Love, Dad x
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.