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Share the Joy

February saw the launch of the Shared Parental Leave national integrated campaign, created and produced by our integrated creative and digital team.

Commissioned by the Department of Business, Energy and Industrial Strategy, the campaign aims to foster better parental equality in the workplace by encouraging parents to take a more collaborative approach to the first year of parenthood, by sharing (and being paid for) the available 52 weeks leave.

The campaign theme, Share the Joy, has been developed across all media including press and outdoor advertising, social channels, a new website, video-on-demand and an influencer campaign. Four managed the photo and video shoots as well as all the advertising production.

Launched on Monday 12 February, the response has been immediate. Key news channels and radio outlets featured the campaign, and if you happen to be passing through London’s Waterloo or Victoria stations you will certainly see the large format animated ads above the concourse. Social feeds across Twitter, Facebook and Instagram have been alive with the conversation.  And of course, it helped that we were working with some of the cutest, most photogenic babies in the world!

The campaign was devised by creative director Claus Larsen and managed by client services director Piers Bracher, supported by our talented creative and digital teams.

Watch the campaign video below.

Share the Joy from Four on Vimeo.

If you want to find out more about our Government creative work then contact our client services director Piers Bracher here.