GIVING KIDS A HEAD START

A pro bono campaign developed by Daniel+Douglas+Norcross for the United Way of Greater Chattanooga (Tenn.) is going national.

What started out as a feel-good project has been picked up by United Way agencies in Minneapolis; Orange County, Calif.; Knoxville, Tenn.; St. Joseph, Mo.; Topeka, Kan.; North Charleston, S.C.; and the United Way of Southern Chautauqua County, N.Y. The campaign has also been translated for the Hispanic market.

“Success by Six” is United Way’s national initiative which agencies interpret for their local clients. DDN’s execution, “Read. Sing. Play,” stresses the importance of early childhood development and the significance of adults spending time with young children.

“The fact is you don’t have to spend a lot of money to boost your child’s development,” said Adrienne Greer, account executive atthe Chattanooga agency. “Seemingly small activities have been shown to stimulate the growthof a child’s brain.”

The effort included a 30-second television spot, radio public service announcements, print and outdoor.