Jeff Brazier wants to encourage parents to become more imaginative
Parents are being urged to become more imaginative with their children to stop Britain plunging into a creativity crisis.
Research published by the University of Edinburgh suggests that children born in the Eighties are more creative than those of today – mainly because today’s kids are spending less time outdoors playing together.
In fact only 54 per cent of children ever play outdoors, meaning they are becoming less inclined to use their imagination.
Although the report has found that 69 per cent of British parents think creativity is vital for their children’s development, many are unsure of how to encourage it, and 1 in 5 admit to leaving the task in the hands of schoolteachers and playgroups!
Worryingly, 1 in 7 parents spend less than an hour a week dedicated to their children’s creativity needs.
The research has prompted Mini Babybel to launch an initiative to encourage families to get creative. Fronted by celebrity dad Jeff Brazier, a video using the theme of The Mad Hatter’s Tea Party helps create awareness and highlights the importance that creativity plays in a child’s development, as well as offering top tips on how parents can get involved.
Watch the video below:
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