At first sight, the idea of sponsoring the nation’s search for its favourite childhood nursery rhyme would seem to have little in common with the hi-tech world of telecommunications. Yet, when Openreach was offered the chance to become involved with just such a search, we jumped at the chance – and for good reason.

Launched by Dancing on Ice star Suzanne Shaw, the campaign was organised by I CAN, the children’s communication charity. I CAN recognises that young children who are supported to build strong communication skills are better equipped to learn and socialise when they reach school age. That’s why Openreach chose to sponsor I CAN activities, and why it has been actively involved with the charity for the last two years.

In the online Rhyme Stars campaign, the public were invited to vote for their favourite rhyme. The aim was to amass 50,000 votes, which would trigger a £50,000 donation from Openreach.

“As well as making a donation to an extremely worthwhile cause, it was also about positive awareness and building trust in Openreach in the community,” commented Openreach customer communications manager Caroline Hughes. “The publicity gained from our involvement went a long way towards supporting the Openreach awareness campaign.”

The resulting coverage included an interview with Suzanne Shaw announcing the Rhyme Star results on Five News; a news piece on the campaign results in The Sun; news stories announcing Scotland’s favourite nursery rhyme in the Scottish Sun, Daily Record and Metro Scotland; and an interview with I CAN chief executive Virginia Beardshaw on Northern Ireland’s Citybeat FM.

Further publicity was expected in media ranging from The Times to provincial newspapers around the country as the results were announced.

The results differed according to where people lived. In the East Midlands, the vote was for the little-known “A Chubby Little Snowman”, those in the North West preferred the classic “Three, Six, Nine, The Goose Drank Wine”, while the Scottish vote was for a barmy incantation called “Oh Ye Cannae Shove Yer Granny Off a Bus.”

Overall, however, taking the whole UK into account, the top favourite was also one of the oldest, as “Twinkle Twinkle Little Star” was voted number one, with “This Little Piggy” and “Baa Baa Black Sheep” in second and third places respectively.

As the final votes came in, I CAN’s Virginia Beardshaw said: “The search for the nation’s favourite nursery rhyme has been a fantastic and fun way to highlight how important these songs are in helping to develop children’s speech, language and communication. Communication is the 21st century life skill, the bedrock for all children’s future learning and literacy. It is the foundation for social and emotional development, and with the support of Openreach and the public, we are helping to build a future generation of excellent communicators.”

Dawn James, director of communications at Openreach, added: “The ability to communicate effectively is a crucial life skill, and Openreach is proud to support I CAN’s work in encouraging language and communication skills among young people.”

Continuing its support of I CAN, Openreach is also strongly involved with the charity’s Chatterbox Challenge, an annual sponsored sing-along event hosted across the country in homes, playgroups, Early Learning Centres and nurseries. This year, 30 Openreach employees also signed up as hosts. The publicity campaign for the event earlier this year generated more than 27 million opportunities to see, hear and read about it. Coverage included mentions on the top five parenting websites, extensive regional coverage, editorial in parenting magazines and the child minding press as well as radio promotions.

“Working together, I CAN and Openreach have had an enormous impact on the lives of thousands of children and their families,” said I CAN’s Tim Brindle. “The partnership has also raised the profile of the issue through the Make Chatter Matter campaign, and increased awareness of both I CAN and Openreach among our core target groups.”

This year’s Chatterbox Challenge event took place in February and, so far, more than £112,000 has been raised by children participating, making this the most successful Chatterbox Challenge ever.