Public Education Campaign to Focus on Early Childhood Learning

WaterWerks Communications Inc. of St. John’s has been awarded a $100,000 contract to produce a multi-media public education campaign to highlight the important connection between purposeful, play-based activities and early childhood learning.

“This is about creating an awareness that learning begins at birth and continues throughout the pre-school years,” said the Honourable Clyde Jackman, Minister of Education. “We know the early development of intellect, imagination, problem-solving and social skills is crucial. It is what lays the foundation for all future learning and development. This campaign will be designed to draw attention to that fact, and to help parents and caregivers identify activities that will support all aspects of early learning, so that our children can have the best possible head start in life.”

The campaign is being developed in partnership with the Departments of Education, Child, Youth and Family Services, Advanced Education and Skills, Health and Community Services, as well as the Intergovernmental and Aboriginal Affairs Secretariat, and the Labrador Affairs Office, as partners on the Ministerial Council on Early Childhood Learning.

This public education effort is among several initiatives that are underway, or in the development stages, as part of the Provincial Government’s Early Childhood Learning Strategy titled Learning From the Start. Plans include a new provincial early childhood learning curriculum and evaluation framework; the development of parent resource kits, website materials, and early literacy programs to be delivered through public libraries and other community sites such as schools, family resource centres and regulated child care facilities.

These initiatives complement a broader, Provincial Government commitment to young children and their families as outlined, for example, in the 10-year Child Care Strategy, and the Early Learning and Child Care (ELCC) Capacity Initiative, both of which are supported through the Department of Child, Youth and Family Services.

“As a department which has a role in fostering healthy child development, we are delighted to partner with the Department of Education to promote the importance of early childhood learning,” said the Honourable Charlene Johnson, Minister of Child, Youth and family Services. “Through the development of our 10-year Child Care Strategy, our government recognizes the importance of children and families having access to high quality child care programs.”

Budget 2011 Standing Strong: For Prosperity. For Our Future. For Newfoundland and Labrador committed $4.8 million over three years to begin implementation of Learning From the Start, with an initial focus on early language and social development for children from birth to age three.

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2011 12 28             10:30 a.m.