Family Empowerment PilotDallas County

Story of Impact2015-2016

How Dallas is Building Brains & the Future

The first five years of a child’s life are crucial to their development and future success: an estimated 90% of brain development happens during these years. Children start building the crucial brain connections that lay the foundation for their physical, social, emotional, literacy, numeracy, language, and communication skills at an early age. Despite this reality, in 2014 nearly 18,000 kindergarteners in Dallas County did not enter kindergarten ready. Research has linked this kindergarten readiness standard to a child’s future academic success and even their chances of graduating from high school.

The Early Childhood Family Empowerment Action Network (ECFEAN), chaired by LeAnn Kite Hampton, is comprised of over 40 organizations aligned with a common goal: equipping and empowering families of Dallas’ youngest learners to support their children’s development and help them enter school ready to succeed. ECFEAN engages families as their children’s advocates and first teachers in a language they understand, with the help of trusted messengers and networks. The work of the Network increases awareness of and demand for quality early learning, one of five key strategies of the Commit! Partnership and Early Matters Dallas to increase Kindergarten Readiness to 80% by 2025.

We believe by equipping and empowering parents as brain builders, this will increase a child’s development, readiness for school, and success in life. Research shows that children who were rated one standard deviation higher on attention span-persistence at age four had 49% greater odds of completing college by age 25. These executive function skills can be developed through daily activities such as: asking a child to identify the owner of a shirt and then sharing how one knows that or working with a child to count the number of fruit in a basket.

+14 percentage point increase in brain-building activities done with child

+17 percentage point increase in population of parents who read to their children at least three times a day

+16 percentage point increase in population of caregivers who believe they are their child’s first teacher

+19 percentage point increase in population of caregivers who believe babies begin learning the moment they’re born

1 Calculations based on number of parents who answered questions about frequency of brain building activities in same child age group across both surveys.

Our Opportunity

Impact

51% of surveyed parents believed it okay for their child to enter

Kindergarten behind, believing the child would catch up once starting school

57% of Kindergarteners entered school ready in

Dallas County in 2014

Year 1 Partner & Member Organizations

How Pilot Partners Shared Vroom

Daily Parenting Moments

All of the collective moments in this framework are meant to

influence daily parenting moments. Because every moment can be a brain

building moment.

• Libraries incorporated Vroom into weekly “story time” programs with community parents, highlighting a relevant tip of the week.

• One parenting group shared a weekly tip and challenged attendees to try the activity with their children. The following week, parents would share their and their child’s responses and reactions to the activities.

• One childcare provider included Vroom reflection response activities when completing monthly parent check-ins.

• A local cultural institution shared specific Vroom tips their staff could highlight with families. These tips typically aligned with specific units, events, or information being shared with families at that time.

• Area health clinics developed "Vroom corners" in patient rooms and waiting areas to engage families with Vroom resources.

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All of the collective

moments in this framework

are meant to influence daily

parenting moments.

Beccause every moment

can be a brain building

moment.

About VroomScience tells us that our children’s first five years are when they develop the foundation for all future learning. Vroom turns shared moments into brain building moments. It translates groundbreaking science into everyday language and pairs it with accessible, actionable tips that encourage back and forth interaction between parents and children. Whether it’s mealtime, bathtime, or any time in between, there are always ways to nurture children’s growing minds.

The Vroom ApproachThe Vroom approach is simple: meet parents where they are, in places they already go, through trusted individuals and networks in their lives. The goal is to support parents throughout their daily journey with affirming, reinforcing messages about brain building by taking advantage of the communities parents are already a part of. Vroom takes the limited time busy parents have and makes it doable (and fun) to have a positive impact on their children’s brain development. To do this, Vroom is leveraging mobile and digital technology, household brands, entertainment channels, and

trusted messengers that parents rely on.

“Vroom is a great supplement to our

organization’s efforts and the community

efforts around early childhood that already exist.”

–Vroom partner

“I really like this app because the tasks and tips are simple. I like the fact that I’m sent a daily reminder and have easy access to them. Most of all, I like that it tells you HOW it helps with brain development.”

–Vroom parent

PILOT OVERVIEW3 About the Dallas County Pilot

5 Implementation & Strategy

DATA FINDINGS & RESULTS6 Evaluation Overview

7 Impact Created

PLANS FOR THE FUTURE8 Plans for Year Two

The Brain Building BasicsThe five Brain Building Basics are:

Even before babies can talk, they’re showing you what they’re interested in. Look into their eyes, or at what catches their eye, and begin brain building!

Powerful brain building moments are created when you let children lead the way, and you follow by responding to their words, sounds, actions and ideas.

It may not seem like it, but the sounds and gestures young children make are their way of communicating with you! So talk out loud together and keep chatting as your children grow, engaging them in learning about the world around them.

Back and forth interactions between you and your children are one of the most important ways to help their brains develop. So be sure to take turns while you’re talking, playing or exploring with your children.

Make the moment last longer by building on what your child says, or asking follow-up questions that expand your child’s thinking and learning. When you stretch the conversation with questions like, “What do you think about that?” or “How does that make you feel?” you’re stretching the brain building moment too!

Vroom CommunitiesThe Vroom Partners in Dallas County began sharing Vroom with families in the Summer of 2015. One of the first communities to pilot Vroom after its initial launch in Seattle, Dallas is now among over 28 states and cities committed to sharing Vroom and the science of brain building with families.

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Implementation and StrategyPartner SelectionLearning about early brain development from multiple trusted messengers would increase the likelihood of families embracing Vroom, the science behind it, and brain building activities. Dallas-based organizations in the same geographic space were encouraged to apply in order to create a “surround sound approach.” These geographies were identified based on demonstrated need, will, and level of partnership in the area. Organizations reaching diverse families across Dallas County and demonstrated varied levels of parent engagement also participated. Incorporating partners with both deep and light involvement in the daily lives of families further enhanced the strategy.

Learning NetworkDuring the pilot, partners met monthly to share updates, identify concerns and learn from each other. Partners also documented details such as frequency of and approach to sharing Vroom regularly during the pilot. This information was used to problem solve, optimize efforts and identify effective practices.

On the Ground EffortsMany partners introduced Vroom to families at back-to-school, orientation, or registration events held in late August and early September. These introductions to Vroom were often accompanied by screenings of the Vroom videos and demonstrations of the daily tips. Following introduction and pre-pilot survey collection, partners employed various methods to share Vroom throughout the pilot. In some cases, Vroom tips were integrated into program curriculum, tips and activities of the week were chosen and shared with families, and parent ambassadors were selected.

County-wide Media EffortsPartner efforts in sharing Vroom were complimented by numerous media efforts throughout the pilot. In September an ad campaign on DART buses and trains ran for over four weeks and brought in over three million impressions. Through the months of October and November social media campaigns—on both Google and Facebook—ran. Written pieces about Vroom were also featured in The Dallas Morning News, the North Dallas Gazette, and on local “Mommy” blogs.

Reach

1,500 Vroom Tip Card Sets distributed to local families

3,765,000 Estimated impressions from media campaigns

2,500 Facebook ad engagements

2,854 Dallas Daily Vroom downloads

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Evaluation Participating ParentsAcross the 25 organizations and sites that participated in an evaluation designed to measure

parents’ understanding of child development in the earliest years, as well as interactions with

their children, over 1,600 parents completed the pre-pilot survey at the beginning of the

school year. How parents were selected to complete surveys varied by organization. While

some organizations collected surveys and data from every eligible parent/caregiver enrolled

in their programs, others selected small cohorts of participants.

At the pilot’s close in March 2016, post-pilot surveys were collected from parents who

completed pre-pilot surveys and eight focus groups—six parent (in English and Spanish) and

two partner—were conducted. 554 parent post-surveys were successfully matched to their

pre-pilot counterparts and responses were matched and analyzed.

Survey Respondents

11%79%

Ages of Children Captured by Survey Respondents

N = 815

Younger than 1 1 year old

2 years old 3 years old

4 years old 5 years old

10913%

699%

9011%

9612%

26332%

18823%

“Thank you! The app gives us

quality time with our child and now he’ll be more ready for Pre-K”

–Vroom parent

Hours Worked

0

1-20

30-39

21-29

40+

65%

10%

6%

7%

11%

Spanish as primary language

(438 out of 554)

first time parents

(62 out of 554)

Age Range

19 years or younger

20-29 years

30-39 years

40-49 years

50 years and over

2

182

284

61

4

Education Level

Graduate degree (Masters, Doctorate)

College degree (Associates, Bachelors)

Some college

High school diploma

Some high school

Primary or middle school

1

50

71

151

195

73

Have Smart Phone

Yes

No46684%

7313%

153%

No response

6

% of Respondents Who Agree or Strongly Agree with Brain Building Statements

Vroom Usage Increased Brain Building Activity Between Parents and Children Across All Age Groups

Additional Data Findings

• 17 percentage point increase (83 caregivers) in those who

reported reading to children more than three times a day.

• 11 percentage point increase in parents/caregivers who talk about sights and sounds to children younger than two, more than four times a day.

• 19 percentage point increase (72% to 91%) in agreement with statement “I am my child’s first teacher” across

caregivers who earned less than high school diploma

(compared with 13 percentage point increase of those

with diploma or better—85% to 95%).

Impact Created

“My daughter can learn more than what she is just doing at school and what I know. She’s learning because of Vroom.”

–Vroom parent

Babies begin learning themoment they are born — & even before they are born

I am my child’s first teacher

74%

77%

93%19 percentage point increase

16 percentage point increase93%

0%

0%

20%

25%

40%

50%

Pre-Pilot Survey

Younger than 2 2 to 3 Years 4 to 5 Years

Post-Pilot Survey

60% 80% 100%

49%

N=76 N=192

26%

12%

N=181

Plans for Year TwoThe Dallas County Vroom Pilot successfully reached over 2,800 families through 40 sites and organizations. The goal for Year Two is to expand Vroom’s reach to 4,500 caregivers and their children. To reach this goal, efforts are being made to recruit partners that interact with families across diverse settings and levels of engagement. Building upon the existing efforts of partners in the Pilot Year, we aim to engage new partners who are trusted messengers in faith communities, parent groups, public agencies and local businesses. We also hope to extend deep activation of Vroom in four target geographies (up from two geographies during the Pilot Year).

How to Join Year TwoAs Partners, organizations will share Vroom as well as collect pre- and post-pilot surveys from parents, attend Science of Vroom trainings, participate in regular learning network meetings, and participate in focus groups and other evaluation frameworks.

As Members, organizations will share Vroom as well as attend Science of Vroom trainings and participate in regular learning network meetings (no evaluation requirements).

As Ambassadors, organizations will share Vroom as well as attend Science of Vroom trainings. (These organizations will not participate learning network meetings).

To learn more about the pilot and join the effort in year two, contact Kimberly Manns at Kimberly.Manns@Commit2Dallas.org.

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“One of the parents, Maria, is using the Vroom phone app with her 3 1/2 year old daughter Sofia. She shared that it is really

helping Sofia learn more. In the car they do the naming car colors game and counting

other cars. Sofia is initiating this on her own now, saying ‘look there is a red car.’

She also likes the setting the table activity and will now set the table by herself. She

will count the silverware and get a big cup for her father and a small cup for her. She

also likes the dressing activity and will pick out her own clothes every morning. Maria recommended the app to her friends and

will continue using it after the pilot.”

“I’d like to say something... I heard about Vroom from my (sister-in-law?) and I saw

it online, but I never dreamed I would get to hear someone personally talk about it.

Thank you for coming physically to explain it and share it with us. I came from Grand

Prairie because I think this is very valuable. There is nothing more important than our

children’s development...”

Special Thanks

A special thank you to the following philanthropic investors, whose financial support makes this impact possible.

Bezos Family Foundation

The Dallas Foundation

Durham Family Foundation

Esping Family Foundation

Harry Bass Foundation

M.B. & Edna Zale Foundation

Mike and Mary Terry Family Foundation

Rainwater Charitable Foundation

Rosewood Foundation

The United Way of Metropolitan Dallas

Wells Fargo

Workforce Solutions Greater Dallas

Brought to you by The Commit! Partnership