Children and Young People

Look, Say, Sing, Play is the NSPCC’s campaign to help parents and carers have higher quality interactions with their baby throughout their daily routines. By giving them the understanding, tools, and confidence they need to make this happen – we can make a difference without adding any pressure to their busy lives.

It’s aimed at parents and carers of children under two, with an emphasis on starting as early as possible – building their baby’s brain right from birth. We know that they’re already interacting with their baby throughout the day, but we want to arm them with the knowledge of how they can make the most of these moments and why they are so important.

Our ultimate aim is to help parents give their child the best start in life – both by building their brain and strengthening the bond between parent and child.

These brain-building resources are based on the work of Vroom, a US public health initiative that uses the science of early learning to help parents improve back-and-forth interactions with their children.

Get involved

Every time you talk, sing or play with your baby, you're not just bonding, you're building their brain. We want as many families to get involved, so to find out more and get started, visit the NSPCC Look, Say, Sing, Play website where you will find lots of activities and can sign up to receive brain-building tips via email.


Last Updated on Monday, May 23, 2022

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