaign that calls attention to the importance of learning right from birth. The meeting was conducted at the United Way offices in downtown St. Louis.
The Born Learning campaign is designed specifically to help young children prepare for school from birth. It offers parents and other caregivers tips and advice for creating quality early-learning opportunities for young children. The campaign offers “doable” action steps that make early learning easy and fun through everyday activities such as sorting laundry and grocery shopping.
Research shows early learning reduces educational failure, crime, drug use and violence, while lowering cost for health care, social services and remediation. Yet, almost half of America’s kindergarteners come to school behind, according to the U.S. Department of Education.
Recent studies also reveal that early childhood education is immensely productive in economic terms in its role in forming students who become productive workers.
Born Learning will enhance the United Way’s local early childhood education initiatives that include Success By 6 and a $1 million federal Early Learning Opportunities Act (ELOA) grant to help build early childhood literacy.
“We want to do all we can to help prepare children to succeed in life,” said Gary Dollar, president and chief executive officer for the United Way of Greater St. Louis. He said families and others who care for children understand that the early years are important and that children are born learning. Yet, he said, many don’t know what action steps to take to encourage early learning or think they lack the time to prepare their children for school.
“Early learning is essential for not only success in school, it’s also the necessary jump start needed to ensure adults have greater success,” said Sue Stepleton, chief executive officer, Parents As Teachers National Center, one of United Way’s collaborative partners in its ELOA grant.
“Any time we can support initiatives that help parents and caregivers of children, we’re on board.”
The Born Learning campaign is driven by a national partnership between United Way of America, the Ad Council and Civitas, an expert in early childhood development marketing strategies. A May 3 national launch unveiled $30 million worth of television, radio, newspaper and other media promotions as well as access to educational materials. The campaign will be conducted over a three-year period.
The local United Way is working closely with other early learning stakeholders that include government and public policy officials, United Way-member and non-member agencies to explore ways to create community-based activities to reach more people to promote healthy childhood development throughout the bi-state region.
Launch attendees viewed the nationally produced Born Learning public service announcements, received early learning resource information and educational materials that are chocked with simple ways to create early learning opportunities that can begin at birth.
Parents and caregivers can call the United Way of Greater St Louis’ Information and Referral line at (314) 421-4636 or visit www.PledgeUnitedWay.org to obtain more information and download early learning materials. The Born Learning website (www.bornlearning.org) offers parents additional action tips, information and resources, and support for community activities.
