A yellow construction sign with the words “Brain Building in Progress” is the logo for a recently launched statewide campaign to draw attention to the importance of investing in young children. “This,” says the narrator of the campaign’s public service announcement, “is a sign of future prosperity for everyone in Massachusetts.” The initiative also includes the BrainBuildingInProgress.org website.
The PSA (shown above) is running on the ABC affiliates WCBV-TV (Channel 5) in Boston and WGGB-TV (abc40) in Springfield until October 22. The message is clear: Just as the architecture of the developing brain is affected by children’s early experiences and lays the foundation for their future, so the foundation of the commonwealth’s future prosperity rests on how well we, as a society, prepare young children for a lifetime of success. “By investing in their future,” the 30-second spot concludes, “we invest in everyone’s future.”
Brain Building in Progress is a joint initiative of the Massachusetts Department of Early Education and Care and the United Way of Massachusetts Bay and Merrimack Valley. “Just as the building of a home follows a sequence, brain architecture is built and shaped by early experiences,” Michael Durkin, president of the regional United Way, said in a news release. “Cognitive, emotional and social capacities are tightly connected throughout life. A strong foundation early on increases the likelihood of positive outcomes.”
“Brain Building in Progress summarizes the importance of early childhood education, an incredibly powerful tool to close student achievement gaps and to build the commonwealth’s future workforce,” Massachusetts Secretary of Education Paul Reville said in the news release. “When we invest wisely in children and families, we are investing in the future prosperity of our commonwealth. The next generation will pay it back through a lifetime of productivity and responsible citizenship.”