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One of the most universal aspirations, the world over, is that all parents want the best for their child. One of the irrefutable facts, the world over, is that parenting is one of the most significant influences on early child development with life long impacts. If we are to improve the lives of the 43% of children under the age of 5 years in low and middle-income countries who are not achieving their developmental potential we need to make culturally responsive universal supports for parenting a reality. The TAD talk will issue a call to action for research to achieve this aim with 3 types of evidence – research that is a powerful tool for advocacy; research that informs the development of effective parenting support programmes; and research that tells the story of success in numbers. Together, by supporting parents, we can aim to give every child the best start to life.