DfE's Mock Apology Post To Parents Seriously Misread The Room |
A Department for Education social media statement went viral, but not in a good way.
The Department published a mock ‘apology’ celebrating the impact of its Breakfast Club initiative.
Unfortunately, instead of sounding human or witty, it read as self-congratulatory and oddly patronising – and within hours, was circulating widely as an example of political comms gone wrong.
As CEO of nanny company Koru Kids, I watched this with dismay for several reasons.
I was saddened because the policy itself is well-evidenced and successful. Breakfast clubs are essential childcare infrastructure, and it’s great that they’ve served over 2.6 million meals. That’s something to celebrate.
But the botched announcement also revealed something deeper about trust, empathy and the currently fragile relationship between families and the state.
One jarring aspect of the statement was its self-congratulatory tone. The government seemed to be taking credit for outcomes actually delivered by exhausted frontline workers.
Breakfast clubs have run because kitchen staff show up at dawn. Childcare works because early years educators absorb the strain every day. Attendance has improved because........