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Cameron in 'family friendly' push Cameron in 'family friendly' push
(20 minutes later)
David Cameron has vowed to protect children from "ruthless marketers and shameless retailers" in a speech to the Tory spring forum in Gateshead.David Cameron has vowed to protect children from "ruthless marketers and shameless retailers" in a speech to the Tory spring forum in Gateshead.
Setting out his vision for a family friendly Britain, Mr Cameron pledged to double the number of health visitors.Setting out his vision for a family friendly Britain, Mr Cameron pledged to double the number of health visitors.
But he said being family friendly was not just about tax and benefits - it was also about the "small things".But he said being family friendly was not just about tax and benefits - it was also about the "small things".
Mr Cameron is pushing family policies in a bid to reverse a shrinking opinion poll lead over Labour.Mr Cameron is pushing family policies in a bid to reverse a shrinking opinion poll lead over Labour.
He said some politicians on the right had "got families wrong" in the past, by suggesting "that the only thing that matters is family structure" and the government's only role was to "get out of the way".He said some politicians on the right had "got families wrong" in the past, by suggesting "that the only thing that matters is family structure" and the government's only role was to "get out of the way".
Sometimes government had to take a lead, Mr Cameron was due to argue, telling Tory party members: Parents want to know that the freedoms they give their children won't be exploited by ruthless marketers and shameless retailers. "So making Britain more family-friendly means saying yes, we will raise the tax on alcoholic drinks aimed at children and we'll give local communities the power to force the police to take away the licences of the bad retailers who sell it to them. Bad retailers
Sometimes government had to take a lead, Mr Cameron was due to argue, telling Tory party members: Parents want to know that the freedoms they give their children won't be exploited by ruthless marketers and shameless retailers.
"So making Britain more family-friendly means saying yes, we will raise the tax on alcoholic drinks aimed at children and we'll give local communities the power to force the police to take away the licences of the bad retailers who sell it to them.
"And making Britain more family-friendly means demanding that TV producers, magazine editors, music companies, book publishers - all media businesses accept that what they do really matters to our society."And making Britain more family-friendly means demanding that TV producers, magazine editors, music companies, book publishers - all media businesses accept that what they do really matters to our society.
"Too often, their programmes, articles, music videos and books introduce our children to sex and violence and adult emotional dilemmas at an incredibly early age. It's not right and parents want you to stop it.""Too often, their programmes, articles, music videos and books introduce our children to sex and violence and adult emotional dilemmas at an incredibly early age. It's not right and parents want you to stop it."
Mr Cameron was also due to pledge to create a "universal health visiting service".Mr Cameron was also due to pledge to create a "universal health visiting service".
The £200m cost will come from scrapping plans for more outreach workers for SureStart family centres, according to the Tory leader.The £200m cost will come from scrapping plans for more outreach workers for SureStart family centres, according to the Tory leader.
The number of health visitors has gone down since 2004 but Labour says there are more community matrons and school nurses.The number of health visitors has gone down since 2004 but Labour says there are more community matrons and school nurses.
The government has also pledged to ensure SureStart family centres in deprived areas are given two outreach workers, to encourage families to use their services.The government has also pledged to ensure SureStart family centres in deprived areas are given two outreach workers, to encourage families to use their services.
Mr Cameron has stressed that he thinks SureStart is a "good scheme" but spending the cash on health visitors rather than outreach workers would benefit all families.Mr Cameron has stressed that he thinks SureStart is a "good scheme" but spending the cash on health visitors rather than outreach workers would benefit all families.
Outreach workers
In his speech, he will accuse ministers of allowing the ranks of health visitors to go into "freefall" over the last three years, with numbers plummeting by 10% to just 9,000 full-time posts.In his speech, he will accuse ministers of allowing the ranks of health visitors to go into "freefall" over the last three years, with numbers plummeting by 10% to just 9,000 full-time posts.
With 30% eligible for retirement within the next five years, Mr Cameron will warn that the situation will deteriorate further unless action is taken soon.With 30% eligible for retirement within the next five years, Mr Cameron will warn that the situation will deteriorate further unless action is taken soon.
New parents currently spend an average of just four hours and six minutes with health visitors in their child's first year, Mr Cameron will say.New parents currently spend an average of just four hours and six minutes with health visitors in their child's first year, Mr Cameron will say.
"Instead of more untrained outreach workers, we need more trained professionals who really know what they're doing," he will tell Tory activists."Instead of more untrained outreach workers, we need more trained professionals who really know what they're doing," he will tell Tory activists.
"They're called health visitors. Highly-trained NHS professionals who come to your home and build up a trusting, personal relationship with the family.""They're called health visitors. Highly-trained NHS professionals who come to your home and build up a trusting, personal relationship with the family."
His speech adds: "We're going to increase the number of health visitors by 4,200 - that's a more than 50% increase. And we're going to boost support for those who live in the most deprived areas. "This would make it possible for every mother to get two home visits before the birth of their child, six hours home support in the first two weeks, a visit every two weeks in the first six months, monthly visits in the next six months, and two visits a year between the ages of one and five."His speech adds: "We're going to increase the number of health visitors by 4,200 - that's a more than 50% increase. And we're going to boost support for those who live in the most deprived areas. "This would make it possible for every mother to get two home visits before the birth of their child, six hours home support in the first two weeks, a visit every two weeks in the first six months, monthly visits in the next six months, and two visits a year between the ages of one and five."
The government has reacted angrily to what they claim is an attack on the SureStart scheme - one of Labour's flagship policies.The government has reacted angrily to what they claim is an attack on the SureStart scheme - one of Labour's flagship policies.
Former Europe Minister Denis MacShane said he planned to launch a Defend SureStart scheme. Disadvantaged
Children's minister Beverley Hughes said SureStart already "makes a real difference to children's lives".Children's minister Beverley Hughes said SureStart already "makes a real difference to children's lives".
"Outreach workers ensure that the most disadvantaged families access the wide range of services SureStart offers including health services, childcare and employment advice."Outreach workers ensure that the most disadvantaged families access the wide range of services SureStart offers including health services, childcare and employment advice.
"David Cameron should support SureStart, not constantly try to undermine it. Scrapping this vital front line service will hit the poorest most," she said."David Cameron should support SureStart, not constantly try to undermine it. Scrapping this vital front line service will hit the poorest most," she said.
Mr Cameron earlier brushed off suggestions his party was not building up the sort of opinion poll lead it will need to be confident of victory at the next general election.Mr Cameron earlier brushed off suggestions his party was not building up the sort of opinion poll lead it will need to be confident of victory at the next general election.
A poll of polls in the Independent newspaper, analysing the trends identified in surveys over the past few weeks, suggested the Tories were averaging a six-point lead over Labour, down from nine points at the start of the year.A poll of polls in the Independent newspaper, analysing the trends identified in surveys over the past few weeks, suggested the Tories were averaging a six-point lead over Labour, down from nine points at the start of the year.
But Mr Cameron told the BBC: "I think we are in a good position. We have got further to go. We have really got to convince people, with all the hard work we do and everything we produce, that we are ready for government. That's a very big challenge and I don't downplay it at all."But Mr Cameron told the BBC: "I think we are in a good position. We have got further to go. We have really got to convince people, with all the hard work we do and everything we produce, that we are ready for government. That's a very big challenge and I don't downplay it at all."