Early Learning Matters: Why Australia needs to stand up for the first five years

As cost-of-living pressures continue, workforce shortages place pressure on services, and demand for high-quality early childhood education and care grows, one message remains clear: early learning matters.

The national Early Learning Matters campaign, led by Early Childhood Australia, is calling on educators, families, organisations and communities to champion the value of early childhood education and care (ECEC).

Through its Get Involved initiative, the campaign encourages Australians to take practical action to strengthen understanding of why the first five years matter, and why every child should have access to high-quality early learning.

The first five years of life are a critical period for children’s development.

During this time, children build the foundations for:

• early communication and language

• social and emotional wellbeing

• confidence and identity

• problem-solving and curiosity

• future learning and participation.

Yet despite the evidence, early childhood education is still not always understood by the broader community as education.

Too often, the work of educators is reduced to care alone, rather than recognised as skilled, intentional and deeply important work that supports children, families and communities.

The Early Learning Matters campaign aims to shift that understanding.

The campaign encourages individuals, services and organisations to help raise awareness of the importance of early learning.

One of the most powerful ways to do this is by sharing real stories from early childhood settings, moments that show children learning, connecting, exploring and growing.

These stories help families, communities and decision-makers see that early learning is not babysitting. It is the foundation of lifelong learning.

The campaign also encourages services and communities to engage with local Members of Parliament, invite decision-makers into early learning settings and share evidence about the impact of quality ECEC.

By opening their doors and sharing their work, services can help build a stronger public understanding of what quality early learning looks like in practice.

Early Childhood Australia provides campaign resources including posters, social media materials, videos and information sheets that services can use to promote the message within their communities.

These resources can support:

• family engagement

• educator advocacy

• community events

• open days

• social media activity

• conversations with local leaders.

For busy services, these tools provide a practical way to participate without having to create materials from scratch.

The ECEC sector is operating in a complex environment.

Services are managing workforce shortages, rising operational costs, increased regulatory expectations and ongoing challenges around access and affordability.

At the same time, the work being undertaken by educators and teachers has never been more important.

Advocacy matters because public understanding influences policy, funding and recognition.

The Early Learning Matters campaign gives the sector a shared message and a national platform to highlight the role early childhood education plays in Australia’s future.

ECEC services can support the campaign by:

• sharing children’s learning stories with families

• displaying campaign resources

• inviting local MPs or community leaders to visit

• recognising the work of educators and teachers

• using social media to highlight early learning

• partnering with schools and community organisations.

These actions may seem simple, but together they help strengthen community understanding and reinforce the value of early childhood education.

Early learning shapes futures.

It supports confident learners, strengthens families and contributes to more connected communities.

The Early Learning Matters campaign is a reminder that advocacy is not only about policy. It is about helping Australia see the value of what happens in early childhood settings every day.

By getting involved, the sector can help ensure early learning receives the recognition, investment and respect it deserves.