.jpg)
.jpg)
A Theory of Change
As the milestone of the 40th anniversary was celebrated, Playgroup Queensland was looking forward, continuing to expand and diversify with the same growth mindset of the previous four decades.
From the foundation years of collaboration with the C&K Association, the Lady Gowrie Child Centre, Child and Maternal Welfare Clinics and the Australian Preschool Association, Playgroup Queensland now worked with over 400 community partners, agencies and supporting organisations. Deftly adapting to social and communication change, to parental and community needs, to fluctuations in funding levels and the global pandemic, a passionate belief in the importance and significance of play in early learning and of parents as a child’s first and most important teacher, continued to be at the heart of the Association’s decision-making and existence.
The Playgroup Brand Evolution
In 2016, the state and territory playgroup organisations that were affiliated with Playgroup Australia collectively made the strategic decision to unify their identity under a single brand. This step was taken with the goal of enhancing credibility and raising awareness of playgroups across the country. The adoption of a shared logo, featuring a distinctive candy-striped ‘P,’ was chosen as a unifying symbol and remained in use until 2021. Playgroup Queensland embraced the branding evolution with the hope that it would bolster brand recognition and open doors to increased funding opportunities. The Playgroup Queensland logo was complemented by ten other program logos, including that of Sing&Grow Australia.
Programs 2013-2023
Various initiatives and programs were developed early in the decade including the Transition to Kindy (T2K) project to raise awareness of developmental milestones and the importance of enrolling children into kindergarten, as well as the Step into Prep transition to school program. Another key 2013 initiative was the establishment of over 200 School Based playgroups which provided a link for local families to the school and wider community and assisted with school readiness.
The Ageless Play Initiative brought together new parents and ageing communities, while the Pathways for Early Learning and Development (PELD) program supported at risk families in the Lockyer Valley and Southern Downs. Defence Playgroups at Oxenford supported Defence families to integrate into the local community by inviting civilian families to participate in the playgroup, and the development of culturally and developmentally appropriate playgroup learning experiences for First Nations and multicultural communities continued.
-1.png?width=810&height=810&name=Untitled%20design%20(30)-1.png)
Reconciliation Action Plan
For decades, Play Matters Australia had been informally contributing to reconciliation efforts in various ways, including working with, and walking alongside First Nations communities through the delivery of playgroups and programs. In 2022, the organisation took a significant step by embarking on its formal reconciliation journey with the launch of its very first Reconciliation Action Plan (RAP). This was a culmination of years of work.
The creation of the Reflect RAP provided an opportunity to examine the enhancements required to advance reconciliation with First Nations Peoples.
Play Stars
In a significant partnership with the Queensland Government, a $1.58 million five-year initiative was announced in 2016. Play Stars offered every Queensland family with a newborn free Playgroup Queensland membership up until their child’s first birthday. This innovative initiative not only resulted in a substantial surge in memberships but also provided essential funding for the review and enhancement of internal procedures, the introduction of digital membership cards, and the expansion of the organisation’s online presence. From 2016 to 2021, Play Stars made a huge impact, supporting over 10,000 families.
.jpg)
Pandemic Response
COVID-19 created significant challenges for families, communities, and services relying on face-to-face services. Amidst major program disruption and social isolation, the Playgroup Queensland and Sing&Grow teams deftly responded to the rapidly changing circumstances and regulations by increasing communication and delivering services online. A suite of resources were developed and sourced for distribution, including videos, activities, blogs, tip sheets and support materials.
Research, Evaluation, and the Theory of Change
Committed to ensuring playgroup programs provide opportunities for children and families to build knowledge, skills and confidence for lasting social benefit, Playgroup Queensland employed a Research and Evaluation Coordinator in 2017. Staff are supported to implement evaluation methods to measure the effectiveness of programs, address the needs of families and communities and guide service design and delivery. Partnering with institutions such as the UQ, QUT, Griffith University and the Australian Institute of Family Studies, programs are informed by research, evidence and knowledge.
In 2021, a theory of change was developed based on advances in the understanding of the relationship between freely-chosen play, child development and neuroscience. The theory of change helps explain the science behind the importance of play and provides the theoretical and historical foundation underpinning Playgroup Queensland programs. The foundational document is used in program planning, program design, and policy advocacy, including in the successful Play Stars proposal to the Queensland Government.
.jpg)
Sing&Grow
After a rebrand for a contemporary audience in 2013, the Sing&Grow music therapy program had become the premiere program of the Social Enterprise team, offering both funded and fee-for-service early intervention programs across Australia. The 2014, the Let’s Sing&Grow CD was commissioned to encourage families to use musical play in the home to strengthen parent-child interaction. By 2015, in collaboration with local, state and national family support organisations, Sing&Grow had provided music therapy services to over 10,000 families across Australia. This included through both funded and fee-for-service sessions facilitated by community partners.
Play Matters
In 2021, Playgroup Queensland embarked on the greatest transformation the organisation had undertaken in its five-decade history. While the core value of play in the life of a child had remained a constant, Australian society and contemporary families had changed significantly since the Playgroup Association of Queensland was established in 1973. The Association’s evolution reflected those changes with over one-third of services extending beyond the playgroup model to those including evidence-based specialist support, music therapy, and parenting support programs. In 2021, the organisation employed nearly 100 team members, including those in full-time, part-time, and casual roles, and supported over 500 volunteers.
Play is the Golden Thread—
Interview with Julia Oreopoulos
Julia Oreopoulos regards working in her role at Play Matters to be a privilege. First joining the team in 2015 as the Queensland and Northern Territory Manager of Sing&Grow, Julia’s work has evolved to that of Executive Manager – National Programs, a role that encompasses both the national delivery of Sing&Grow and Inclusion Support Programs across Queensland. A registered music therapist, Julia is passionate about the positive impact that Sing&Grow has had on thousands of families across Australia since its inception in 2001.
"Our brand change has had so many benefits; it is a brand that can really capture the depth of what we do. We have evolved so much since our roots to now deliver services that are not in a typical playgroup setting, we have music therapists and social workers ... the breadth of the services we provide in the community has expanded. At the heart of all of that is play. Play is that golden thread that connects all of what we do."