United Way of the Greater Lehigh Valley Launches “Talking is Teaching: Talk, Read, Sing” Campaign

Allentown, PA – United Way of the Greater Lehigh Valley (UWGLV) proudly joins the national campaign “Talking is Teaching: Talk, Read, Sing” to boost the early learning and brain development of children from birth through age five.
 
“Through the use of billboards, public service announcements and posters, ‘Talk, Read, Sing’ transforms everyday places where families spend time into language-rich environments,” said Jill Pereira, Vice President of Education and Impact, UWGLV.
 
“In the Greater Lehigh Valley, statistics show that two out of every three children are not ready for kindergarten on time. We hope this campaign helps parents and families to recognize their power in the future success of their children and ultimately prepares more students to begin school ready to learn,” added Pereira.
 
The “Talking is Teaching: Talk, Read, Sing” campaign is part of Too Small to Fail, a national initiative of the Clinton Foundation. The local campaign is part of Lehigh Valley Reads, a regional literacy campaign powered by United Way of the Greater Lehigh Valley and PBS39. Financial support for the local campaign is provided by The Provident Bank Foundation, PNC Foundation and Walter & Alma Bastian Fund of the Lehigh Valley Community Foundation.

The campaign aims to give parents and caregivers the tools to talk, read and sing more with their young children from birth, increasing meaningful interactions that are critical to healthy brain development. Laundromats, grocery stores and eventually playgrounds around the community will display Talking is Teaching posters and creative materials that encourage families to talk, read, and sing while they engage in everyday activities. A community-wide, multi-media campaign will reinforce these messages through Adams Outdoor Advertising billboards, public service announcements on PBS39 WLVT and messages displayed on LANTA buses and bus shelters.
 
United Way is also partnering with trusted messengers in the community, like pediatricians, pastors, child care providers, librarians, home visitors, and more, to share information with parents and caregivers about the critical role they play in their child’s early brain development. These community partners will distribute language-rich Talking is Teaching materials—including books, CDs, and clothing with prompts that encourage parents to talk, read, and sing with their children—directly to families.

“It’s been exciting to see how people have already embraced Talk, Read, Sing,” said Akshara Vivekananthan, Assistant Director, Early Childhood Education & Summer Learning, UWGLV. “Business owners and community leaders are excited to join us. They want to know how they can help, so you’ll see these messages and prompts in a number of community spaces such as churches, health centers, barber shops, grocery stores and laundromats. We’ve focused the initial campaign in Southside Bethlehem, Center City Allentown and Easton’s West Ward, but have plans to expand Talk, Read, Sing to other areas in the future.”
 
According to a study conducted by the National Center for Education Statistics, almost 60% of American children start kindergarten unprepared, lagging behind their peers in critical language, math, and social-emotional skills.
 
“By the time that they reach third grade, a third of them are not reading on grade level, increasing the likelihood that they’ll drop out of high school. Through Lehigh Valley Reads, we have a bold goal to ensure all children are reading on grade level by the year 2025. We’re working with partners, such as PBS39, to level the playing field, so that all
kids have the chance to succeed. That means an intentional focus on literacy starting at birth,” adds Pereira.
 
Research shows that during the first years of life a child’s brain forms one million new neural connections every second and absorbs information like a sponge. This is why simple, everyday interactions with young children—like describing objects seen during a walk or bus ride, singing songs, or telling stories—can better prepare them for school, and lay a strong foundation for their social-emotional development, health, and lifelong learning.
 
As a result of this campaign, partners hope more students enter kindergarten ready academically, socially and emotionally in the next three to five years, while family members and caregivers make new connections with their children and the entire community weaves new networks of connectivity and rallies around this important goal.
 
For more information, visit www.lehighvalleyreads.org.