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Big Little Moments


Client:
Network Lottery Community Fund

Brief:
The Big Lottery Fund was looking for an idea that could help shape the lives of young children in deprived areas across the UK. They wanted to help parents and carers understand the importance of every interaction they shared with their child. To do this, they needed an idea that could communicate the complexities of young brain development - and the positive impact carers can have on it - to hard to reach audiences.

Solution:
Meet The Big Little Moments.

The Big Little Moments is a campaign that focuses on 15 key behaviours caregivers and children can share. These moments are more than they seem, they have the power to build and shape a child’s brain.

Using colourful, friendly characters representing adults and children, the work aims to drive understanding of social, emotional and language development, in order to promote more effective caregiving interactions amongst primary caregivers.

Static imagery and short animations focus on 8 core behaviours and offer achievable ways for caregivers to interact with children during everyday situations – such as talking to the bump, or making time to play.

The campaign builds on the Frameworks Institute’s Core Story of Early Childhood Development research; a set of important scientific insights into early brain and biological development, and is the first time the research has been used in this way in the UK. 

The campaign launched in February and, if successful, it will be rolled out across the UK further down the line. So here’s hoping!

You can have a look at the Big Little Moments in action on this partner page: http://www.leaplambeth.org.uk/biglittlemoments