“Be Their Biggest Champion” is a statewide media campaign from the New York State Council on Children and Families (CCF) designed to help New York’s children get the care and resources they need to thrive. Launched in August 2026 in 17 languages, the effort encourages parents and caregivers of babies and young children up to age five to understand, recognize, and support their children’s development.

Using thoughtful, reassuring language, “Be Their Biggest Champion” normalizes questions and uncertainty around early childhood development and positions developmental health as a routine part of parenting. Messaging also empowers parents and caregivers to become confident advocates for their children, giving them the tools to start conversations with professionals they trust.

Additionally, “Be Their Biggest Champion” connects families with easy-to-understand guidance and activities that support learning and healthy development at MilestonesMatter.ny.gov, a CCF website launched alongside the campaign. Together, these resources help families get informed and celebrate every child’s unique developmental journey.

Help spread the word. Print and display campaign posters today.