Department for Education appoints Havas London to lead first-campaign for the Early Years and Childcare work force

The Early Years and Childcare work force sits under Department for Education, who are responsible for children’s services and education, including early years, schools, higher and further education policy, apprenticeships and wider skills in England.

Havas London has been appointed by the UK Government’s Department for Education to lead Early Years and Childcare work forces’ first recruitment campaign. Following a competitive pitch. 

The pitch was carried out by Crown Commercial Services Campaign Solutions in September of this year and saw Havas London score over 90% overall - reflecting their creative and strategic prowess, and expertise within the Government sector.  

The new contract builds on Havas London’s existing remit as creative and strategy lead for Department for Education’s teacher recruitment business, which was retained in 2022 following the Government’s compulsory roster process, that requires agencies to re-pitch every four years.

As part of the UK Government's large-scale childcare reforms, from 2024, existing subsidised childcare will be extended to more families. To anticipate the growing need for early-year practitioners as result of these reforms, Havas London has been tasked with creatively devising and executing a recruitment campaign for the Early Years and Childcare work force, as part of a three-year contract. 

Taking an integrated approach, Havas London will work alongside Red Havas and Inviqa to build every element of the campaign from the ground up.

James Fox, CEO Havas London commented: ‘’As a parent, I understand the important role early years practitioners play in the care and development of children. I’m extremely proud that Havas London has been appointed this contract, which will see them build a purposeful campaign that will drive recruitment for this profession and support the important role-out of childcare reforms - which will no doubt, help parents up and down the country.’’  

The campaign will be live across TV, Cinema, VOD, OLV, Social, OOH and Radio from February 2024.