Campaign encourages Islanders to Take 30 for the Family

A marketing campaign aimed at encouraging families to spend more time together was launched on Friday by the province.
Take 30 for the Family is a social marketing campaign offering parents a gentle reminder to turn off the cellphone or the computer for at least a half-hour every day and paint a picture or sing a song with their kids. 'Costs nothing, worth everything,' the ad campaign chimes to busy parents.
The provincial campaign will use radio, TV and newspaper ads, a bilingual website and promotional materials such as calendars and T-shirts to get its message across. A toll-free family information line and a contest will also be set up to offer parents and grandparents fun ideas on how they can 'take 30' with their own families. Organizers even commissioned a musical theme to accompany the broadcast ads.
The total cost for the campaign is $200,000.
Sarah Henry, healthy child development co-ordinator for the province, said the marketing program has been in the works since the provincial Healthy Child Development Strategy was launched in 2000.
"(The strategy) identified that we really need to help parents in understanding the importance of the early years and early brain development and why it's so important to spend that quality time together."
Since then, no money had been budgeted for an advertising blitz, Henry said.
But when the Early Learning and Childcare Action Plan was announced in 2007, over $4 million was dedicated over two years for investment in early learning and childcare, she said.
"It had come up over and over again as a priority in the Children's Secretariat but we never really moved on it. But once we had that funding we were able to go forward."
Premier Robert Ghiz joined several cabinet ministers, MLAs and the numerous community partners for the official launch of the program Friday at the Confederation Centre Art Gallery.
"It does take a community to raise a child," Ghiz said during the news conference.
"We are committed to working towards a system of services, supports and programs that will strengthen our families and give children the best possible start in life."
Sonya Corrigan, executive director of the Early Childhood Development Association, was present during the launch.
She said encouraging parental interaction with children is fantastic, especially as it focuses on activities that don't cost anything.
"I think it's really important for the family to keep it simple. And there's lots of no- cost activities that we can do as a families to promote healthy, happy lives."
With the growing demands of the workplace, it's easy to forget how important one-on-one time is for a child from a developmental and emotional perspective, Henry said.
"Parents are their children's first teachers. But parents can't do it alone. Communities, government, really we all need to support parents."
Henry hopes all parents will be as inspired as she was by the campaign and do fun activities with their kids.
"At home we turn the music up really loud and we dance around the house," she laughed.
"And you know, we always end up laughing and hugging and we're always in a good mood. It's so simple and fun."