income families, as professor thompson explained, children with more unfortunate backgrounds enterkind gartenntering with a 2,000 word vocabulary a very big differential and makes it difficult for those children to bein to learn and keep up with their peers. so our objective is to close thatork gap before it happens, focusing on the first three years of life where the centers of the brain are developed language and literacy are most active, 80 prosuti 080% of brait takes place in the first three years of life. it's important to talk, read and sing to their children and by the time th reach kindergarten will be able to succeed in school and beyond in life. >> your campaign is very aggressive, not only have the kit you can get butlso the outdoor signage that will be everybody where. why is this signage so important? >> we're launching in oakla with a pilot program. you'll see these bill boards and bus shelters going up in oakland in the next moh or so. we're partnering with a national organization called too small fail and they have a number of natioal collaborative partners, bill and hillary c