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Media Room

Public Awareness Campaign

Background

Many people are just learning about the importance of the early years; expanding this knowledge is important to increase public support and demand for investments in young children. SBSHR has invested in a public awareness campaign since 2007 and significantly increased the public’s awareness of the importance of the early years of life, but much work is still to be done.

Investment

A total of $600,000 will be invested over 2 years providing information connecting quality
early care and education to school readiness. SBSHR will work with Davis & Company, an advertising agency to develop and distribute messages in the region through billboards, newspapers and television. (link to PAC materials) SBSHR will evaluate the effectiveness of the message distribution to ensure it is reaching and impacting the target audiences.

Impact

  • Families and the general public will receive additional information on the importance of the early years and how improved early care and education helps children arrive at school prepared for success.
  • Families and other caregivers will have information and resources to make better decisions in the early years.
  • Parents will have access to a regionally developed school readiness checklist.
  • The public will be more engaged in and supportive of early childhood investments.

How Can You Get Involved?
For more information on the public awareness campaign, please contact Lisa Howard at 226-8826.

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Did You Know?

Did You KnowDid You Know
  • 90% of a child’s brain is developed by the age of 5.
  • 78% of parents of children under 6 in South Hampton Roads work outside the home, and must find care for thier children.
  • 1 in 8 children in our region arrives at kindergarten not ready.
  • Children who start school behind tend to stay behind.
  • Nationally, 49% of children arriving at school unprepared come from middle and upper income families.
  • 18% of kindergartners held back in Virginia live in South Hampton Roads.
  • Holding back a child in kindergarten adds almost $8,000 to the public cost of that child’s education.
  • 3rd grade reading level is a powerful predictor: for those who fail the 3rd grade reading test, half will also fail the 5th grade.
  • In fact, 62% of Virginia’s students cannot read proficiently by the end of 3rd grade.
  • A working, middle class family, with two young children, will spend on average 29% of their income on child care.


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