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Sefton Council supports major NSPCC campaign to support new parents across Merseyside

Look, Say, Sing, Play Campaign LogoSefton Council is launching a new partnership with the NSPCC to help support parents with young babies across Merseyside.

Look, Say, Sing, Play is open to anyone who helps to look after a baby in Merseyside. It involves signing up to receive free, weekly tips to help their young one’s mind develop, and strengthen the bond between carer and child.

The service is based on brain science, but the basics of the campaign are very straightforward. Parents are encouraged to Look at what their baby is focusing on and how they react, Say what they’re doing and copy the sounds their baby makes, Sing along to their favourite tune and Play simple games and see what their baby enjoys.

Mubashar Khaliq, the NSPCC’s local campaigns manager for the North West, said this new partnership was set to be the charity’s biggest event in the region.

Mubashar said:

“Look, Say, Sing, Play is a terrific campaign, and gives new parents the confidence to have fun with their babies, safe in the knowledge that every song they sing or game they play will help develop their brain.

“You don’t need fancy or expensive toys to take part, every time you use silly voices, play or just sing with a baby, you’re helping their mind grow. More than that, you’re also helping to develop a powerful bond with the baby, which could last a lifetime. Anyone can sign up for the free sessions and emails, and we’re really excited to be launching Look, Say, Sing, Play across Merseyside.”

Research has shown that two-thirds of parents don’t understand the brain-building benefits of two-way interaction with a baby – from the moment they’re born, their minds need nourishment, and it can be difficult to think up new ways for mums, dads, grandparents and carers to keep them engaged. That’s where Look, Say, Sing, Play can help.

Cllr. Diane Roscoe, Sefton Council’s Cabinet Member for Education, said:

“We’re very excited to be working with our neighbouring local authorities and the NSPCC to launch this new campaign to support all of our parents and carers with young babies.

“Look Say Sing Play campaign gives parents and carers lots of simple tips and hints on how to incorporate fun brain-building activities into the everyday life of babies and young children.

“I would encourage all parents and carers to check out the Sefton Council website and get involved!”

More information about Look Say Sing Play is available at and