MILWAUKEE (CBS 58) -- The City of Milwaukee Office of Early Childhood Initiatives and Serve Marketing have unveiled a campaign that encourages parents to raise "sponge babies." The campaign is humorously using "sponge baby" as a term to describe a child between zero and three years old, whose brain soaks up information like a sponge.

The campaign tries to convey the importance of taking just 15 minutes a day to interact with a child by reading, singing or talking to them, which can have a huge impact on the development of their brain.

The effort also aims to lessen Milwaukee's racial performance gap and help "overall learning and kindergarten readiness" according to a press release issued by the OECI on Tuesday, May 23.

They will have posters on bus shelters and on billboards.