Campaign emphasizes learning often starts at home

In one scene, a mother slips a pair of pants over her head, attracting stares from others in a laundromat.

In another, a dad reads aloud from billboards.

Both illustrate everyday learning experiences for children -- the focus of a new public engagement campaign sponsored by the United Way, the Ad Council and Civitas.

On Tuesday, the United Way of Southeast Missouri, Success by 6 and local early childhood educators celebrated the kickoff of the Born Learning Campaign.

"Those organizations joined together for what we all take for granted: being a child's first teacher," said Jim Watkins, Success by 6 coordinator.

The $90 million project consists of print and broadcast advertisement as well as distribution of resource materials to parents and child-care providers over the next three years.

"A long time ago, the United Way saw a need to address child-care issues," said Marla Mills, assistant director of the local United Way. "We plan to continue the work we've done, but also raise awareness to the fact that everyone in the community has a vested interest in our youth. Everyone in our community has a part to play."

Mills said the Born Learning campaign will be a resource for everyone in the community. The campaign targets all children, not just those from low-income households.

There are pamphlets and other resources that include suggestions for interacting with children. There are three different television ads that will run, some are already on local channels.

"Teachable moments is really what the ad campaign is," said Watkins.

For more information about the campaign, contact the United Way of Southeast Missouri at 334-9634.

cmiller@semissourian.com

335-6611, extension 128