TURFFONTEIN – The first thousand days of a child’s life are the most crucial to a child’s development.

These early years form the foundation for good health and emotional well-being, yet many children in South Africa are under-stimulated and have limited access to opportunities that allow them to reach their developmental milestones.

In light of this, Cotlands – a non-profit children’s organisation – has teamed up with advertising agency Draft FCB to raise awareness for the importance of adequate stimulation within the first two years of life. Through the First 1000 days campaign, Cotlands hopes to bring to the foreground the impact a lack of early learning opportunities and early cognitive stimulation has on our society and its economy.

“Children who are given access to quality early learning opportunities and who are both cognitively and emotionally stimulated, grow up to be well-adjusted and contributing adults. It is important for us to give children – particularly children in disadvantaged areas – the skills necessary to see them thrive into adulthood,” said Cotlands CEO, Jackie Schoeman.

“In the first two years of life every interaction impacts brain development. These early experiences with parents, caregivers and other adults have as much influence in the way a brain develops as good nutrition, mental capacity and physical wellbeing. When children are held, swaddled and cared for in nurturing ways, they tend to thrive. Conversely, children who are neglected and do not receive adequate stimulation in the first two years of life often suffer delayed or stunted brain development.”

“We hope that our new campaign will highlight the importance of early stimulation and will inspire the public to support programmes that build capacity within communities and provide children with stimulating experiences to help them excel in their formal schooling career.”

This ad campaign would not have been possible without the dedication of Draft FCB who took on the project pro-bono. Cotlands extends its sincere thanks to all who worked on this campaign and to Draft FCB for their generosity.