>> you just heard from mark thomon, it's a very complex iss but very important. so the purpose of our campaign which is called talk, read, sing is to take this -- the notn of the importance of early brain development and push it out to the publ and those families who have young children or who are caregivs of young children and phasize how important it is to interact with kids and stimulate the bin so that it grows and develops in the earliest years. and in the long run actually works to prevent the achievement gap. if we can get kids to develop their vocabularies and start out in school,ot behind their peers, th have a much better chance to succeed in school and in lie. but so the campaign really talks about -- we have two psas. 30 secon long, you can only talk so much about brain development in 30 seconds. we cut to the chase and talk about the importce of that early engagent and language stimulation in the earliest of years from the day a child is born. >> i know we can't show the psas because there are lights involved, but you have everybody interacting with