The COVID-19 pandemic turned the world as we knew it upside down. Caregivers of young children were particularly vulnerable because of rapid shifts in caregiving and educational responsibilities that likely occurred within the context of other evolving professional and personal obligations. Family and Consumer Sciences (FCS) Agents at the University of Kentucky remained an instrumental resource for families with young children by adapting and continuing to respond to the most pressing needs. 

Through a partnership with Kentucky Educational Television (KET), facilitated by an Extension Specialist for nutrition and maternal and child health, FCS Agents learned about and gained access to the Bright by Text program. Bright by Text is a new program to Kentucky that provides resources to help caregivers of young children – whether their own or others – navigate the changes children experience and offer encouragement in the ever-changing role to raise healthy children and build a strong, resilient family. 

Bright by Text is a text message service that provides free games, activities, and resources matched to a child’s age and can be tailored for multiple children. Text messages are available in English and Spanish and contain developmentally appropriate information from trusted early childhood experts. Messages address topics like developmental milestones, language and early literacy, brain development, health and safety, social-emotional competence, nutrition, behavioral tips, and more. Messages may include tips, links to short videos, or links to activities to complete with children. The tips and activities can help caregivers make the most of daily routines like mealtime, bedtime, and play time to support children’s development.

In addition to tailoring content to a child’s age, messages also share timely information about local resources and events from community organizations. A unique opportunity with this partnership and program is that FCS Agents can promote events and resources relevant to developing and supporting families with young children. This new avenue for marketing Cooperative Extension programming offers the potential to extend programmatic reach to new or different audiences.   

In the spring of 2020, the Extension Specialist for nutrition and maternal and child health hosted two webinars about Bright by Text. In April, 73 Extension professionals attended the in-service co-presented with friends at KET. The in-service introduced Extension professionals to the Bright by Text program and walked them through steps to advertise their local events. A second, public-facing webinar delivered over Zoom and Facebook Live was offered in May 2020 and reached more than 2,900 individuals. Partners at KET noted an increase in sign-ups for the texting program shortly after the webinar and were hopeful this would facilitate connecting families with resources during the difficult times related to the COVID-19 pandemic and beyond.

FCS Agents are critical messengers for education, research, and outreach that improves the quality of life for individuals and families. Extension Specialists can support FCS Agents in this important role by generating and nurturing mutually beneficial state and local partnerships. The synergy of partnering with agencies that hold similar priorities and complementary resources will yield more holistic support and wider reach for those caring for and raising young children.