#ShareBaby was an initiative by SheSays to educate and encourage couples to avail of shared parental leave. In turn we helped them to push their companies to change their parental leave and pay policy allowing them to decide how they want to parent.

My role: Concept & Copywriting | My fellow SheSays team that made it happen: Katja Alissa Mueller, Fabiana Xavier and Melissa Wong | Illustrator: Eva Münnich (https://evas.work/)

We also encouraged people via our social channels and a campaign website to share the message by pledging to #ShareBaby with either their partner or spouse publicly on their social networks.

The campaign was picked up by lots of industry and non-industry media for its encouragement of fathers to take the shared parental leave. The piece of press I was personally most excited by was ‘Pick Me Up’ as this is magazine read by a demographic who would usually not consider shared parental leave as an option.