Sing, Talk, and Read to your Children.
Research shows that talking about your day or telling a story, singing made-up songs or songs from the radio and reading children’s books with young children all help build literacy skills and prepare them to learn when they go to school. ATTAIN+ was contracted by DCPL to develop an print and outdoor advertising campaign that targets parents and caregivers of children from birth through 8 years of age to emphasize the importance of weaving singing, talking and reading into daily activities with young children. The project was in partnership with the Offices of the Deputy Mayors for Education and Health and Human Services, the State Early Childhood Development Coordinating Council, and the Dolly Parton Imagination Library. The “Sing, Talk and Read DC” campaigns followed by the “Books to Birth” program highlighted tips for parents and caregivers, including talking to a baby while fixing dinner, singing while changing a diaper and reading at bedtime. ATTAIN+ design services were acquired to assist DCPL staff to create the graphic imagery needed to support the campaign messaging. Based on research and parental focus groups we decided on an illustrative approach. Children’s book illustrator Jerry Craft, along with fine artist Jerome T. White, were commissioned to concept several animal theme illustrations. ATTAIN+ later Photoshoped the illustrations into “camera-ready” and vector based artwork for various production needs. The three-month public awareness campaign’s elements include: radio, print, television, mobile and online advertising; brochures and other marketing materials with tips for parents and caregivers; instructional videos; and community outreach to local businesses, places of worship, social service agencies, city agencies and non-profit organizations. Responsibilities included: • Art Illustration Layout of campaign logo and branding messages • Graphic Design of communications collateral material for media • Ad design for various print and social media outlets • Print production management • Team collaboration with DCPL to develop cohesive inter-departmental branding guidelines and graphics