Improving early communication, language and literacy development is a key priority for the government and a cornerstone of building a country that works for everyone. Some of the poorest children in the UK start school months behind their peers and the gap can grow through their school years. Children with poor vocabulary skills at age five may be up to twice as likely to be unemployed in their 30s. In July 2018, the Secretary of State for Education announced the government’s ambition to halve in ten years the proportion of children who finish reception year without the communication, language and literacy skills they need to thrive. As a result, the Department for Education is launching Hungry Little Minds – a new three-year campaign to encourage parents to engage in activities that support their child’s early learning and help set them up for school and beyond.