United Way starts learning program

Jeff Donaldson

Friday, May 6, 2005 | 9:59 a.m.

A box of noodles helps a child learn to count. A clock on the wall is a circle; a box of cereal is a square.

Turning every-day experiences into learning opportunities is the focus of a new pre-kindergarten childhood development program launched this week by the United Way.

The national campaign, Born Learning, which is geared toward at-risk families and working parents, stresses the need for parents to begin teaching children from the earliest stages to prepare them for grade school.

The three-year $40 million campaign will include educational materials, a Web site for parents, sponsorship for community activities and nearly $30 million in national television advertising, said Brian Gallagher, president and Chief Executive Officer of United Way of America.

The new national program was launched by ABC News analyst Cokie Roberts in Washington, D.C., and simulcast via Internet to United Way officials and guests Tuesday morning at the Flamingo Road office.

"Experts know that investing in a child's success in the early years of his or her life is critical,"said Bob Linden, local chairman of United Way's Commitment to Education impact council. "Research shows the tangible results -- adults with greater success in life, fewer involvements in crime, higher incomes and higher education levels."

Indicating that parents want to teach their children young but feel they need more time, local United Way volunteer chairwoman Jacque Matthews said Born Learning materials will help parents make the most of the time they do have.

For example, one booklet shows how parents can have preschoolers look for specific objects or shapes around the house, or place household objects in a sack and have a toddler identify each shape that is removed. Infants can learn motor skills through finger puppets, for instance.

The first year of the project is set up to create awareness among parents and caregivers by providing materials, including information cards and fliers that parents can carry with them. The second year will focus on providing doctors and other professionals materials; the third year focuses on influencing policymakers to spend more money on early childhood education.

As part of United Way's Success By 6 program, Born Learning also will team up with the national Ad Council to create public service spots on television. United Way spokeswoman Jill Jackson said the council, which created successful campaigns such as the Crash Test Dummies and Smokey the Bear, will work to ensure the new program becomes a part of parents' everyday lives.

"The Ad Council has created social change. It's no longer acceptable to drive drunk or not wear your seatbelt," Jackson said. "That (same type of public awareness) is what we're trying to achieve with this."

Southern Nevada was chosen as part of the national campaign unveiling because of the high number of at-risk families, but also because of the local United Way chapter's success in launching childrens' initiatives, Matthews said.

"We've had the fastest growing community for more than 15 years," Matthews said."We have a lot of need here, but we also have a lot of ability to be the model for all."

For more information or to obtain learning materials at no cost, go to www.bornlearning.org.