Durex - "Durex Si? "

Today, Department for Education has launched its inaugural early years campaign, to drive awareness of the careers available in the sector and inspire and recruit a new wave of early years professionals.

Devised and executed by Havas London, the nationwide recruitment campaign responds to the growing need for early year practitioners as result of the UK Government's childcare reforms, which are set to be rolled out from April 2024. The reforms will increase the number of Government funded childcare hours that families can access up to 30 hours a week, starting at nine months old, all the way up to their child starting school by September 2025.

Sitting at the heart of the multi-channel campaign is a 30s film which follows several real-life early years practitioners - championing the role like never before. The film shines a spotlight on the numerous skills of early years professionals and the important role they play in creating an educational, fun and impactful environment, where young minds can grow and develop - from helping children to plant seeds to learning to count or how to put their coat on. The film concludes with the campaign strapline ’Do something BIG, work with small children’’.

The hero film is accompanied by OOH, which encourages the public to consider their suitability for the role via attention-grabbing and playful copy, including ’Superheroes need sidekicks, that’s where you fly in’’ and "It takes skill to make learning look like child’s play’’.

The OOH introduces a distinctive and iconic new design, inspired by children's geometric shapes and featuring an upbeat pastel colour palette - capturing the vibrancy and energy of childcare environments, as well as the invaluable learning that takes place during children's formative years.

Last year, Havas London was appointed by the UK Government’s Department for Education to lead Early Years and childcare Workforces’ first recruitment campaign, as part of a three-year contract in December 2023.

Dan Cole, Executive Creative Director at Havas London said: ‘’It takes energy and dedication to bring joy and learning to these crucial early years. We wanted to champion that in the work – with director India Sleem, faithfully respecting the energy, skills and care early years practitioners bring to their role. Her vibrant fresh style gives us a beautiful glimpse into the world of early years education. Just as the iconic design and heartwarming photography captures it on the page. ‘’

Britt Iversen, Executive Head of Strategy, Havas London added: ‘’The work of Early Years Practitioners shouldn’t be underestimated – it’s a skilful and rewarding role. Our job is to show that for those who have the ability to connect with small children, a role in Early Years could be the rewarding, varied and brilliantly stimulating career they are looking for."

To deliver an integrated campaign, Havas London worked alongside Havas’ award-winning public relations agency, Havas Red, and digital product agency Inviqa.

The campaign sits across OOH, TV, VOD, Social, Radio, Cinema and Video, and is live from 2nd February.