low income families, as professor thompsonexplained, children with more unfortune backgrounds enterkind garten are entering with a 2,000 word vocabulary a verybig differential and makes it difficult for those children to bein to learn and keep up wi their peers. so our objective is to close thatork gap before it happens, focusing on the first three yrs of life where the centers of e brain are developed language and literacy are most active, 80 prosi 080% of bra det 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 oy have the kit you can get butlso the outdoor signage tat will be everybody where. why is this signa 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 sall fail and they have a number of national collorative partners, bill and hillary clinton f