This pilot builds upon the established Tiny Happy People text messaging programme, now rebranded as CBeebies Parenting, which utilises an evidence-based library of activities to support child development. Previous small-scale randomised controlled trials by the University of Sheffield have shown promising impacts on parenting outcomes, providing a strong foundation for this expansion.

The project is currently focused on adapting the successful CBeebies text message programme model to the specific cultural and linguistic landscape of Wales and ensuring that it is aligned with routine health visiting appointments carried out, such as the 15-month check-in.

Our goal is to support parents with developing children’s speech, language, communication and socio-emotional skills in the home learning environment. We aim to establish a sustainable, bilingual digital service that could be integrated into the Welsh early years system, ensuring that families from low-income households receive the tools they need to thrive.

Early childhood is a pivotal period for speech and language development, yet many families face barriers to accessing professional resources that support their children’s growth in these areas. In Wales, there is a specific need to ensure that early years interventions are not only evidence-based but also culturally relevant and accessible in both Welsh and English. 

This project aligns with Nesta’s mission that from 2030 every child has the same chance of developing to their full potential in the early years. By exploring how to support parents through low-cost digital technology, we are testing a model that could be more scalable and cost-effective than traditional face-to-face interventions. Integrating this with existing frameworks like the 15-month health visitor check-in offered as part of the Healthy Child Wales programme ensures that we are not creating a fragmented system, but rather strengthening the existing support network for Welsh parents.

The project comprises a 52-week text message programme delivering weekly curated content from the CBeebies Parenting content library. Parents register via a bilingual portal and choose their preferred language to receive text messages in for the entire year-long journey. 

We are testing two routes of engaging parents to sign-up to the programme. Route one uses local authority partnerships to explore on-the-ground referrals via health visitors, Flying Start practitioners, and early years professionals. Route two centres on engagement via a targeted social media campaign across Wales. This will allow us to understand which routes to engagement are most effective for parents in Wales. The data gathered will form the basis of a comprehensive evaluation and a business case for a national rollout.