The government’s first television advertising campaign to drive early years recruitment will launch next month.

The campaign will run across television, cinema, video-on-demand, online video, social media, radio and outdoors from February 2024. It aims to grow the early years workforce following the extension of subsidised childcare to more children in April and September this year.

Agency Havas London, the creative and strategy lead for the Department for Education’s teacher recruitment business,  has been appointed to lead the campaign, working alongside agencies Red Havas and Inviqa.

James Fox, chief executive of Havas London, said: ‘’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.’’