A new campaign aimed at helping young children reach their full potential has now signed up 1,000 families.

The Hungry Little Minds Staffordshire and Stoke-on-Trent campaign gives parents access to activities to help develop their baby's communication skills.

One Staffordshire family enjoying the campaign is Sam Cook and her baby daughter, Erin aged 10 months. Sam is using the scheme help develop Erin's speech and language skills.

She said: "The campaign is great because it shows parents how to build activities into what we're already doing, whether it's feeding, changing or doing the washing, you can be helping your baby develop at the same time!

"As a mum I have lots to do, but the activities don't feel like another job to do – actually, the activities can make mealtime or bath time more fun.

"When you know what to look for, you can see your baby communicating with you from the moment their born. And as she grows the emails make it easy to try new activities that are right for her age."

Once signed up to the scheme, parents get free personalised emails sent out every fortnight, with age specific activities for them and their child. Videos, songs and nursery rhymes which help a baby learn about sounds, speech and conversation are examples of the kinds of activities. Parents continue to receive the emails until the child is two years old.

Mark Sutton, Cabinet Member for Children and Young People at Staffordshire County Council said: "Our number one priority is to make sure that every child in Staffordshire has the opportunity to get the best start in life as possible.

"We know that a child's development in their early years has a direct impact on their health, happiness and success in adulthood. So, getting to them at the first opportunity is vital and is just what our Hungry Little Minds campaign does.

"Children don't come with a manual, but this campaign gives parents all the necessary information and resources to make sure they're learning to communicate and are developing well, helping set them up for life.

"Simple things like talking to them in your normal voice, reading a story, singing to them and reciting nursery rhymes will all help them learn and develop their speech and understanding."

Councillor Dave Evans, Stoke-on-Trent City Council cabinet member for children and young people, said: "We want our city's children to have the best possible start in life.

"A good level of communication, including being able to understand both spoken and written words are essential skills for our children.

"The Hungry Little Minds campaign is supporting parents with how important their role is in helping children to learn these essential skills before starting school. Empowering children with these building blocks will enable them to thrive and live well into adulthood."

In Staffordshire and Stoke-on-Trent up to 25% of children don't reach a good level of communication development by the time they start school. Many of them will start behind their peers and can struggle to catch up. This can result in them not achieving their full potential.

The campaign, which launched in September 2020, is being run by Staffordshire County Council and Stoke-on-Trent City Council. Resources and activities were developed with the help of parents, health partners, teachers and early years professionals.

The campaign builds on the national Hungry Little Minds campaign and includes BBC Tiny Happy People videos.

Parents can sign up for the scheme by clicking here.