NDNA launches campaign to raise the profile of the early years sector

This article has been brought to you by Slough Borough Council's Childcare and Workforce Lead, Children and Families, Clare Thompson, for the attention of Early Years staff in schools, private, voluntary and independent settings and childminder settings.

A campaign to promote the sector and its dedicated workforce is being launched by the National Day Nurseries Association (NDNA).



Nursery World article


NDNA's campaign aims is to encourage students and job seekers to consider a career in the early years

NDNA's campaign aims is to encourage students and job seekers to consider a career in the early years

The First Five Years Count campaign will be launched at the NDNA’s annual conference on Friday (24 June) to highlight how valuable the sector is to families, employers and the economy, as well as the future of young children.

The year-long campaign will promote all the great work that goes on in nurseries and other early years settings to support children’s early development.

One of its aims is to encourage students, job seekers and career changers to consider a career in the early years, as the sector continues to experience a recruitment and retention crisis.

It is also hoped the campaign will increase parental understanding of the learning and development that takes place in children’s early years, highlighting the professionalism and value added by the early years workforce.

'We really want to go the extra mile to shout about how utterly brilliant our practitioners are.'

Purnima Tanuku, chief executive of NDNA, said, ‘We are extremely proud to be launching our exciting and much needed campaign that really puts early years and the professionals in the workforce on a par with schools as being crucial for children’s development and education.

‘We really want to go the extra mile to shout about how utterly brilliant our early years practitioners and teachers are. They have endured two very difficult years, but have been crucial in supporting and educating our youngest children through this ongoing recovery period.

‘Research has shown just how much children have missed out on as a result of the pandemic. Early years staff have given them so much support, love and care to help them settle into nursery again and to aid their recovery after months of isolation. 

‘Our practitioners instil wonder, curiosity and a lifelong desire to learn which is so important for all children to thrive and reach their full potential. They offer them learning opportunities which open up a world of possibilities.

‘This is a campaign to promote the sector, by the sector. We really hope it will hit home and influence families, policy makers and anyone considering a career in early years. This is the most important time for our youngest children, and shaping their lives is the best job in the world.’

As part of the campaign, the NDNA has produced toolkits for nurseries, posters, banners and other resources to promote the message, including a five-point pinwheel which signifies the first five years of a child’s life.

It is also gathering stories and views from nurseries and practitioners through photos, videos and written accounts to highlight how rewarding a career in the sector can be as well as the opportunities to progress.

To sign up as a campaign supporter, use the campaign supporter logo on your website and find our more here

Anyone wanting to share NDNA’s message can use the hashtag #FirstFiveYearsCount on social media and tag NDNA.