In 2017, we intended to raise awareness among the caretakers on the passage of time and on nurturing childhood, with this motto:

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“IT GOES BY FAST. Childhood: once in a lifetime. Enjoy it from A to Z.”

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Childhood is precious and we only live it once. It goes by fast, but it is essential. We need to cherish this stage of life.

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We ought to be there, present, in order to learn, understand and decode the children’s signals and respond accordingly.

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We need to nurture childhood with many great memories, to make childhood a period of life that we do not want to forget, on the contrary, we want to remember in the future, for the rest of our lives. But the time flies. Time -let’s make the most of it.

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Thus, this campaign, through different media (outdoor posters, video, radio, website palavrasdainfancia.com), reveals common children’s words with which everyone is familiar with. This message is aimed at reaching and sensitizing the caregivers, in a simple way, not judging, and allowing us to think about the importance of infancy.

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As in previous years, this campaign was implemented with the support of the Research and Social Intervention Centre of the University Institute of Lisbon (Centro de Investigação e Intervenção Social do ISCTE-IUL), in particular, with the collaboration of the Professor Maria Manuela Calheiros.

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For the first time, “Caminhos da Infância” had the support of the Early Childhood Unit from D. Estefânia Hospital (Unidade de Primeira Infância do Hospital de D. Estefânia) and the Safe School Project (campaign with the police authorities) on the design of this campaign.