Nursery campaign seeks to smash gender stereotypes

‘The Real Men Work In Childcare’ campaign aims to change gender stereotypes regarding males in the industry, seeking to employ at least one male worker in every Co-operative nursery.

The idea responds to research showing negative perceptions that still remain about men, deterring them from considering the profession.

Co-operative Childcare general group manager Mike Abbot said children benefit from having a male role model in their early years.

“Gender stereotypes in childcare are holding some men back from what could be the perfect career path for them where they can positively influence our next generation,” he said.

“Children need to be around both male and female adults to develop their core skills, become well-rounded young people and continue to flourish.”

Nationally, women dominate the early years workforce, with men making up only two per cent of childcare practitioners.

“We are determined to make a marked difference to the male-to-female ratio in our nurseries by leading the way in challenging these preconceptions that are damaging the industry and championing that ‘real men’ really do work in childcare,” Abbot said.

The chain, which has 50 nurseries nationwide, will partner with job centres, recruitment agencies and schools to educate them on the issue.

The campaign includes an animation featuring four male characters in stereotypically “manly” jobs – a builder, driver, retail assistant and tree surgeon – keen to better use their skills in a nursery to help develop young people.

They are designed to dispel the perceived barriers to men working in the childcare sector.

Purnima Tanuku, chief executive of the National Day Nurseries Association, gave her backing to the campaign.

“It is really important to encourage more male workers into childcare,” she said. “Children need different role models and the childcare sector needs to be in step with the rest of the care sector by having both female and male carers.”

“Parents need to be part of the discussion on how important it is for children to have both male and female role models and be assured the right balance of measures for child protection and safety are being implemented.”