Starting conversations around Paternity Leave with Koru Kids
2-weeks paternity is the standard, it isn’t enough.
The Background
Koru Kids is a specialist nanny app based in London that help families find care for their children. They wanted a campaign to show they are on the side of parents.
We decided to look at paternity as a key issue affecting families, as although progress is being made, on the whole, paternity is still a bit of a joke.
Without the choice, this forces gender norms in families and increases the gender pay gap. In fact, over three quarters of new fathers only get two-weeks to bond with their children.
The Idea
We reimagined Glass Doors ‘Best Places to Work’ list based purely on the paternity leave offered, showing how even the highly lorded companies with ‘great culture’ still had a way to go in such a vital area.
Working with Not for Profit, Fatherhood Institute, we also pushed for companies and the government to do better. We wanted
six weeks leave as standard, for job specs to always contain paternity leave packages, and for paternity leave to start sooner so partners can support around the birth more.
One our our key KPI’s was website traffic, so we created an online tool where people could see where their company would rank, drawing people to the Koru Kids site.
Case studies add the human element to a brand centric campaign, so we onboarded a number of families to speak about their experience of paternity leave and how it affected them.
From those who had the benefits of extended time, to those who felt they were short changed, we had families to speak to both positive and negative paternity experiences.
