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Telethon Kids Institute and Minderoo Foundation (formerly CoLab) collaborated with the Frameworks Institute to frame messages for the Bright Tomorrows Start Today campaign that was successfully delivered in Perth (2018) and the ACT (2019).

Based on the latest child development science and the FrameWorks Mapping the Gaps report, the campaign addressed gaps between the Australian public’s understanding of baby brain development and that of child development experts. The Bright Tomorrows Start Today campaign was developed to enhance public understanding that experiences in the very early years substantially shape a child’s future learning, as well as mental and physical wellbeing. It shows that children’s brains develop through repeated, active engagement and interaction — called meaningful moments — with adults in their lives.