Actor and comedian Matt Lucas is throwing a ‘Tantrum’ to protest global leaders’ failure to support early education and care.

The former Great British Bake Off presenter is the first of several celebrities to appear in a short film for the Global Tantrum initiative, part of charity Theirworld’s Act for Early Years campaign. In the film Lucas adopts the tactics of an angry toddler by crawling on his hands and knees, barking orders, throwing around furniture and screaming: “I am NOT having a tantrum.”

Theirworld aims to highlight how leaders are letting down the world’s youngest children by failing to invest in crucial childcare and education.

“Early years support is so important for a children’s life chances and it’s a tragedy that millions go without the quality care and early learning they need,” said Lucas.

Theirworld is encouraging people to share the video on social media. Children under eight are also encouraged to submit Tantrum posters, which the charity aims to deliver to the United Nations General Assembly in New York in September.

 “The first few years of a child’s life are vital. It’s when 90% of their brain develops – but it’s also when inequality sets in through lack of quality care and early learning for all children,” said Theirworld chair Sarah Brown, wife of former Prime Minister Gordon Brown.

She added: “Today the youngest children around the world are not being heard by world leaders, so we are taking on the tactics of the toddler and organising a Global Tantrum as a way of getting heard! It’s a fun campaign but on a serious issue. We need a global revolution in early years provision to ensure that all children get the best start in life.”