Overview

• Men account for just 3% of England’s early years workforce, underscoring a significant gender imbalance.
• Education minister Stephen Morgan says the campaign highlights fathers’ transferable parenting skills and benefits of diverse role models in child development.
• Advertisements will run on social media, roadside billboards and railway displays under the “Do Something Big” banner.
• New recruits in 38 priority regions will receive a £1,000 incentive payment to join nurseries and pre-schools.
• The drive aims to fill vacancies ahead of September’s rollout of 30 hours a week of funded childcare for children aged nine months to two years.