Shaping Us

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The Prince and Princess of Wales.

Shaping Us is a campaign operated by the Royal Foundation.

The campaign aims to transform the issue of early childhood from one of scientific interest to one of the most strategically important topics of our time. The campaign also aims to highlight that all of society has a role to play in building a supportive and nurturing world around children and those who care for them. The launch event was held at the BAFTA headquarters in London and attended by scientists and celebrities. A 90-second animation was also released to be shown ahead of cinema screenings in the UK cinemas and on advertising screens in Piccadilly Circus. The group Practitioners of the Early Years Sector responded to the campaign by stating that besides awareness "long-term investment and funding" was needed. In March 2023, Catherine launched the Business Taskforce for Early Childhood composed of NatWest Group, Unilever, Aviva, Deloitte, IKEA, Co-op, the Lego Group, and Iceland, which will work to engage and support the business sector on the issue of early childhood. She also held the first meeting of the Taskforce on March 21 at the NatWest Group's London headquarters.

In June 2023, it was announced that the Royal Foundation Centre for Early Childhood had granted £50,000 towards a study in partnership with the Institute of Health Visiting and the University of Oxford, to evaluate the use of the Alarm Distress Baby Scale (ADBB) in the UK. Catherine had first observed the ADBB model's implementation, which is used to assess how babies are interacting with the world around them, focusing on behaviors like eye contact, facial expressions, vocalization and activity levels, during her solo trip to Denmark in February 2022. The trial will run over a period of 10 months at the South Warwickshire NHS Foundation Trust and Humber Teaching NHS Foundation Trust. In November 2023, the centre hosted the Shaping Us National Symposium at the Design Museum in London, which brought together cross-disciplinary leaders, child and adult specialists, and global thinkers for the first time to explore how individuals grow, think, and behave throughout life, with the aim of fostering resilience for the future. In the same month, the centre published an "Issues Index," revealing that a third of people in the UK consider financial pressure to be the most significant concern for parents and carers in 2023. The centre also initiated a campaign encouraging individuals to support their local baby banks by donating items, money, or volunteering their time. In December 2023, the Royal Foundation supported 12 locations across the UK to host their own carol services concurrently with the one hosted at Westminster Abbey by Catherine to highlight those who support babies, young children, and families.

In December 2023 the Princess of Wales began focusing on the importance of fathers in the lives of small children.[1]

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