A Stronger Story:
Building public support for babies and young children
We need to change how we talk about babies and young children.
People already believe that babies and young children matter.
But that belief isn't translating into the sustained public attention or political action they need.
Our new research, A Stronger Story: Building public support for babies and young children, helps explain why – and what we can do differently.
Working with More in Common, we tested how different ways of talking about babies and young children shape people's attitudes and support for action.
We've turned what we learned into practical recommendations and tools for anyone communicating about babies and young children.
1
2
3
There is a belief-priority gap.
92% of people say it's important that babies and young children are safe, healthy and cared for. But only 42% identify their healthy development as a priority when choosing between issues society faces.
People understand that the earliest years matter.
91% recognise the importance of pregnancy and the first five years. Yet repeating that message alone isn't enough to create greater urgency or demand for action.
People recognise that children don’t start from the same place.
83% said improving the lives of disadvantaged babies and young children would make society stronger – but recognising those inequalities doesn't necessarily translate into support for government action to address them.
4
5
Government action can be positioned as backing parents, not replacing them.
The belief that problems in early childhood are primarily the result of parents not caring or making the ‘right’ choices can limit support for wider action. 65% say investment in babies and young children would empower parents to give their children the best start, which shows us there is a strong foundation to build on.
How we tell the story can make a difference.
Talking about children's lives today - their safety, relationships, play, time and security - can be more powerful than relying on abstract arguments about future economic or long-term benefits.
What the research shows
So what needs to change?
The research gives us practical evidence about how we can tell a stronger story.
Say "babies and young children"
rather than more abstract or technical terms.
Focus on their day-to-day lives
rather than long-term or abstract outcomes.
Share data on inequalities
while showing that change is possible, creating urgency without fatalism.
When talking about inequality, start with what every family needs
before showing how circumstances make this harder for some families.
Show how Government can back parents
rather than replace parental responsibility.
Explore the research
Want to find out more?
Join our launch webinar on 15 October
We will support organisations across the sector to use these approaches, test them in the real world and tell us what works. We will use what we learn together to strengthen these tools, share examples of good practice and build a stronger shared story for babies and young children.
Join our launch webinar on Thursday 15 October to hear more about what we found and how you can start applying the research in your work.
Explore the data
Join the movement
Sign up to receive our newsletters to stay up to date and find out how to get involved.