Television and radio advertisements and posters in nurseries and on buses would spell out how parents should play, read, talk, praise, and feed their children every day, under the proposed drive.
Companies that make toys, children’s books and baby food would be encouraged to brand their products with an official logo under the proposed scheme, which is modelled on the successful “five-a-day” fruit and vegetables dietary campaign.
The children’s minister, Sarah Teather, warmly welcomed the proposals, which came from the think-tank, CentreForum, and promised to consider the option of a “five-a-day” campaign for child development.
The initiative would aim to overhaul society’s attitudes towards parenting in a similar way to the change in how drink-driving has been seen over the past 50 years.
Research has found that the quality of parenting and educational influences in the early months and years of a child’s life have an overwhelming influence on their later progress at school and careers.