ATTN: is an issues-driven media company. Every day ATTN: produces videos, articles, and commentary to inform people to make a social impact. ATTN: has produced an ongoing social media campaign, featuring Laura Perlongo and Nev Schulman, that brings awareness to the stigmas that new parents face every day. We followed Laura and Nev's journey both before and after the birth of their daughter Cleo, sharing their authentic, relatable experiences and concerns with our audience.
ATTN: worked intimately with Laura and Nev to produce a light-hearted, interactive video format to address important concerns facing young parents. This format used graphics, animation, and vignettes to illustrate these important issues. For example, the episode on parental leave used visuals such as the height of a smoothie in a glass or the application of sunblock to communicate compelling statistics and value statements.
With over 200 million views, this series has been ATTN:'s most viral series to date. The first installment of the series (parental leave) surpassed 100 million views. The virality of the video translated to real workplace policy changes; for example, it inspired the CEO of Chobani to reach out to Nev Schulman and announce a 6-week paid leave program for both mothers and fathers at the company.
