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What happens when you ask the creatives in an advertising agency to show brain development?

Maybe not what you might expect.

The remarkable little creature in the television commercial represents a baby’s brain.

Everything baby does, baby’s brain does on an even bigger scale.

Bright Tomorrows Start Today brings the science of early childhood brain development to life to show us how meaningful moments build young brains.

Scientists say the way to help kids build healthy brain architecture is through “serve and return” interactions. A child reaches out for interaction (“serves”), and the caregiver responds (“returns”).

Positive interactions form the brain architecture of babies. This is the foundation for a child’s future health, learning and wellbeing.

It’s what makes our little creature light up.

Erin and Scott and their gorgeous twin boys are the other stars of our commercial. For them, these quality interactions are part of every day. 

Active young brains build bright futures.

Mum & Bub

Meet Erin and Rory

Creative Director, 303 MullenLowe

Meet Richard Berney

Head of Strategy, 303 MullenLowe

Meet Derry Simpson

About CoLab - Collaborate for Kids

CoLab's vision is that young children in Australia develop, learn and thrive so they can build a better future for themselves and their communities.

CoLab was launched in 2017 through a partnership between Telethon Kids and the Minderoo Foundation.

CoLab is made possible by Minderoo's founding commitment to ensure every Australian child gets the best possible start in life.