Our integrated campaign for the Department for Business, Energy and Industrial Strategy (BEIS) and the Government Equalities Office garnered more than seven million video impressions and put a spotlight on Shared Parental Leave.
Shared Parental Leave is a government policy from BEIS that aims to help gender inequality in the workplace following the statutory maternity leave entitlement for parents. Within this policy both parents can agree how to take time off to raise their child over a 52 week period and improve the options available. The aim of our campaign was to improve awareness and take up of the scheme, particularly amongst men.
We wanted to make sure to reach both prospective parents and employers, so we focused our creative strategy focused on the importance – and the joy – of the first year of parenthood. Whilst research showed us that traditionally the female partner was more likely to assume this role, we wanted to educate couples that this could be shared, enabling one or the other of them to go back to work sooner than they might have thought – and subsequently increase the take up of the scheme.
Share the Joy was our creative proposition, featuring a series of three couples and their babies, in high volume animated outdoor sites as well as press and digital advertising. We also created a series of content videos that could be used on social media and the website, as well as developing partnerships with a number of key affiliate organisations.
We used our Mapper360™ Influencer methodology to identify and evaluate the most valuable influencers to start a conversation about the initiative. The social media influencer Giles Alexander was selected as the best and used his blog, You the Daddy, to share his own experience of paternity leave. Other parenting bloggers quickly joined the momentum by providing their own stories and opinions, using the hashtags #SharetheLeave and #SharetheJoy.
The influencers were split into four categories depending on the status of their strongest followers: First Time Mums, Second Time Mums, First Time Dads, and Second Time Dads. Each potential influencer was ranked and eventually one influencer per category was confirmed. Giles Alexander was the first of the influencers to go live with his blog focusing on his own experience with paternity leave which caught the eye of several broadcast channels.
The results demonstrated extraordinary effectiveness. With more than seven million video impressions and five million display impressions, the campaign performed well ahead of expectations. The paid social channels delivered over 2.5 million impressions and Twitter impressions for the influencers exceeded the national average by x10 times in some cases. Whilst numbers on take up are too early to confirm, the likely numbers intending to do so have far exceeded predictions.