In this brief, we outline a new Core Story of Early Childhood Development built around the concepts of “Health and Fairness.” It is based on an in-depth exploration of a series of frames highlighting different aspects of these concepts. The central argument is that supporting early development builds health and creates fairness for Australia’s children now and in the future. The greater the number of people who use this new communications approach, the better our chances will be to move early childhood up the agenda.