bornlearning 

The parents and caregivers of young children understand that the early years are important, yet many aren’t sure how to encourage early learning, or feel they lack the time to do what it takes to prepare their child for school.

In response, United Way of America is partnering with the Ad Council and Civitas to create an innovative public engagement campaign that helps parents, caregivers and communities create quality early learning opportunities for young children. This public service campaign will raise greater awareness of the importance of quality early learning and increase parent knowledge and skills by recommending simple actions parents can take to help their children be ready for school.

The Born Learning campaign is unique in its collaboration: bringing together local, regional, state and national early childhood stakeholders and a nationwide grassroots network that includes community impact leaders.

The Born Learning campaign includes nationwide television, radio and print ads in English and Spanish, billboard and transit ads in targeted areas; parent and caregiver education materials that can be customized locally; a website with tips, information and resources for parents and caregivers; and support for community impact activities.  

Cornerstones

The Born Learning campaign has three core components:

1. Public Awareness– UWA and Ad Council have produced a nationwide, multimedia Born Learning public service advertising campaign. The Born Learning advertising seeks to communicate that everyday moments can easily be turned into quality early learning opportunities for young children, as they are born learning. 
2. Education– Campaign materials for parents and caregivers will provide research-based early learning tools and tips to help parents make learning fun and take advantage of everyday moments.  Materials are available for parents and caregivers through bornlearning.org, which provides a rich array of support, including downloadable tools, tips, checklists and resources to help parents and caregivers actively engage children in early learning as part of their everyday lives. 
3. Action –The Born Learning campaign seeks to build and strengthen communities’ capacity around early learning.  Tools will be provided to all participating communities that will help them galvanize public-private partnerships to change policies and systems to support early learning. Technical assistance will be offered to 10 enhanced campaigns in communities or states that have resources to intensify their efforts in this area.