The advert in The Times newspaper ran with with the headline, 'An open letter to all parents and carers with young children', on 5 December.
More than 360 childcare providers including standalone nurseries, nursery groups, childminders and pre-schools donated money to pay for the advert. Individual donations ranged from £25 to £100 plus.
In the advert (see below), the group of providers urge parents to be cautious about political parties’ extended childcare offers when voting in Thursday’s general election.
Behind the advert is Tom Shea, director of Child First nurseries, who also runs early years resource company Fafunia; Jo Morris-Golds, owner of Playsteps Day Nursery and spokesperson for Champagne Nurseries on Lemonade Funding (CNLF); Tina Knight, owner of Wells House Kindergarten and co-founder of Kidunk children’s clothing, and the founder and CEO of Kids Allowed nursery group Jennie Johnson.
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