NDNA launches year-long national campaign to promote the early years sector and its workforce

Kathy Oxtoby
Wednesday, June 22, 2022

NDNA’s First Five Years Count campaign will highlight how valuable the early years sector is to the future of young children, as well as families, employers and the economy.

National Day Nurseries Association (NDNA) is launching a year-long, national campaign to raise the profile of the early years sector and its dedicated workforce.

The First Five Years Count campaign will highlight how valuable the early years sector is to the future of young children, as well as families, employers and the economy.

The campaign promotes the great work that goes on in nurseries and other early years settings, to support children’s early development.

In the midst of a recruitment and retention crisis, this campaign will ‘cement the message that early years practitioners are vital educators’, NDNA said. The campaign will encourage students, job seekers and career changers to consider building a future in this sector.

'Wonderful work of early years educators'

‘In what other job can you shape the youngest minds, and make a difference that lasts a lifetime? Children can be astronauts, Olympic athletes, chefs, dancers and explorers all in the same day; all through the wonderful work of early years educators,’ NDNA said.

The First Five Years Count campaign also aims to 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.

The campaign will be launched officially at the NDNA Conference 2022 ‘Recovery starts with early years’ on 24 June in Warwickshire.

‘Our practitioners instil wonder, curiosity and a lifelong desire to learn’

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.’

NDNA has invested significantly into creating and developing the campaign, producing toolkits for nurseries, eye-catching posters, banners and many more materials to share the messaging.

As part of NDNA’s campaign, it has developed a five-point pinwheel which signifies the first five years of a child’s life. ‘It is a fun, imaginative representation of our campaign that children can enjoy crafting and using in play. Look out for our resources and campaign materials over the coming weeks and months,’ NDNA said.

NDNA is also gathering stories and views from nurseries and their expert practitioners through photos, videos and written accounts to highlight how rewarding this career can be as well as the opportunities to progress.

The campaign is well-supported and feedback from the sector has helped to shape and develop the materials and the campaign’s key messages.  

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.





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