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Learning Histories
Forming An Identity Early on, and throughout the growth of the B.A.B.E. program, education played an important role in the identity of the program, for family customers, and also for the community at-large. Families earn coupons by participating in activities that encourage learning, and healthy behavior, but they also receive education in the B.A.B.E. stores. One of the only programs in the area to teach car seat safety, B.A.B.E. customers get a one-on-one training about use and safety before they leave with their car seat. Other items available at B.A.B.E. stores come with appropriate education: crib buyers learn about set-up and use, and how to keep a young baby on its back while sleeping; walker and stroller customers learn how to keep their children comfortable, secure, and in safe areas while they are restrained. Judy Decker, program coordinator, recognizes the difficulties a shopper at any kind of store might encounter when faced with complex instruction manuals, language, or education barriers. Yet children's safety depends on equipment restraints and other parts that must work and be used properly. B.A.B.E. customers are always made aware of these concerns and shown practices to minimize them with every purchase. In the summer of 1999, the B.A.B.E. program anticipates the opening of a fourth store that will have more space and resources than existing stores to offer even more educational services. "We really do offer a lot of training and education that our customers aren't going to get anywhere else," said Judy, "And that's what our program is all about." This education extends to the larger community as well, as B.A.B.E. presentations and awareness events add to the program's visibility and local support. Over 100 people came to a walker trade-in, where they exchanged wheeled walkers of their own for safer, stationary exersaucers. Working with a radio station, B.A.B.E. offered a car seat use and safety promotion that drew in families who had children without seats to come in and pick them up for free. Community partners themselves initiate visibility and support as a result. While B.A.B.E. dispensed car seats and walkers at these events, they also received contributions. In fact, a downtown lawyer who saw the event taking place, offered to contribute 30 stationary walkers as the program ran out of supplies. Community, B.A.B.E. customers, and the program itself, all take the initiative in ensuring B.A.B.E.'s success. Most recently, a local restaurant raised over $2,000 for B.A.B.E. through donating a portion of all its gift certificate sales. B.A.B.E.'s largest event is the program's annual fundraiser, a diapering duel in the fall that brings in hundreds of supporters to cheer on community leaders as they race to see who can diaper a baby doll fastest. Competitors must maintain a bond with their "child" at all times during the diapering, and fans buy tickets to watch such talents. Past competitors have included a police lieutenant, bank president, and other prominent community members with hidden diapering skills. Last year's event brought in 300 people and $15,000, money which is used primarily to stock the stores. Perhaps the most critical component of B.A.B.E.'s identity however, has been a relentless commitment to making the program locations "real stores." Judy Decker described the outcome: "When our customers come to a B.A.B.E. store, we want them to feel like they are shopping in a first class baby store. The stores are nicely decorated and we offer quality customer service." A trip to any B.A.B.E. store confirms it. Decorated with children's wallpaper, framed baby pictures and stuffed animals, they are cozy and attractive. All clothes are hung and tagged, and additional merchandised is displayed on uniform shelving level with customers. Bea Maefield, program assistant, keeps the stores well stocked while assisting customers. New pastel baby blankets, crocheted and donated by a volunteer, are lined up with other items, and carefully handmade outfits contributed by a sewing club every year, are among just some of the clothes to be found there. "We look like a store, we operate like a store...We want [customers] to feel that when they come into the store they've earned this coupon - it's money to them," said Judy, "We act like clerks, we don't act like social workers...We're privileged to have them come and shop at our store. And the relationship that we acquire from treating them that way helps build their self-esteem, and make them feel like this isn't a give-away." And it's not, as customers are quick to point out. |
