The charity launched Look, Say, Sing, Play across the UK today (3 June) saying that the initiative has increased significance during the coronavirus pandemic lockdown.
The campaign asks parents of children under two years old to look at what their baby is focusing on and how they react, say what they are doing and copy the sounds their baby makes, sing along to their favourite tune or play simple games and see what their baby enjoys.
It does this though weekly emailed tips for parents that provide an activity idea designed to fit into daily routines, which do not require any equipment.
Each tip is accompanied with an explanation of the science behind why the activity is beneficial to their child's brain development.
More than 19,000 parents have signed up since the scheme was launched as a pilot in June 2019 in Yorkshire and Humber, Scotland, Walsall in the West Midlands and the South East.
In Grimsby, North East Lincolnshire Council-run family centres incorporated the approach in their rhyme-time sessions, and local private nurseries also delivered the activities.
NSPCC head of local campaigns Helen Westerman said early years practitioners could both signpost parents to the campaign, particularly during lockdown, and use the activities in their own practice.
'It's a departure from the things NSPCC would usually do, in that it's a universal offer, but people have really taken to it,' she said.
'With lockdown and parents struggling to do things with their children, actually having something they know improves their baby's brain and gives them a bit of confidence is really good.'
Ms Westerman said one nursery manager had reported that the activities helped her staff engage more with babies in the setting. 'We want practitioners to do it in all sorts of early years settings,' she added.
Examples of Look, Say, Sing, Play activities include singing laundry hokey cokey when sorting washing, window watching and discussing what you can see outside, or telling a child about what colours you like and why.
One mother involved in the trial said the campaign boosted her confidence as a parent to nine-month-old Jessica.
'The Look, Say, Sing, Play tips have been really helpful during lockdown, especially because I am a first-time mum and a lot of the time I question whether I’m doing the right thing,' said Kelly Evans of Sittingbourne in Kent.
'It’s been especially hard during the lockdown as there have been less things to do to entertain Jess.'
Another reported that her second child, Huxley, was reaching milestones earlier than his older sister, Lyra, had done (photo right).
'I have been using the tips with Huxley since he was born and I have noticed that he started clapping and crawling a lot earlier than Lyra did,' said Karis Welch from West Yorkshire.
'This may just be a coincidence, but I didn’t do these sorts of activities with Lyra until she was a bit older.'
Videos showing parents trying out the Look, Say, Sing, Play tips at home are available on YouTube, and practitioners can access resources such as play session plans and posters on the NSPCC website.
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