SOURCE: First 5 California

First 5 California

February 01, 2016 20:01 ET

First 5 California Launches Next Phase of Successful Talk. Read. Sing.® Campaign With Former NASA Astronaut

SACRAMENTO, CA--(Marketwired - Feb 1, 2016) - First 5 California unveiled today the second phase of the Talk. Read. Sing. public service media campaign, produced by Fraser Communications, in which accomplished Californians celebrate the importance of their parents' and/or caregiver's efforts to talk, read, and sing to them at an early age. In a state-wide effort to educate and encourage parents and caregivers to interact with their children as early as possible, the first commercial in this phase features former NASA Astronaut Jose Hernandez. Having grown up the child of migrant farmworkers in California, Hernandez attributes his accomplishments as a pilot, engineer, and astronaut to the efforts his parents made to interact with him beginning in infancy during everyday simple moments.

"The importance of recent brain science in child development cannot be overstated," said First 5 California Commission Chair George Halvorson. "The first three years of a child's life are referred to as the 'Golden Years' for brain development and strengthening. In fact, those first years are when billions of neurons connect inside the brain -- connections that last a lifetime and set us up for strong mental exercises, just like our muscles do for our bodies. Early brain stimulation is essential to healthy, strong minds and futures." 

"I am truly honored to be able to share my story to hopefully inspire parents and caregivers of the youngest children in the great state of California," said former NASA Astronaut Jose Hernandez. "I want to thank my parents, who nurtured my dreams early on and gave me the tools I needed to succeed."

"Talking, reading, and singing are easy and free," said First 5 California Executive Director Camille Maben. "First 5 California's new campaign is designed to empower parents to spend quality time with their children right from the start to help ensure they reach their fullest potential in life."

The First 5 California's fully integrated campaign includes television commercials, radio, social media ads, and digital ads. Produced by Fraser Communications, the campaign showcases stories of how daily interactions are critical to build children's brain capacity, prepare them for school, and for life. The first 30-second television commercial began airing on Monday, February 1. The First 5 California parent website is a vital resource for parents and caregivers and includes tips and activities on how to talk, read, and sing. The site also cites recent research on the science of early childhood brain development.

With the launch of the campaign, the Commission also reaffirmed a partnership with the California Department of Education (CDE) and the California Health and Human Services Agency (CHHS) to promote and amplify the Talk. Read. Sing. messaging through each agency's programs that serve children ages 0 to 5 and their families.

About First 5 California
First 5 California, also known as the California Children and Families Commission, was established after voters passed Proposition 10 in November 1998, which added a tax on tobacco products to fund education, health, child care, and other services for children ages 0 to 5 and their families. Its programs and resources are designed to educate teachers, parents, grandparents, and caregivers about the critical role they play during a child's first five years -- with the overarching goal of helping more California kids grow up healthy and ready to succeed in school and in life. For more information, please visit

About the California Department of Education
Under the guidance of State Superintendent Tom Torlakson, the California Department of Education creates strong, effective schools that provide a wholesome learning environment through incentives that cause a high standard of student accomplishment as measured by a valid, reliable accountability system. All California students of the 21st century will attain the highest level of academic knowledge, applied learning and performance skills to ensure fulfilling personal lives and careers and contribute to civic and economic progress in our diverse and changing democratic society.
For more information, please visit

About the California Health and Human Services Agency
The California Health and Human Services Agency oversees departments, boards, and offices that provide a wide range of health care services, social services, mental health services, alcohol and drug treatment services, public health services, income assistance, and services to people with disabilities.
For more information, please visit

Contact Information

  • Communications Office
    Jamiann Collins-Lopez
    (916) 263-1042
    Email Contact