We created a range of content that were both facts you may not know and tips to help parents navigate what they are entitled to and how to ask for it.
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.
