A series of short films on early childhood – Quanto mais Cedo, Maior (“the sooner, the bigger”) – has been broadcast at primetime on the largest commercial TV network in Latin America, Brazil’s Rede Globo, reaching an estimated audience of around 13 million.
The videos were produced by Prodigo in partnership with Fundação Maria Cecilia Souto Vidigal, Itaú Social, Instituto Samuel Klein, Fundação Porticus and the Bernard van Leer Foundation.
The films are presented by Dr. Drauzio Varella, a charismatic and highly respected expert in Brazil. The aim is to increase public understanding of the importance of the early years – an important task given that polls show more than half of the Brazilian public, for example, believe that children aged under six months are not yet capable of learning.
Each video features a specialist on a particular subject related to the early years, well-known celebrities and real families putting the concepts presented into practice. The content is also being promoted on social media, including by celebrities. All video’s are available on Dr. Varella’s YouTube channel (over 3 million followers), as well as through Rede Globo’s channels. In this video Dr. Varella introduces the series.