The Department for Education has launched a new £6.5 million recruitment campaign for early years workers, as it seeks to expand free childcare.
The ‘Do Something Big’ campaign will run across TV, cinema, online, radio, and OOH from today (2 February), with the aim of encouraging more people to begin a career in childcare.
It will spotlight childcare career routes and progression opportunities which offer on-the-job training and flexible hours.
The rollout will be accompanied by a trial of a £1,000 sign-on bonus for childcare workers in 20 local authorities across the UK. The government says it anticipates the scheme to help working parents using the full 30-hour entitlements to save up to £6,500 a year.
Last year the Chancellor Jeremy Hunt said he would expand childcare support from 25 hours to 30 hours a week, to help working parents. However, the plan has been criticised as many nurseries have had to close due to a recruitment crisis.
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“Parents shouldn’t have to choose between a career and a family and our expanded childcare offer is going to make sure of that. From April, hundreds of thousands of parents of two year olds will get 15 funded hours,” said education secretary Gillian Keegan.
She added: “This is good for families and good for the wider economy — ultimately putting more money in parents’ pockets at the end of the month.”
“The fantastic nurseries, childminders and professionals across the childcare sector are central to the success of this rollout and our new recruitment campaign will support them in continuing to deliver the flexible and high-quality childcare parents need.”
In December, Havas London was awarded the contract to lead the Department for Education’s Early Years Taskforce recruitment campaign.
Last month, the Department for Education unveiled a series of captivating new films designed by M&C Saatchi , tapping in to the need to support young people in their career development.
