Do something big, work with small children

Director India Sleem directs the Department for Education's inaugural early years campaign, driving awareness of the careers available in the sector and to inspire and recruit a new wave of early years professionals.

Produced by Somesuch and created with Havas London, the nationwide recruitment campaign responds to the growing need for early-year practitioners as result of the UK Government's childcare reforms, which are set to be rolled out from April 2024.

Sitting at the heart of the multi-channel campaign is Sleem’s 30s film, which follows several real-life early years practitioners. Responding to the growing need for early-year practitioners, the film shines a spotlight on the numerous skills of the practitioners and the important role they play in creating an educational, fun and impactful environment, where young minds can grow and develop, from helping children to plant seeds to learning to count or how to put their coat on. The film concludes with the campaign strapline ‘Do something BIG, work with small children’

Dan Cole, executive creative director at Havas London said, “It takes energy and dedication to bring joy and learning to these crucial early years. We wanted to champion that in the work, with director India Sleem, faithfully respecting the energy, skills and care early years practitioners bring to their role. Her vibrant fresh style gives us a beautiful glimpse into the world of early years education. Just as the iconic design and heartwarming photography capture it on the page.”

Director and photographer India Sleem’s work focuses on telling human stories while capturing the delicate nuances of everyday life and characters with a cinematic style and distinct palettes. She often shines a light on the diversity of culture. Through her endless curiosity and soothing demeanour, she forms genuine bonds with her subjects, and her ability to capture raw and honest moments translates to emotive and dynamic filmmaking.