Government Campaign with Peppa Pig to Reach Parents with Early Years Advice

28 January 2026 // News

Skwigly

Animation Magazine

A landmark campaign from the Department for Education, the Department of Health and Social Care, and Hasbro is bringing government and NHS-approved early years advice to parents through Best Start in Life, the government’s online hub for families.

The collaboration sees the UK Government team up with the much-loved Pig family, who star in bespoke animations available on the Muddy Puddle Parenting YouTube channel (Peppa Pig’s official channel for parents).

In the animations, Mummy and Daddy Pig explore common questions and challenges of being a parent – from infant feeding to early learning and preparing for school – while guiding families to visit BestStartinLife.gov.uk for trusted advice. There, they can also find details of local Best Start Family Hubs offering in-person support.

The latest in the animated series – created by production company Pink Static – launches today on Muddy Puddle Parenting. The video guest-stars early childhood development expert Professor Sam Wass of the University of East London, featuring live-action scenes filmed at the University’s Institute for the Science of Early Years and Youth. In the episode, Mummy and Daddy Pig struggle to soothe a crying baby Evie, and call on Professor Wass for expert advice and reassurance.

Through our Plan for Change, we want to support families to get a record share of children school-ready by the age of five. Peppa Pig has been part of family life for a generation. When parents are already turning to her world for comfort, routine and reassurance, it makes sense to meet them there.

This campaign uses familiar characters to guide parents towards trusted, NHS-approved advice, whether they’re navigating sleep, feeding or early learning milestones, through Best Start in Life and local Best Start Family Hubs. By making support easier to find and easier to trust, we’re helping parents give every child the best start in life, wherever they grow up.

Olivia Bailey, Minister for Early Education

A new advertising campaign also launched on Monday 26 January on ITVX video-on-demand, featuring the first ‘Parent Coaster’ animation created exclusively for the campaign. Peppa Pig’s large presence across retail and attractions will also be harnessed by the campaign by placing Best Start in Life resources directly into parents’ hands – through eye catching leaflets in Peppa Pig stores and at Peppa Pig World in Paultons Park.

Parents play a vital role in shaping their child’s development during the early years. Simple, everyday interactions – like bonding, chatting, and playing – can make a big difference, helping children build the skills and confidence they need to start school ready to learn. To support parents, it’s essential that trusted information and professional advice are easy to access, both online and within local communities.

Professor Sam Wass, Director of the Institute for the Science of Early Years

Since launching in October 2025, Best Start in Life has made a significant impact with its debut campaign film, The Story of You, scripted by children’s author Camilla Reid and starring famous parents. Now a mum of three, Mummy Pig appeared alongside Oti Mabuse and Billie Shepherd, – achieving more than 500,000 views across social channels to date.

The Peppa Pig family continues to represent real-world family life and all of its joys and struggles, resonating with parents and preschoolers everywhere. With characters that reflect the campaign’s target audience, this campaign demonstrates how much storytelling and trusted characters can do to support parents with information that really matters.

Esra Cafer, Global Franchise Strategy & Management, Preschool & Fashion at Hasbro

Find out more at BestStartinLife.gov.uk