Parents targeted for talking and reading
Parents are being urged to talk to their babies and toddlers to expand their vocabulary by a nationwide television and radio advertising campaign launched in Scotland last Friday.
The Play, Talk, Read campaign, which focuses on early childhood, is part of Scotland's Early Years Framework.
It encourages parents to engage with their children from birth through fun activities and aims to increase the amount that parents talk to their child.
The Scottish government cited research evidence that during the first three years of life, 75 per cent of brain growth is completed, and studies that have found that young children whose parents regularly speak with them have hundreds more words in their vocabulary by the age of two.
Television, radio and billboard advertising throughout Scotland during October also points out a website for parents of young children suggesting fun and easy activities.
Scottish education secretary Fiona Hyslop, who is leading the campaign, said, 'The early years of a child's life represent a golden moment of opportunity, where positive action will have the biggest influence on their chances throughout their lifetime.
'This is backed up by a wealth of evidence, which is why the Scottish government is driving forward with an unprecedented focus in this area. Supporting parents is at the heart of that drive. We want to do all we can to empower parents. By engaging with children and stimulating them from birth, parents will set down the building blocks for their child's chances.'
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