A mum blows bubbles for a child
The Look, Say, Sing, Play project has been rolled out across the UK.

Look Say Sing Play campaign helping young families in lockdown

A baby brain-building campaign for Hull parents of children aged under-two has proven such a success that it is now to be rolled out nationally.

The city was one of the first areas to roll out the Look, Say, Sing Play campaign, which aims to empower and highlight to parents the brain-building benefits that everyday moments such as singing and playing with your child can have.

In Hull, the campaign was launched in partnership with Hull City Council and Hull Clinical Commissioning Group.

Hull GP Dr Amy Oehring, who is NHS Hull Clinical Commissioning (CCG) Group lead for children, young people and maternity, said: “We’re so pleased to have been involved in the local Look, Say, Sing Play campaign so far and it is great to see that this initiative is now going to be replicated across the country.

“Baby’s brains really are amazing and these simple communication tips, games and activities can help you not only bond with your baby brilliantly but also help them to have the best start in life.

“Working with our colleagues at Hull City Council, we’ve been able to champion the initiative with hundreds of local families singing up since its launch last year. We hope more and more families will sign up to receiving brain-boosting tips over the coming months and use them in their day to day play with their children.”

Parents can sign-up to get weekly tips on the NSPCC website.

Hull mum Laura Brusch said the campaign has been a “lifesaver” during lockdown.

Laura, mum of 19-month old George, said: “We’ve had our ups and downs during lockdown and my son George has noticed the changes. The tips have been helpful, especially the singing activities.

“George loves singing head, shoulders, knees and toes and when we video call my mum he sings it and can now point out the body parts. He loves it and it’s something we can do together. It makes me so proud to see him develop and learn all these new things.”

Councillor Peter Clark, portfolio holder for learning, skills and safeguarding children at Hull City Council, said: “We have successfully embedded Look, Say, Sing, Play across our work with children to ensure they get the best start in life. The resources and online tips from the NSPCC’s campaign have positively benefited children and their families across the city.”

Fly-tipping figures released today are the lowest in Hull in five years.