A recent study from the UCLA Center for Health Policy Research focused on factors contributing to parents reading and singing to their children such as the impact of the Talk. Read. Sing.® ad campaign. Parents surveyed had high ad recall (87%) associated with increased rates of reading and singing to their children throughout the week.
Our firm developed the Talk. Read. Sing.® campaign for First 5 California in 2014. We have refreshed and renewed the ads but the central message has remained the same, Talk. Read. Sing.® to children under five. The key to increased awareness is attributed to our memorable jingle and fun-loving brainy birds inspired by our focus group research.
Parents and caregivers are multitasking throughout their day so we plan carefully using our trademarked 360° Communications™ strategy. In addition to hearing and seeing our messages on multiple platforms, we share the ads in 16 languages and find trusted sources to reach diverse cultures.
UCLA Center for Health Policy Research found more than three-quarters of California parents of children ages 0 to 5 years read and sing to their children three days a week or more with a 13% increase in those recalling the ads.
In addition, by sharing the messages in multiple languages the ads change behaviors in non-English speaking communities and encourage parents to take active roles in educating the child.
Talking, reading, and singing is crucial during a child’s first five years to develop literacy and language skills. The benefits of communicating during these early years are associated with enhanced social-environmental development as well as improved behavior, attention, and language ability. Most importantly, it prepares kids to enter school with the skills to succeed in a classroom.
The study was developed using 2005-2016 data from the California Health Interview Survey (CHIS) for children ages 0 to 5. First 5 California is a funder of the CHIS.
The health policy brief is available at the UCLA Center for Health Policy Research website.
About First 5 California
First 5 California was established in 1998 when voters passed Proposition 10, which taxes tobacco products to fund services for children ages 0 to 5 and their families. First 5 California programs and resources are designed to educate and support teachers, parents, and caregivers in the critical role they play during a child’s first five years – to help California kids receive the best possible start in life and thrive.