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Child Care Lasts a Lifetime - About the campaign

"Child Care Lasts a Lifetime" is the theme of an awareness and education campaign. The campaign is being implemented to help parents and families identify the characteristics of quality child care. Eventually, through the campaign, we hope to impact (influence) the kinds of policies that regulate child care in Iowa.

Recent research in four midwest states indicates that child care in Iowa is of poorer quality than surrounding states. Iowa has the highest percentage, in the nation, of employed parents of young children, and the second highest national rate of founded child abuse reports in child care settings (U.S. Census Bureau, 2002; National Clearinghouse on Child Abuse and Neglect Information, 1999). The effects of poor quality care can be expected to show up in lower language, literacy, academic, and social skills in Iowa's kindergartens.

Awareness activities began in April, 2004, which coincides with the Month of the Young Child and Prevent Child Abuse Month. ISU Extension family life field specialists throughout the state provided leadership in developing 1-2 community teams in their areas to conduct the awareness campaign. Resources such as table tents, bookmarks, tray liners, news releases, radio spots and editorials were developed and distributed to carry out the theme. These resources were distributed to libraries, restaurants, doctor/dentist offices, child care centers, etc. Other organizations in addition to ISU Extension to Families, which are supporting this effort include: American Association of University Women - Iowa (AAUW-IA), Iowa Association of Family and Consumer Sciences (IAFCS), ISU College of Human Sciences, Empowerment Boards, Child Care Resource and Referrals.

Five key messages about quality care are communicated through the awareness resources created for the campaign. The messages are:

To ensure quality care, take these steps:

  • Make sure there are enough adults to meet your child's needs.
  • Ask about the providers education and experience.
  • Watch how the provider gets along with children.
  • Check the daily schedule to ensure time for both active and quiet play.
  • Look for a safe place.

Following the awareness phase, a more intense educational phase began in Fall 2004. Educational presentations including research findings from the Midwest Child Care Research Consortium were given to community groups.

The third phase of the campaign is the public policy education or action phase. Thirteen communities received funding to host “Community Conversations” about quality child care during September-October-November of 2005, using the format developed by the National Issues Forum. Trained moderators guided the conversations, which explored benefits and costs of different policy approaches to ensuring quality care.

Communities that hosted conversations included:
Algona, Cedar County (Tipton), Charles City, Council Bluffs, Des Moines, Des Moines/Louisa Counties, Dubuque, Hardin/Marshall Counties, Lee County (Keokuk), Ottumwa, Scott County (Davenport), Van Buren County (Keosaqua), and Winneshiek County (Decorah).

Download and view the final summary report (pdf).