Focusing solely on the most disadvantaged will not reduce health inequalities sufficiently. To reduce the steepness of the social gradient in health, actions must be universal, but with a scale and intensity that is proportionate to the level of disadvantage. We call this proportionate universalism.
Families of all backgrounds will have the knowledge and agency to look after their physical and mental health and to maximise their children’s development and wellbeing from pre-conception to the child’s 5th birthday.
Work collaboratively with families and stakeholders across the sector, to develop and deploy engaging, accessible, clinically-assured, evidence-based digital content that will provide information and support on psychosocial and physical health matters for all families with children up to the age of five years.