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In an effort to address the impacts of COVID-19, companies are developing a number of socially beneficial communications for the public. It is essential that these communications avoid harmful stereotypes and seek to depict positive and progressive gender portrayals.
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This paper examines the case for investing in free universal childcare services in North Macedonia in order to reduce gender inequality in employment, labour market activity and earnings; promote higher human capital through greater enrolment of children in early childhood learning and development; and ensure equal access to all children in formal childcare as to foster the life chances and well-being of young children.