The three-year pilot, due to launch in Oxford this month, is backed by millionaire philanthropist Peter Lampl's educational charity the Sutton Trust, and could be rolled out nationally if successful.
It will be co-ordinated by Oxford-based charity Peep (Peers Early Education Partnership), which engages local parents from deprived areas. A stand at the heart of Cowley Shopping Centre will be staffed at least once a week to provide on-the-spot information and advice to parents, and signpost them to other services.
It will also be a base for activities designed to encourage parents to play with their children.
"It is taking the information and contact activity to where people are, rather than expecting them to come to where the services are provided," said Peep chief executive Peter Silva.
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