Our new Look, Say, Sing, Play campaign helps parents turn everyday moments into brain-building ones.
Almost two thirds of parents are unaware that back and forth interaction with their child from birth is good for their babies' social, emotional and cognitive development.
A survey of over 2,000 mums and dads showed that 62% were unaware that the interactions they have with their new baby in moments such as playing, singing or story time can be brain building ones.1
Research has shown that when an infant babbles, gestures or cries and an adult responds positively with eye contact, words or a hug, neural connections are built and strengthened in the child’s brain.2
Supporting parents to have these really attentive interactions with their babies can also help to prevent abuse and neglect happening as the child grows older.3