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#WhatKidsNeed
ASocialMediaCampaign
The Fellows Network Gift to
The Annie E. Casey Foundation
In Honor of the 20th
Anniversary of the Children and
Family Fellowship
July 25, 2013

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Thunderclap
By clicking here,and following the directions,you can set your Twitter or
Facebook account to automatically tweet or post our message at a pre-ar-
ranged time on August 12.We need at least 100 people to do this in order for
the“thunderclap”to happen,so please enlist as many as possible to join in!
TIMING: NOW
Twibbon
This link will take you to a tool that will easily let
you replace your profile photo on Twitter and
Facebook with the campaign profile image.
TIMING: NOW THROUGH AUGUST 12
Sample tweets and Facebook posts
We’ve provided sample language for you to use leading up to August 12
(pages 6-8).
TIMING: NOW THROUGH AUGUST 12
Sample Blog Post
We’ve provided a sample blog post for you to customize and use in your
organization’s or your personal blog (page 5).
TIMING: AUGUST 12
Infographic
We’ve provided this handy infographic highlighting the main messages in
the video.We encourage you to post it on Facebook, on your website, and to
tweet about it (page 4).
TIMING: AUGUST 12
E-card
We have also provided you with an html file you can send to your lists, to
enlist their help.
TIMING: NOW
Let the buzz begin!
The #WhatKidsNeed
campaign is designed to draw attention to the idea that
childhood outcomes can be improved by focusing on
building the capacity of the significant adults in their lives,
as explained in Dr. Jack Shonkoff’s Theory of Change video.
We’re providing this toolkit for your use, to help spread
the word about #WhatKidsNeed by inundating your social
networks. As a community, the Fellows Network is active
across the spectrum of agencies and issues that touch
children’s lives. By tapping your networks on Facebook,
Twitter, and other platforms we hope to build momentum and
communicate these messages widely.To unify our efforts,
reach more people, and create the most impact online, we’ve
set August 12 as our Day of Action. On this day, we want to
cause as much buzz as possible by:
• Tweeting and posting in unison
• Changing our profile pictures in support
• Rallying others to the cause
#WhatKidsNeed
In the weeks leading up to August 12, we need YOU to promote the campaign far
and wide with a stream of social chatter.
We’ve provided a few tools to help you do just that:
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{
Tweetingandpostinginunison
Changingourprofilepicturesinsupport
Rallyingotherstothecause

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With your help, we can cause a stir
online and motivate people to join in
and take up the cause.We encourage
you to try to use all your outlets – your
personal account, official accounts you
manage, etc. Reach out to friends, family
and colleagues, and your organization’s
social media manager to enlist their help.
DON’T FORGET
Use #WhatKidsNeed in every tweet,post,pin,update,
and share! By spreading these messages as far as
possible, we can make a difference in children’s lives
and the way we approach child development.
HELP
Need help? We’ve engaged The Hatcher Group to
provide technical assistance on how to use this toolkit,
which will be provided to any Fellow that needs it.The
Hatcher Group can help with everything from starting
a social media account, using a Twibbon or crafting a
tweet to customizing and placing an op-ed.
Contact: Jeanne McCann
The Hatcher Group
301-656-0348
Jeanne@thehatchergroup.com
#WhatKidsNeed
LearnMore:
www.bit.ly/theory-of-change
When we help adults develop these skills,
children thrive.
The early years are critical for brain
development. But the brain keeps growing,
allowing young adults to learn the skills
they need to shape children’s futures.
problem-
solving
nurturing
planning
monitoring
self-
regulation
delaying
gratification
team
work
We also know toxic stress can damage brain
architecture. Children who experience a pile-up
of toxic stress have the poorest outcomes in
learning, health, behavior and later development.
focusing
attention
We can’t eliminate toxic
stress. But adults who
can plan, problem-solve,
nurture and respond to
children can shield
them from the worst
consequences.
We need to strengthen
adults’ abilities.
TOHELPCHILDRENSUCCEED,
STARTWITHTHEADULTSINTHEIRLIVES
A popular song once asked – “What’s love got to do
with it?” For those of us who are working to make
sure that our youngest children have what they need,
we need to ask a similar question: What’s adults got
to do with it?
Recentgroundbreakingresearchonbraindevelopment
has shown us that children have a critical window
in their brain development between birth and age
five. Responsive and attentive interactions between
young children and the adults around them during
this period form strong neural connections and shape
the architecture of the brain. This is why every single
interaction with babies and preschoolers matters so
much. Indeed, fostering strong development in those
early years is vitally important to children’s success in
life.
But the window doesn’t slam shut when children turn five.
The brain is still open to intervention and change
throughout life, with some areas still maturing in the
early 20s. That doesn’t mean we should wait until
then. It just opens up a wider window and invites us
to step in as soon as we can and go as long we can.
Research also says that the chain of adults who are
part of children’s lives starting at birth can have a
profound impact on what happens to children and
how their lives are shaped. Instead of throwing up
our hands in despair when confronted by the many
problems that children face, we can instead direct a
laser-like focus on the adults who touch their lives
every day.
That is what the Center on the Developing Child
at Harvard University and its Director, Dr. Jack P.
Shonkoff, are talking about in a compelling new video
that offers a theory of change for children that we, as
adults, can act on.
We all know that living day to day in toxic stress is
not good for children: they do not do well in the midst
of violence, neglect, hunger, and anxiety. But what
we seem to have forgotten is that the toxic stressors
that young children experience also can come from
the lives of the adults in their communities: The skills
that we know young children need to thrive are the
very same skills that parents and caregivers and
aunties and uncles and neighbors and family friends
need (and may not have) to hold down jobs, to create
stable routines at home, and to be there for kids when
they cry, when they are angry, when they are asking
questions, when they are looking for hugs, when they
are unsure and confused, when they are worried, when
they are sick, when they need something or someone
and are not sure how to ask…..
While we need better policies to help remove all the
stressors facing families and particularly those families
who are very vulnerable and isolated and poor – what
we must also do is help the adults better understand
and take up their roles in the lives of kids. Many of us
who are grown and doing well today grew up poor,
living in less than ideal circumstances. But the adults
in our lives – at home, at church, at school, and next
door – never let poverty and bad situations define us.
They shielded us. They encouraged us. They taught
us. This is not impossible work; it is simply work
we have forgotten how to do, were never taught, or
tragically decided that we do not want to do.
Too often as a society we talk about how we want to
“save”thechildren–buttodothat,inadditiontocreating
policies that make our community environments safe,
stable, and enriching, we must be willing to “redeem”
the adults in their lives, starting as early as possible
and continuing through their 20s.
We invite you to talk about how you and your
organization are “redeeming” adults on behalf of
young children. And if you are not, how could you?
What’s adults got to do with it? Everything…..
Sample Blog Post
(If your organization has a blog, we encourage you to customize the following post to suit your audience.)
The Science Is Clear: Children Need Adults to Step Up
{

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Join me in supporting a theory of change
in #childdevelopment: we MUST give
#whatkidsneed: thndr.it/16aekHx
#edchat
I’ve/We’ve changed my/our profile
pic to pledge my/our commitment to
helping give #whatkidsneed- join me/us
today! twb.ly/1dQA7GV #edchat
Video from @HarvardCenter: we need a
theory of change in #childdevelopment
to give #whatkidsneed: bit.ly/theory-of-
change
We need to change the way we think
about #whatkidsneed to develop and
grow: bit.ly/theory-of-change
#education #childdevelopment
The strongest supports for kids are
the capable adults in their lives: bit.
ly/theory-of-change #whatkidsneed
#parenting
The strongest supports for kids are the
communities and families in their lives:
bit.ly/theory-of-change #whatkidsneed
#parenting
We need to enable adults to better
provide #whatkidsneed through
coaching and skill-building: bit.ly/
theory-of-change #edchat
Too many kids face too many burdens
they cannot overcome alone: we
need capable adults who know
#whatkidsneed: bit.ly/theory-of-change
need capable #parents who know
Read how we are helping adults
better provide #whatkidsneed in
our community: [Link to blog post]
#childdevelopment #edchat
An early strong foundation and stable
home environment are the best for
#childdevelopment-we MUST give
need strong families who know
Social Media Posts
#WhatKidsNeed Social Media Posts
Provided are suggested posts to be pushed out to your personal or organization’s
social networks on Facebook and Twitter. Feel free to use as many as you wish
and tailor the text as you see fit. Make sure to include the hashtag #whatkidsneed
in any of your posts, and try to link to the video as often as possible.
Suggested Tweets
Anytime
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Week of August 5
Join me August 12 in supporting a
theory of change in #childdevelopment:
we MUST give #whatkidsneed: thndr.
it/16aekHx #edchat
I’ve/We’ve changed my/our profile pic to
pledge my/our commitment to helping
give #whatkidsneed- join me/us today!
twb.ly/1dQA7GV #edchat
Kids facing abuse, neglect, other burdens
at home need capable adults to reduce
those burdens: bit.ly/theory-of-change
#whatkidsneed
How can we strengthen the capacity of
everyone who interacts with children? bit.
To give kids #whatkidsneed,we must
focus on developing capable adults:bit.ly/
theory-of-change #edchat
@HarvardCenter
We must help adults develop executive
function to provide capable support
for children: bit.ly/theory-of-change
#whatkidsneed #neuroscience
Help adults develop executive function
to provide children with support: bit.
#braindevelopment
How can we help child care providers
reduce toxic stress in the community?
#whatkidsneed bit.ly/theory-of-change
How can skill-building help adults to
be more effective #parents for better
#childdevelopment? bit.ly/theory-of-
change #whatkidsneed
How can policymakers strengthen
communities’ & caregivers’ ability to
provide #whatkidsneed? bit.ly/theory-of-
change #edchat
We MUST build adult capabilities to
build a better future for children: bit.
#childdevelopment #edchat
Kids facing abuse, neglect, other
burdens at home need strong families
& community resources to reduce
those burdens: bit.ly/theory-of-change
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Join me TODAY in supporting a theory of
change in #childdevelopment: we MUST
give #whatkidsneed: thndr.it/16aekHx
#edchat
I’ve/We’ve changed my/our profile pic to
pledge my/our commitment to helping
give #whatkidsneed- join me/us today!
twb.ly/1dQA7GV #edchat
Pledge your commitment to helping
adults better provide #whatkidsneed-
add a Twibbon to your profile! twb.
ly/1dQA7GV #edchat
New infographic: How can we
strengthen the capacity of everyone who
interacts with children? bit.ly/13hNcTS
#whatkidsneed
Infographic:We need to change the way
we think about #whatkidsneed to develop
and grow: bit.ly/13hNcTS #edchat
#childdevelopment
Infographic:To give #whatkidsneed, we
must focus on developing capable adults:
bit.ly/13hNcTS #edchat #parenting
I/We pledge to help create capable adults
to give #whatkidsneed in our community-
read how: [Link to blog post] #education
#parenting
ALL adults in kids’ lives must be ready to
give them #whatkidsneed- many need
hands-on coaching and skill-building: bit.
ly/theory-of-change
August 12: DAY OF ACTION
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Suggested Facebook Posts
Your Organization
We need to change the way we think about child development – to help children grow
and overcome any burdens they face, we need to focus on the development of the adults
who are important in kids’ lives. We need better skill-building and training for adults to give
children the strong early foundation they need. Help us give #whatkidsneed – learn how you
can adopt a theory of change in your work and community. bit.ly/theory-of-change
Your Organization
How can we strengthen the capacity of everyone who interacts with children? There is plenty
of information out there on how to be an effective parent and care for children. But is it
helping? We need to actively support parents through skill-building, training, and coaching.
Creating more capable adults is a good way to ensure children are getting #whatkidsneed.
bit.ly/theory-of-change
Your Organization
To give #whatkidsneed, we must focus on developing capable adults in our communities.
Check out this infographic demonstrating a theory of change for a stronger future. [Attach
infographic]
Your Organization
I/We pledge to create better supports for adults in our communities so that they can in turn
support the children who rely on them. Children need capable adults to help them develop
and grow. Join us in adopting this theory of change – add a Twibbon to your profile to show
your support! twb.ly/1dQA7GV
Your Organization
Join us August 12 in supporting a theory of change in #childdevelopment – we need to
change the way we give #whatkidsneed! Sign up for our Thunderclap to post or tweet in
unison: thndr.it/16aekHx
Your Organization
Join us TODAY in supporting a theory of change in #childdevelopment – we need to change
the way we give #whatkidsneed! Sign up for our Thunderclap to post or tweet in unison:
thndr.it/16aekHx
Your Organization
Children need stong families and supportive communities to help them develop and grow. Read
how we are helping adults better provide #whatkidsneed in our community: [Link to blog post]
Your Organization
To give kids #whatkidsneed, we focus on developing capable adults through skill building
and coaching. Check out our X program: [Link to program]

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