Providers and local authorities are telling me that tens of thousands of families are asking about free early learning for their two-year-olds, yet not all families confirmed as eligible are taking the offer up straightaway. Why is this, and what can we do about it? Children are only two for a short time.
In my experience, it is because parents can think it is too soon for their child, or they don't want as many as 15 hours per week.
Sometimes they have a provider of choice, and it is full and has a waiting list.
We need to avoid using jargon and professional phrases. Phrases such as feeling happy and confident, being safe and healthy, growing well, talking and listening, making friends, having fun, playing and learning, and being ready for school, take the message home. For parents the benefits are time for themselves in order to take a rest, go to work or study.
It's also important the messages are communicated by trusted friends, family or professionals such as health visitors. So, the more they know about the programme, the better. Settings and workers have an important role to play in promoting the offer to parents, supporting access. Parents and professionals alike need to learn about the offer multiple times before the message is understood and acted upon, so don't be reluctant to sound like a broken record.
We need to ensure the process from making first enquiries about using the free offer is as pleasant, swift and easy as possible. It should not be a long and convoluted process, especially as some parents have limited access to phones and the internet.
Finally, we need to break some of the many myths around the offer. Children don't have to attend; it is still a choice. They can use up to 15 hours a week, not all their hours a week (although this is our goal), so gradually phasing in reduced hours and slowly building up to 15 can be beneficial. And the hours can be used across the year, not just limited to t
he 38 weeks of term time. Eligible two-year-olds receive their funding until the three-year-old scheme kicks in a term after their third birthday. Once the offer is made, it cannot be taken away, even if circumstances change.
Let's get the message right.
James Hempsall is director of Hempsall's @jhempsall, www.hempsalls.com.