New campaign helps Latinos access child care

Fostering the holistic development and care of Latino families in Southern California and Los Angeles County is what the new Creciendo Juntos campaign looks to inspire. The campaign, launched earlier this month by the Mexican American Opportunity Foundation (MAOF), provides affordable, high-quality early childhood education to families in a city where child care is scarce. 

Jazmín Sarkisyan, director of programs for MAOF, said the campaign was inspired by the community’s constant need for child care or child care resources. She said the first wave of funding for Creciendo Juntos came during COVID-19. “We received funds to support the families that needed child care services urgently, especially for those parents working during the pandemic, in the medical field, having to teach, in restaurants or things like that,” she said. 

Parents who sign up for Creciendo Juntos are connected to free or low-cost early childhood education programs for children and can be eligible for full child care coverage in the settings that the parents or guardians choose. Sarkisyan explained that the program helps parents with funds to pay for child care that they feel most comfortable with, whether that is in a child care facility, day care center, T-K school, or even alternative child care. 

“That means parents have the right to select a family friend or neighbor, somebody who does not have a license, to care for their children because, for many parents, that's who they feel most comfortable with. Maybe grandma has been watching the child and you want the child to continue to be watched by grandma. We can potentially help pay the grandparent or anyone else, as long as the person is over the age of 18 and has the legal right to work in the United States, parents can select them as a provider, said Sarkisyan.

In Latino families, alternative child care is often provided by family members, neighbors or other loved ones. In 2023, the Bipartisan Policy Center further analyzed the practice known as “familism,” which conveys the idea that Latino parents prefer for relatives to provide care because of cultural values, and found out that trust is the most important factor when selecting a child care provider, followed by safety/cleanliness. The study also showed that 58% of all surveyed Latino parents and 65% of those relying on a formal child care arrangement believe it is essential or important but not critical for their child care provider to incorporate Latino cultural practices, traditions or values in their care.

The launch will mark the beginning of this program in designated areas of Los Angeles County, including Bell Gardens, Huntington Park, Maywood, Montebello and Pico Rivera, communities that have been classified as child care deserts by the Center for American Progress (CAP).

As CALÒ NEWS previously reported, CAP data shows that childcare deserts in these areas correlate and are closely linked to the racial and economic hardships of these regions. In communities such as South Central L.A., Huntington Park, South Gate and Bell Garden, where child care supply is classified as “scarce,” poverty levels are also high, in comparison to neighborhoods like West Hollywood, Santa Monica, Beverly Hills and Culver City, where poverty levels are low and child care supply is “adequate.” 

Sarkisyan also agrees that these are neighborhoods and communities where low-income families struggle to stay afloat, as child care is a necessity that they often do not have money for.

“A basic child care average can be more than $1,000 a month. That's almost the same cost you would be paying for rent. Most of our families are earning less than,” she said.

Since it was established in 1963, the MAOF has been a leading nonprofit organization dedicated to providing socio-economic betterment for the Latino community in California. Through programs in early childhood education and family services, job training and senior lifestyle development, MAOF has worked to preserve the cultural heritage of Latinos and immigrants. 

Dr. Ciriaco “Cid” Pinedo, president and CEO of MAOF, said she is proud of the Creciendo Juntos campaign, as it will bring socioeconomic betterment to many Latinos, as many of them opt out of jobs because they cannot afford childcare.  

“We know early education is a determining factor and a consistent indicator for children’s lifelong success,” said Pinedo. “And yet, finding a high-quality early education program that is also affordable is a major challenge in California. In 2020, our state ranked as the least affordable for these services. Because California parents know their value, Creciendo Juntos gives them a leg up.”

Apart from helping families pay for child care, Creciendo Juntos also has funds to help people interested in jump-starting their own child care business or center from home. 

“We also have some funding to help offset some of the costs of starting a day care [business]. For example, you may have to pay upfront the cost of becoming a first-aid, CPR-certified child caregiver, we will reimburse you for those costs. In addition to that, we also provide coverage for any additional training or certification you may need. We also have a toy lending library, so we can provide those interested with actual bedding, sometimes cribs or other infant care necessities.”

Anyone in  L.A. County is encouraged to enter and sign up for the incentives provided by the campaign. “We encourage people to sign up. The funds are here for them and we do not want people to feel discouraged and instead take advantage of this initiative,” Sarkisyan said.

Registration is now available on the Creciendo Juntos website at: https://maof.org/creciendojuntos.