When the Ontario government signed onto the new Canada-wide Early Learning and Child Care system (CWELCC) they committed to providing parents with major reductions in their child care fees and, eventually, $10 a day child care. But Ontario’s CWELCC Action Plan did little to address the growing child care workforce shortage. The initial wage floor for RECEs was set at an insulting $18 per hour. Consistent, trained Early Childhood Educators are essential to positive childcare experiences for young children. Without a plan to provide decent work and pay as part of a strong workforce strategy, Ontario won’t be able to recruit and retain enough staff for existing child care spaces, let alone expand to serve more families. ECEs and child care workers are worth more than the wage floor. They deserve decent work and pay.
That’s why we launched the Worth More Campaign for a child care system with better pay, better quality, better access. Through our Worth More campaign we successfully advocated to improve the wage floor. In November 2023, the Ontario government raised the RECE wage floor to $23.86 with $1 annual increases. We continue to advocate for a workforce strategy with a wage grid, benefit, pension plan and improved working conditions. Check out our Roadmap to Universal Child Care for more on our workforce strategy demands.
In November 2025, the Worth More campaign won the 2025 Atkinson Good Fight Prize, an award for “fearless campaigns for decent work”. The prize’s jury noted the Worth More campaign’s “perseverance, creativity and breadth of organizing.”
Below you will find archived Worth More campaign resources, as well as a campaign timeline. Feel free to use them to inform your advocacy for decent work and pay for ECEs and child care workers. Let’s work together for better child care.
Worth More Campaign Timeline
See highlights and photos of our Worth More campaign – from rainy rallies, and night rallies, to fun in the sun at child care programs, and the Queen’s Park.
Worth More op-ed in the Toronto Star
- Carolyn and Alana lay out what’s at stake. The only way to expand child care is to raise wages.
Worth More Wednesdays Summer Campaign Toolkit
- Our Toolkit for a Summer of Action at your child care centre! This toolkit features 6 weeks of ideas to engage child care workers, families, the community and decision makers in conversations about decent work.
Worth More Campaign Planning Tools
Find inspiration for how to take action in your community HERE – with sample agendas, and a planning checklist to help make planning your Day of Action simple!
Sample Letters , Key Messages and Talking Points
Let your community know that you’ll be taking action, find letters to share with your staff, board, families and other operators.
Take advantage of communications tips and scripts for talking to decision makers.
Posters and Printables
Visit the AECEO website for current posters and colouring pages.
Media Tools
Signal boost your Day of Action by getting media attention! Find a press release template, and social media sharables HERE.
One-Click Actions
Our Worth More e-action were signed by thousands! You can sign onto our latest e-action by visiting our Countdown Clock.
Last updated October 2025.