Birth to Five Helpline Awareness Week, Sept. 28-Oct. 3, 2026
New National Survey Confirms What Birth to Five Helpline Specialists Have Known for Years:
No Two Parenting Journeys Look Alike
Southwest Human Development, Arizona’s largest nonprofit dedicated to early childhood development, will celebrate the sixth annual Birth to Five Helpline Awareness Week Sept. 28-Oct. 3, 2026, spotlighting Arizona’s only helpline dedicated exclusively to parents of babies, toddlers and preschoolers, staffed entirely by early childhood professionals.
This year’s observance lands alongside the 2026 National Parent Survey, the largest study of its kind, fielded by New America’s New Practice Lab among more than 5,400 parents of children under 6 nationwide. The information confirms what Helpline specialists have learned firsthand: Families share common hopes, but no two parenting journeys look exactly alike.
Parents agree on what matters most
The survey found 72% of parents want more quality time with their children, a desire that holds steady across income, geography and background — and sits at the center of nearly every Helpline call, whether a parent is asking about sleep, feeding, behavior or a new family dynamic.
“Every parent wants the same basic things for their family — more time together, less stress, a chance for their kids to thrive,” said Maria Lopez, Birth to Five Helpline Program Manager. “Parents are looking for understanding, support, and a partner who truly appreciates the challenges they face.”
Every family’s needs are different
No single work schedule, childcare arrangement or leave setup fits most families, the survey found — no option was chosen by more than 46% of parents. Helpline specialists see that variety daily, and take time to understand each family’s culture, resources and goals before helping them find a strategy that fits their life.
The averages don’t tell the whole story
Nearly four in 10 parents (39%) reported struggling to meet basic needs at least sometimes this year — a figure that climbs to 66% among the lowest-income parents. Whether it’s a first-time parent, a grandparent raising a grandchild, or a Spanish-speaking family new to local resources, the Helpline meets people where they are.
Parents are resilient and hopeful
Just 11% of parents called parenting extremely challenging, the survey found, and their hopes for their children center on happiness, not simply success. Families don’t call the Helpline because they’ve given up, but they call because they care and want to do right by their kids.
“This data confirms what we’ve built the Helpline to do,” said Jake Adams, Chief Development Officer at Southwest Human Development. “There is no average family, so we don’t offer average guidance. That’s what Birth to Five Helpline Awareness Week is really about, making sure every family in Arizona knows this kind of support exists, free of charge, whenever they need it.”
The Birth to Five Helpline is a free resource for Arizona families, operating Monday through Friday, 8 a.m. to 8 p.m. Parents can call or text (877) 705-KIDS (5437) or visit birthtofivehelpline.org for personalized support with feeding, sleep, developmental milestones and challenging behaviors. The Helpline app is also available on the App Store and Google Play. During Awareness Week, promotional materials in English and Spanish are available to community organizations by emailing community@swhd.org.
About Southwest Human Development
Southwest Human Development is Arizona’s largest nonprofit dedicated to early childhood development, serving children and families through programs in health, education and family support. www.swhdaz.org