An Evaluation of the 'Big Little Moments' Campaign for the A Better Start Programme
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Introduction
This evaluation examines the Big Little Moments campaign. The campaign encouraged parents to support their children’s early learning through everyday activities at home. It aimed to raise awareness and change behaviour. The findings are for funders, policymakers and organisations working with families and young children.
Findings
The evaluation found that the campaign reached many parents and carers. Many said it helped them see how small, everyday moments can support their child’s learning.
The research found that:
many parents recognised the campaign messages and branding
some said it made them think differently about time spent with their child
some reported simple changes, such as talking and playing more
online content helped spread the messages more widely
Parents who were already engaged in their child’s learning were more likely to change their behaviour. The campaign was less likely to influence families facing greater challenges without extra support.