While it may be easy to convince ourselves those kids will catch up eventually, that isn’t always true. Research shows language, speech and communication difficulties can impact education, employment, mental wellbeing and social outcomes in later life.

Language can seem like just another developmental milestone but the Ministry of Education touts oral language as the foundation of literacy and learning: “Reading and writing float on a sea of talk”.

Before children can read, they must learn to listen and speak. Before they can write, they need words to express what is inside their minds.

Yet for all the concern, part of the solution is surprisingly simple and free.

It starts with conversation.

Research has shown that children need to hear language connected to real-world experiences as part of their development.

Parents and caregivers are encouraged to talk more with their kids, allowing them the time to respond, with speech-language specialists saying this can lead to significant improvements in communication skills.

That is the message of the Northland campaign: talk to children, not at them. Take the time for genuine interaction.

Yet at times it can feel as though modern life is working against that goal. Every day we are surrounded by distractions - our phones, social media, work emails pinging, TV shows we’ve been waiting eagerly to stream, long commutes home, the list goes on.

Technology has brought enormous benefits, but there is growing concern that excessive screen use is crowding out the conversations children need to develop language and communication skills.

University of Auckland researchers reported that young people in New Zealand were among the world’s highest users of digital devices, with OECD data showing about 42 hours of screen use per week among them. Just this month, the country’s first dedicated service for cellphone and screen addiction was being launched.

It is important to note researchers are careful not to blame technology but do speak of problematic smartphone or social media use or screen dependence.

With that in mind, finding time for meaningful conversation is not always easy but it’s important to prioritise.

Schools have an essential role to play in children’s education. But some of the most important conversations in a child’s development may never happen inside a classroom. They happen around the dinner table, during a walk, on the drive home or while reading a favourite book together.