The NSPCC’s Look, Say, Sing, Play campaign is being launched in Hull.
The NSPCC’s Look, Say, Sing, Play campaign is being launched in Hull.

Help to build your baby’s brain with Look, Say, Sing, Play campaign

A campaign to encourage parents to look at how they are communicating with their child launches today.

The NSPCC’s Look, Say, Sing, Play initiative has been designed to benefit the social, emotional and cognitive development of children.

It is being launched in the city by Hull City Council and Hull Clinical Commissioning Group.

Professionals who work with families are coming together to learn more about the brain-building science behind the NSPCC campaign aimed at families with children aged under two.

Laura, a parent who has signed up for brain-building tips, said she has seen the difference in her young son.

“I didn’t know I was helping to build my baby’s brain,” she said. “Learning that it can be just the little things, at bath time or feeding time, that can make such a huge difference is really good to know.”

Laura has signed up for Look, Say, Sing, Play and says she has already seen the difference in her baby George.

Laura has signed up for Look, Say, Sing, Play and says she has already seen the difference in her baby George.

“I think it is natural that for some parents it could be a case of not knowing what to do, of struggling with the idea of being able to educate your child at such a young age, but I have seen the difference with my own baby George.

“It is actually the most important time to help build his brain and I love these special moments I have with him too, times I know I will never get back and that makes them so special to me as well as George.”

Councillor Peter Clark, portfolio holder for learning, skills and safeguarding children, said: “I am pleased to see NSPCC’s campaign being adopted in the city and positively benefiting children and their families. This is one of the many initiatives we are embedding across our work with children to ensure they get the best start in life.

“We are committed to working with our partners to create the conditions where positive attachments can form and children have good language and social skills. Look, Say, Sing, Play will significantly contribute towards achieving this.”

To get weekly tips, parents can sign up for an email from on the NSPCC website. Each one will include a fun, age-appropriate tip which they can easily fit in to their daily routine.

The NSPCC has also created a campaign video with tips for parents.

The replica of the roof of the Sistine Chapel on display in Winchester. Picture: Solent News and Photo Agency