Seventy three percent of Americans don’t have access to paid leave, and 30% of women will drop out of the workforce within a year of welcoming a child when they don’t have access to paid leave.
As the only mom-founded and led infant formula company in the U.S., our team of majority parents is passionate about passing paid leave at the federal level. During a critical election year, our objectives were to
- Drive awareness around paid leave as a human right
- Advocate for the Family and Medical Insurance Leave Act (which would provide families with up to 12 weeks of paid leave, employment protection, and guarantee $580 in minimum monthly wage replacement benefits if passed)
- Gather signatures for the Paid Leave For All x Glamour’s #PassPaidLeaveNow petition
- Provide real, tangible support for parents struggling without paid leave
We partnered with Naomi Osaka (Bobbie MotherBoard member, new mom, and 4-time Grand Slam Champ), who at the time was 6-months postpartum and returning to the Australian Open, to share her “return to work” story and advocate for parents returning to work on their own terms. To further amplify our message, we also joined forces with three nonprofit organizations: Paid Leave for All, Moms FIrst, and Chamber of Mothers. Together, we created the N.O. Support Grants, with the initial goal of providing 50 families with $580 (the minimum monthly benefit under the Family and Medical Insurance Leave Act).
On social, our campaign had three key elements: compelling storytelling, emotional connection, and a strong call to action.
- Advocacy and Storytelling: In addition to sharing Naomi’s return to work experience through static and video content, we partnered with mom influencers to share their personal postpartum experiences and advocate for paid leave.
- Community: We understand that this is a cause that deeply impacts our community of parents, and while the majority of American families do not have paid family leave, the lack of support can feel isolating.
- Call to action: We encouraged our community to sign Paid Leave for All x Glamour’s #PassPaidLeaveNow petition.
We also ran the first-ever infant formula ad on ESPN. Coordinated to launch alongside Naomi’s return to the court postpartum, our campaign aired on ESPN the Sunday before she began competing at the Australian Open in January.
And because we know lawmakers might not see our social posts, we took out a full page ad in the New York Times with the sole purpose of advocating for paid leave.
- Provided 200 N.O. Support Grants, surpassing our goal by 150. This is thanks to the 40+ brands that saw our campaign and asked to help fund more grants.
- Gathered 12,000 signatures for the Paid Leave for All x Glamour petition
- Received 11,000+ applications to our N.O. Support Grant program
- 19 pieces of earned press totaling 260MM UMV
- 13.5M social views across brand partners and influencers
- 6.5k+ overwhelmingly positive comments, ranging from personal family leave stories to expressions of deep appreciation and support for Bobbie, showcasing the campaign's powerful impact.
- Bobbie consumers sent 2.3k letters to PA lawmakers and nearly 300 to NM lawmakers advocating to pass state paid leave in those respective states
- Gained 1,100 new followers in the first 6 hours of campaign launch
- Shorty Impact Award: Parents Push Harder Call to Action (Winner) + Corporate Social Responsibility (Silver)
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