Campaign aims to boost male role models in nurseries

The latest phase of the government's “Do Something Big” campaign aims to encourage more men to join the early years workforce, highlighting how children thrive when they see both men and women in caring, nurturing roles from the very start of their education. 

This follows research which shows that nine in 10 parents believe it’s important for children to be cared for by both men and women, and many believe this helps children develop mutual respect and more balanced views of gender roles.

However, just 3% of the early years workforce are currently men.

To help change this, the government is offering £1,000 payments to new early years staff in 38 priority areas, supporting nurseries to recruit in time for the September expansion of 30 funded childcare hours for children from 9 months old.

Minister for Early Education, Stephen Morgan, said: "Children thrive when they’re supported by a diverse mix of role models – and that starts in the early years.

"With big changes coming in September, we’re backing nurseries to recruit the staff they need and encouraging more men to consider this rewarding career.

"Through our Plan for Change, we’re making early years careers more appealing – and reminding dads that if you’ve helped your own child learn and grow, you’ve already got the skills to make a difference to many more.

"From today, new Do Something Big content will be bursting onto screens and social feeds across the nation."

The adverts show that dads in particular will already have the skills to succeed in early years roles through the play and learning they have done with their own children. They will run across digital display and social media platforms, as well as posters on roadside billboards and the rail network, ensuring the campaign reaches men across the country.