At present, only two per cent of practitioners working at the Co-operative Childcare’s 50 settings are male.
However, through their ‘Real men work in childcare’ campaign they hope to be able to increase their number of male practitioners to at least two per setting, the equivalent of ten per cent of their workforce.
The idea behind the campaign, being launched in schools, colleges and job centres, is to shift perceptions that working with children is a job for women. It is being headed by four male animated characters that work in stereotypical male occupations - building, driving and tree surgery, who star in an online video (see below).
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