Love, Dad x

  • Hannah Young

The Love, Dad x campaign supports the petition to extend paternity leave to 6 weeks. At current Mothers can get up to 52 weeks maternity leave, whilst fathers get a maximum of 2 weeks. What does that say about who is responsible for the child? In response to a brief to encourage Shared Parental Leave (SPL), this outcome looks at taking a step backwards from SPL to allow fathers to take a natural step forward towards equal parenting. Doing research into the slow uptake of SPL, it was evident fathers found the potential to take up to 6 months leave with their partner a big leap and a huge ask. By extending paternity leave and changing the 'norm', in time the leap for fathers in SPL will seem that bit more manageable.

Concept Pampers collaboration. Looking at brands that can support and encourage the campaign.
Concept collaboration with Dove Men+Care, who have an existing Paternity Leave Initative that looks to encourage and conquer the challenges faced to parental leave worldwide.
Encouraging support and spreading awareness of the campaign at the NCT Nearly New Sales covention. Attending events like these helped inform insight and knowledge from new/expecting parents.