Children’s Institute, Causewave Community Partners and a collaborative of child-serving organizations this week announced a new community campaign to ensure families are aware of the benefits and availability of free developmental checks for young children.
Organizers noted that just 20 to 30 percent of children with health, behavioral and development problems are identified and receive appropriate interventions prior to entering school. The Get Ready to GROW collaborative, led by Children’s Institute, features screenings designed to support a child’s doctor by providing complementary information that they would not get during a typical well visit.
In addition to height, weight, vision and hearing, the development checks will look at movement, dental, speech and language, thinking and reasoning and more.
“This campaign helps parents know about Get Ready to GROW’s comprehensive, convenient and fun checks – with trusted follow-up and support. Every parent should have as many people as possible in their corner and help at their fingertips, as growth is rapid during childhood and a worry can rise quickly,” said Children’s Institute Executive Director Ann Marie White.
Regional advertising agency Mower donated time and talent totaling more than $90,000 to develop the Let Their Greatness GROW campaign. The initiative is designed to raise awareness and educate parents about the screenings. The advertising acknowledges that parents often see things in their child’s behavior they are unsure of or think will go away with time. With the help of a screening they can uncover their child’s strengths and if a need is identified take action to ensure their development is on track. Additional pro bono production support for the campaign was donated by PushMP and dPost.
“This was a complex challenge as parents have a lot on their plates, and it can be scary to think about your child needing help in order to thrive,” said Causewave President and CEO Todd Butler. “We needed the team at Mower to come up with a messaging strategy that was clear, focused, optimistic and empowers parents to take action for their child. They really delivered.”
The Get Ready to GROW comprehensive screening model is more than just a one-time check. A GROW navigator partners with the family, school, child care providers and physicians to better understand a child’s developmental path. Navigators will assist parents and work with the support network to help ensure the child is prepared for success in school.
“Get Ready to GROW screenings are more comprehensive than what I would normally be able to do in the office and provide links to services and navigation support not typically available,” said Sarah Collins-McGowan M.D., a pediatrician with Rochester Regional Health at Genesee Pediatrics and the Center for Refugee Health. “It’s so easy to work with the GROW team as a provider. They figured out what our office needed and personalized processes for maximum efficiency and value.”
Initial funding came from Rochester’s Child, Rochester Area Community Foundation, Greater Rochester Health Foundation, United Way of Greater Rochester Inc., the city of Rochester, New York State Education Department and Rochester City School District to launch the development of the screening model and has been vital in getting the initiative to where it is today, officials said. Value-based payment in healthcare also is a source of funding, recognizing the value of early intervention and reimbursing screening costs.