The campaign, Start 4 Life’s If They Could Tell You, highlights how babies use expressions, reactions, noises and cries to communicate their needs and feelings to parents.
New guidance for frontline practitioners to help them start conversations with parents about building their relationship with their baby has also been launched.
It comes as new research suggests many parents are unaware of the link between their baby’s good mental health and early childhood development.
The survey by Censuswide explored parents’ understanding of building a positive connection with their baby. It found that over half (53 per cent) believe that parenting advice they received in their baby’s early life, such as letting the baby ‘cry it out’ (53 per cent) and limiting physical affection (52 per cent) to avoid the baby becoming clingy was outdated, with almost a third (31 per cent) of parents feeling guilty for following this advice when their baby’s cues indicated otherwise.
Of the 2,006 parents of two-year-olds surveyed, more than two thirds (73 per cent) of parents in the survey indicated they would welcome support in nurturing their connection with their baby further.
Minister for public health, Start for Life and primary care, Dame Andrea Leadsom said, ‘We are committed to giving every baby the best start in life, and promoting that vital secure attachment between babies and their parents in the 1,001 critical days from pregnancy to two years old is crucial for their future well-being.
‘Speaking with parents across the country, I’ve heard first-hand that they need more support around how to better build those connections. Parents can access a range of support and advice, in person via family hubs and on the Start for Life website.’
Deputy Chief Medical Officer Dr Jeanelle de Gruchy added, ‘A strong, loving connection between parents or carers and their baby can play a significant role in developing the brain and protecting their mental health as they grow up.
‘This campaign will make it easier for parents and carers to interpret the way their baby is communicating with them and understand how best to meet their baby’s needs.’
