With more and more children entering kindergarten unprepared to learn, we set out to remind Milwaukee parents that they are their child’s first teacher. It’s often said that children are like sponges, soaking up everything they see and hear. We wondered, what would it look like if we brought this metaphor to life? The result was a bold, impossible-to-ignore advertising campaign to help adults understand interacting with children is a simple but powerful way to support healthy brain development.