families, as professor thompson explained, children with more unfortunate backgrounds enter kind gartenntering with a 2,000 word vocabulary. a very big differential and makes it difficult for those children to begin to leakeep up keep up with their peers. so our objective is to close that work 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 prosecuti 080% of brt takes place in the first three years of life. it's important to talk, read and sing to their children and by the time they 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 but also the outdoor signage that will be everybody where. why is this signage so important? >> we're launching in oakland with a pilot program. you'll see these bill boards and bus shelters going up in oakland in the next month or so. we're partnering with a national organization called too small to fail and they have a number of national collaborative partners, b