In many rural communities across The Gambia, young children face developmental delays due to limited early stimulation and low awareness among caregivers about the importance of play in early childhood development. Without support, many children miss out on critical opportunities to build foundational skills in their earliest years.

To help close this gap, in 2021, ChildFund was contracted by the World Bank under its Early Learning Partnership (ELP) portfolio to implement a 10-month playful parenting intervention. This initiative formed part of the Social and Behavioural Change Communication (SBCC) component of the NAFA Social Safety Net Project, targeting three rural districts in The Gambia.

The intervention focused on equipping parents and caregivers with knowledge and practical skills to engage in play-based learning from birth. Through hands-on, experiential approaches, caregivers learned how to integrate playful parenting practices into everyday routines, strengthening their children’s emotional, cognitive, and social development.

The project was implemented in Nianija District, reaching 579 caregivers and 1,222 children aged 0–3 years across 32 communities, helping to lay a stronger foundation for lifelong learning and well-being.

The overall goal of the intervention was to improve caregivers’ knowledge, attitude and practices on responsive caregiving, child stimulation and playful parenting for caregivers of children 0 – 3 years old. 

The project had two specific objectives:

• • To encourage parents to play with their children from birth by providing caregivers with knowledge around the importance of and strategies for responsive parenting.
  • To improve the understanding of the government and other local stakeholders engaged with the communities and the households on the implementation of the Social and Behavioural Change Communication (SBCC) on how to encourage playful parenting.

World Bank

Learn more at https://www.worldbank.org/en/country/gambia

The partners for the implementation of the 10-month Playful Parenting Project included:

• NAFA Social Safety Net Project, the government-led initiative aimed at improving the welfare of vulnerable households.
• The World Bank, which provided funding and technical oversight under its Early Learning Partnership (ELP) portfolio.
• Key government agencies, including the Ministry of Basic and Secondary Education, the Department of Community Development, and the Department of Social Welfare, who played central roles in coordination and delivery.
• Community organizations, such as Community-Based Organizations (CBOs), Mother’s Clubs, Village Development Committees (VDCs), and School Management Committees (SMCs), which helped mobilize, engage, and support caregivers at the grassroots level.

• North Bank Region

The project created a ripple effect of positive outcomes for young families and early childhood development:

• Stronger family relationships: Couples reported improved communication and closer bonds. This positive shift in relationships led to an increase in planned pregnancies among participating couples.
• Increased male involvement in parenting: Young women shared that their partners are now actively supporting them—accompanying children to health clinics, kindergarten, and taking part in daily caregiving at home.
• Boost in early childhood education enrolment: Heads of ECD centres observed that the availability of play facilities and regular parenting sessions led to a rise in enrolment.
• Government engagement revitalised: The Ministry of Basic and Secondary Education (MoBSE) resumed construction of previously stalled ECD centres in Njoben, Nyakoi Tukulor and Fittu Fula, inspired by the momentum and community engagement generated by the project.

Read the full impact assessment report.