Goodby Launches Bay Area Child's Vocabulary Initiative

Clinton Foundation wants to take it national

This week, Goodby, Silverstein & Partners launches a new program in Oakland, Calif., aimed at helping parents boost their young children’s vocabulary. The effort was created for Northern California’s Bay Area Council but already it’s drawn broader attention: “Too Small to Fail,” a program supported by the Clinton Foundation, wants to use it as a model for a national initiative.
The effort is called “Talking Is Teaching: Talk, Read, Sing.” Rather than develop a more traditional campaign and PSAs, the pitch features a colorful clothing line, designed by GS&P, that will be given away to new parents. The campaign shows how simple daily efforts to interact with kids, such as describing objects seen during a bus ride, singing songs, reading aloud or telling stories, can improve babies’ ability to build vocabulary and boost brain development.