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Healthy Child Development

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Take 30 for the Family


The Take 30 for the Family program was developed:

  • to ensure that Prince Edward Island parents know that they are the most important influence in their child’s life and what they do will have significant impact on their child’s development, success in school and over the long term;
  • to have parents take more time for family interaction and free play for children; and
  • to increase the number of Prince Edward Island employers who develop and institute family-friendly work policies.



The Understanding the Early Years PEI (UEY) (2001 & 2006) study identified some risk factors regarding the school readiness of children in our Prince Edward Island communities. Research found that (1) Island families, especially rural ones, may have difficulty accessing resources and (2) Island families could use resources more frequently.

  • THE UEY PEI study (2001) identified that parental engagement in children’s learning activities could be improved. Albeit, in 2004, the score did improve slightly.
  • The Progress Report of the Student Achievement Action Plan (November 2006) recommended that parents be actively involved in a child’s readiness to learn in the school environment.
  • The 2007 Early Learning and Child Care Action Plan allocated funding to support a PEI campaign focused on the early years and how parents, care givers and communities can be actively involved in learning activities and programs.

Take :30 for the Family Primary Target Audiences 

  • Male and female parents of children in PEI from birth to eight years old.

Secondary Target Audiences:

  • Grandparents and care givers
  • Opinion leaders, early childhood educators, healthcare providers, etc.
  • Prince Edward Island employers
  • Government officials and policy makers

Take 30 for the Family Media and Marketing

  • A bilingual website housing family activity ideas, feature articles, colouring sheets for children, links to local and national organizations and reviewed child development content, a calendar of family events and dates to help parents make local connections and get involved in their communities, a forum to ask questions about child development and parenting of PEI experts.
  • Radio advertisements and promotions on Ocean 100 and KRock
  • Newspaper advertisements
  • Posters, retail and community signage and promotional items including bookmarks, shopping lists and family calendar (to be available by summer 2009).
  • A toll-free information line: the place for parents to call to share their own Take 30 family stories, to get “Take 30" activity ideas or for more about early brain and healthy child development.
  • Community partner toolkit

Sponsors and Partners

  • Province of Prince Edward Island, with financial support through the Department of Education and Early Childhood Development (formerly Early Childhood Services of the Department of Social Services and Seniors)
  • The PEI Children’s Secretariat and the Premier’s Council on Healthy Child Development
  • Home Hardware stores
  • Co-op Stores
  • Ocean 100 and K Rock

Community Organizations and networks of the PEI Children’s Secretariat:
Association for Community Living, Cap Enfant, CHANCES Family Centre, Childhood Injury Network - Island Network for Injury Prevention, Children and the Environment Network, Children with Exceptional Needs Network, Children’s Mental Health Network, Department of Community, Cultural Affairs and Labour, Department of Innovation and Advanced Learning, Department of Education and Early Childhood Development, Department of Environment, Energy and Forestry, Department of Health, Department of Social Services and Seniors, Early Childhood Development Association, Early Childhood Education and Care Network, Fédèration des parents de l'.Î.P.É, Families First, Family Place, Healthy Lifestyles Network, Kids West Inc., Office of the Attorney General, Main Street Family Resource Centre, Mi’kmaq Family Resource Centre, Parent Support Network, PEI Environmental Coalition, PEI Healthy Eating Alliance, Pregnancy, Birth and Infancy Network, and Protecting our Children Network.

Media Campaign

  • Parents
  • Grandparents
  • Islanders
  • Take :30 Press Release
  • Take :30 Press Release, Grand Prize Winner

    1-888-i take 30 (482-5330)

    Sarah Henry
    Healthy Child Development Coordinator
    Department of Education and Early Childhood Development
    PH: (902) 438-4843






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