Image makeover to alert parents to professionalism

Childminders in North Devon fed up with their outdated 'mumsy' image have launched a PR campaign to inform local parents about their high levels of training, skills and professionalism. Members of the North Devon branch of the Devon Childminding Association Network, one of the National Childminding Association's quality assured Children Come First schemes, plan to change the perception of childminders as 'poorly qualified women who leave children in front of a TV and only take them for the odd walk in the park'. They are also hoping the campaign will attract a fresh crop of childcarers to the profession.