While everyone wants the best for their little ones, sometimes it’s hard to know what they need. The Words Grow Minds campaign gets straight to the heart of how parents and caregivers can help babies and young children thrive – it’s as simple as talking, reading, playing and singing together from birth.

Backed by the latest research showing how these simple interactions literally grow children’s brains in the critical early years, Words Grow Minds has been developed with input from early childhood education and health practitioners, literacy specialists, and researchers.

With animated characters, a catchy song and resources for families, caregivers can easily connect with the memorable messages and join in.


Up to 85% of a child’s brain development occurs during their first three years.
Quality interactions in the early years play a crucial role in shaping children’s development, physically changing the way their brain grows.
Early experiences have a greater influence on a child’s development than genetics.
According to the latest Australian Early Development Census (AEDC), nearly 1 in 4 South Australian children are developmentally vulnerable when starting school.


The pilot campaign was launched in October 2022 by the Early Years Taskforce, which brings together early years services from across South Australia and was trialled successfully with families and early years services in Mount Gambier and Whyalla. Evaluation results showed a significant increase in parent and carer awareness about the importance of early childhood development and positive interactions in their child’s first three years.

The Early Years Taskforce, set up in 2021, is charged with improving early childhood developmental outcomes for South Australian children. Members include government and non-government services working with young children and their families.

Taskforce members are working to improve developmental outcomes by:

  • Increasing collaboration across services
  • Forming clear and consistent messaging for parents and caregivers on the importance of brain development in the early years
  • Showing families simple things they can do to literally grow babies’ and young children’s brains.

We look forward to launching the South Australian statewide rollout in early 2024! Watch this space!

The Early Years Taskforce and Words Grow Minds campaign are funded by the Government of South Australia.




Acknowledgement to Country
Words Grow Minds recognises and pays respect to Aboriginal and Torres Strait Islander peoples, their ancestors and the Elders past, present and future from the different First Nations across this country. We acknowledge the importance of connection to land, culture, spirituality, ancestry, family and community for the wellbeing of all Aboriginal and Torres Strait Islander children and their families.