First Chief Executive appointed as 1001 Critical Days Foundation tackles ‘baby blind-spot’ in screen use

29 December 2025

The 1001 Critical Days Foundation has appointed former government minister Will Quince as its first-ever Chief Executive Officer.

Founded in March 2025 by the Rt Hon Dame Andrea Leadsom, the Foundation works to improve support for babies and their families during the first 1001 days, from pregnancy to age two, when the building blocks for lifelong health and wellbeing are laid.

Will brings leadership and vision to a fast-growing organisation that works internationally to support parents and carers to give their baby the best start in life.  It does this by funding frontline charities, commissioning pioneering research and championing the importance of early development on the global stage.

One of the Foundation’s early pieces of ground-breaking research is looking at the impact of screentime in babies, exploring all areas of how babies develop from their early relationships, to their eye health and physical development.

The Foundation has commissioned iADDICT, a symposium of four British universities – Leeds Trinity, the University of Leeds, Aston University and the University of Nottingham – to carry out a systematic review and reporting in the spring of 2026. On publication of this research, the Foundation will seek to provide information for parents and carers enabling them to make an informed decision about how much, if any, screen time is appropriate for their baby.

“We know anecdotally that even newborn babies are exposed to screens,” says Will. “As Education minister, I saw first-hand how often babies are overlooked – there is a real ‘baby blind-spot’. Take screen time, where the debate focuses on young people, social media and banning phones in schools, whilst babies are increasingly being exposed to screens. Some babies are now spending more than four hours a day in front of screens. This is an important study – it’s not about shaming parents – it’s about having the evidence needed to break the baby blind-spot and give parents and carers the information they need to help give their baby the best start in life.”

As a former government minister for Children and Families, and for Health and Social Care, Will played a leading role in developing the Family Hubs and Start for Life programme, which is transforming support for parents and babies across England.

Dame Andrea Leadsom, Executive Chair and Founder of the 1001 Critical Days Foundation, said:

“This appointment is an incredibly exciting milestone in our journey. Will brings the leadership, compassion and drive to help us deliver our mission: that every baby should experience the best start in life, both here in the UK and globally. Together we will champion the first 1001 days of life as a critical foundation for lifelong health and happiness, supporting babies and families in the UK and around the world.”

ENDS

Notes to Editors

Research in Japan found that 29.4% of babies watched TV for four hours or more per day.

A peer-reviewed study titled “Early Television Exposure and Children’s Behavioral and Emotional Problems” examined associations between television/early screen media exposure and developmental outcomes in young children. It found that 29.4% of babies watched TV for four hours or more per day. Drawing on longitudinal and cross-sectional evidence, the research suggests that early and prolonged exposure to screens is associated with a higher risk of behavioural and emotional problems, as well as attention and social interaction difficulties, compared with children with less screen exposure. The study highlights consistent associations between early screen use and adverse developmental patterns, including in areas that are foundational to later school readiness and well-being. https://pmc.ncbi.nlm.nih.gov/articles/PMC3920399/

The 1001 Critical Days Foundation has commissioned a major new study to explore how screen time affects babies and their families during the first 1001 days of life.

The research will be led by the interdisciplinary Action on Digital Device Immersive Conditions Team (iADDICT), a group of experienced academics from Leeds Trinity University, the University of Leeds, the University of Nottingham and Aston University.

While screen use has become a routine part of modern family life, most research focuses on older children and adolescents. There remains a major gap in understanding how digital exposure affects babies during the earliest and most sensitive period of brain development.

This new study will fill that gap by reviewing global evidence on how screen use impacts babies’ physical, psychological, relational and cognitive development, as well as its effects on families more broadly.

The iADDICT team brings together experts in psychology, media and communications, family and cultural dynamics, and optometry, and has a strong track record of informing government policy and public debate. Collectively, the team has advised the Education Select Committee, contributed to Public Health England reports, and provided evidence to parliamentary inquiries on screen time and digital wellbeing.

The appointment of Will as the first-ever CEO of the 1001 Critical Days Foundation marks an important next step in the Foundation’s growth. In its first year, the charity has:

·       Committed over £2 million to UK charities delivering support for babies and their families,

·       Commissioned world-first research, including findings that an estimated two fathers die by suicide every week during the 1001 critical days,

·       Acquired the International Journal of Birth and Parent Education to strengthen global knowledge sharing, and

·       Forged international relationships with Norway, South Africa and the UAE to promote early years policy and practice worldwide.