Skip to main content
Helping children, young people and their families thrive

Family Support and NSPCC launch new campaign in London to help parents and carers develop their babies’ brains

Hammersmith & Fulham Council has reaffirmed its commitment to making sure it is the best borough in the UK to raise children at the launch of an innovative new approach to early years development. 

The Council’s six Family Support children's centres have partnered with the National Society for the Prevention of Cruelty to Children (NSPCC), to become the first London borough to pioneer Look, Say, Sing, Play activity sessions.These activities provide parents and carers with the tools and confidence to help develop their child’s brain functions at a crucial point.

Peter Wanless

Peter Wanless, NSPCC CEO speaks at launch 

Look, Say, Sing, Play activities have been proven to deliver significant advancements in baby and young children’s language, social and cognitive capabilities. They help children develop resilient brains and support parents to practice simple and fun ways to advance their child’s early brain development.The science behind the approach indicates it is especially effective at avoiding and tackling childhood trauma.

Speaking at the launch on 2 May at Fulham Central children’s centre, Cllr Stephen Cowan, Leader of the London Borough of Hammersmith & Fulham, said: “We are absolutely determined to give every single child in Hammersmith & Fulham the best possible start in life no matter what their background or challenges.We know that the foundations for a successful and confident adulthood are built during a child’s earliest years. So, we’re very grateful to the NSPCC and the wonderful team at our six Family Support children’s centres for pioneering this ground-breaking work which will significantly improve children’s life chances and help tackle childhood trauma. 

“While other boroughs are closing children’s centres, we are committed to expanding and improving all of our 16 children’s centres. I am grateful to our residents for giving us the opportunity to do that.”

This year Hammersmith & Fulham will be investing an additional £3.3m in services for local children. It maintains 16 children’s centres in total and is building two new extra youth centres: one in the north and one south of the borough. 

LSSP Launch

First session in action with session leader Anna and Emilia and Mum

Wendy Dormer, locality manager for Family Support, said: “We are extremely lucky to deliver services within a local authority that values early years support, care and education for our children. Hammersmith & Fulham Council is both innovative and committed when it comes to addressing early life trauma which impacts on all aspects of children’s health, emotional, social wellbeing and life chances”.

She added: ”I truly believe that in a few years’ time we in Hammersmith & Fulham will be saying that this approach has helped us reduce crime rates, school exclusions, mental health admissions and obesity, all because we addressed early life trauma in our children’s centres”.

cllr cowan

Cllr Cowan, leader of the council, addresses guests at the launch

Peter Wanless, NSPCC CEO, said: “We hope the Look, Say, Sing, Play campaign will resonate with carers, parents and expectant parents in the Hammersmith & Fulham area and provide some new and simple ideas to help them with vital early year engagement, because we know that building strong brain architecture builds resilience, confidence and positive connections between children and adults.”. 

The NSPCC has created a campaign video with tips for parents.

More details about Look, Say, Sing, Play campaign can also be found on the NSPCC’s website www.nspcc.org.uk 

To get involved with the campaign locally email peter.watt@family-support.org.uk