Sponge Baby

What is this initiative about?

They say children are like sponges, soaking up everything they see and hear. So we wondered, What would it look like if we brought this metaphor to life? The result was a bold, impossible-to-ignore advertising campaign to help adults understand interacting with children is a simple but powerful way to support healthy brain development.

Every child is a sponge baby.

The campaign highlights the importance of interacting and engaging with children ages zero to three when important neural connections are formed. We want to remind parents that little brains are little sponges and just 15 minutes spent reading, singing, or talking can have a pivotal impact on the outcome of a child’s brain development and future success. With a humorous and metaphorical approach, the campaign grabs parents’ attention and reinforces the fact that kids soak up everything they see and hear, and even small moments of interaction and engagement can be mighty.

Let them soak up learning.

What you do with your child today can help better prepare them for school tomorrow. Create behaviors you want them to model and remember that just 15 minutes of reading, talking or even singing to your child can boost their brain development.

Spread the word.

We’re asking families to help showcase the #mightysmallmoments they create with their #spongebaby to the world and encourage other families to do the same. Follow us on social media and tag @mightysmallmoments!