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

Hull ‘far exceeds’ expectations with Look, Say, Sing, Play initiative

A brain-building campaign for children has “far exceeded” expectations in Hull.

The Look, Say, Sing, Play campaign was launched in July to encourage parents to look at how they are communicating with their children.

More than 632 people in Hull have signed up for the initiative since its launch by the NSPCC, Hull City Council and Hull CCG.

It is designed to benefit the social, emotional and cognitive development of children through a series of fun tips.

Brain-building happens when adults and young children are interacting with each other. During a child’s earliest years, the brain makes one million neural connections every second, meaning positive supportive experiences with parents and other adults are important to brain development.

A parent and child play together.

Look, Say, Sing, Play is designed to benefit the social, emotional and cognitive development of children through a series of fun tips.

Helen Westerman, of the NSPCC, said: “Hull currently has 3.05 per cent of all sign-ups, which far exceeds what we would expect based on population stats. In October, Hull came top across the UK in having the highest number of people signing up.”

A sing-and-sign booklet filled with favourite nursery rhymes has been launched alongside the initiative.

These help development because children often understand gestures used by parents alongside words – such as holding arms outstretched outstretched and saying “up you come” or waving “bye-bye” – before they understands the word itself.

The books are available at all Hull City Council’s children’s centres and libraries.

Sign up for the brain-building tips here here.

Festive craft activities
Roadworks in place in Hull.