Shared parental leave (SPL) forms part of government plans to reduce the gender pay gap as well as improving the child-parent experience for both partners - sharing the joy.
Switching the emphasis from a rational, fact-based approach and focusing on emotional benefits and real life scenarios, the campaign raised awareness of the possibility of SPL and sparked conversations between parents-to-be about how childcare could be shared during the first 12 months. It also challenged the stereotypical notion that the mother would be the one taking parental leave. Parents joined the discussion and shared their stories following coverage by parenting bloggers, in commuting magazines Stylist and Shortlist, and nationwide promotion of the campaign on bus shelters and train station posters.
More than 20 posts on blogs generated 7,000 conversations and reached around 1.5 million people.
Grazia, The Daily Mirror, Real Business, Gay Times, and NCT Matters, the e-zine for the National Childbirth Trust all featured positive articles.
Judges thought the campaign was a “really nice idea”.
Follow up interviews revealed that those considering SPL had gone up 40 per cent, with one in four more likely to speak to employers about the possibility of SPL. Visits to the parental leave website reached 150,000, and online adverts resulted in 42,000 clicks.