Our Vision Our vision is a world in which all children, regardless of income or background, have the best possible start in life. We know that a strong start will lay the foundation for better future life chances in terms of mental and physical well-being and social mobility. Best Beginnings was set up in 2006 to tackle the stark inequalities that exist across the UK: thousands of children are born with a significantly greater risk of early death, poor language development and chronic physical and mental health conditions. The impact on society is huge; the individual suffering is enormous. A baby born in Bradford is five times more likely to die before his first birthday than a baby born in Bracknell Forest. Best Beginnings aims to help break these cycles of inequality and replace them with virtuous cycles of possibility. Studies show that informed and confident parenting plays a bigger role than income or background when it comes to their children's life chances. By focusing on the "window of opportunity" between preconception and a child's third birthday, we are working to lay the foundation for physical and mental well-being and language development and give each child the best start in life. Therefore, we work collaboratively to develop and distribute quality-assured, easy-to-understand, practical, educational information and interactive tools for parents and parents-to-be. By empowering parents with knowledge and confidence, our resources actively support the transition to parenthood and the early stages of parenting. With #PowerofCollaboration, the Best Beginnings team works with individuals and organisations, including grant-giving trusts and foundations, the NHS, local authorities, and ethical corporate partners to support and promote the charity's work. In our first decade as a charity we have reached nearly three million families.