Flowers, bananas, milk, eggs…. They are everyday items whose durability is greater than paternity leave in the United Kingdom, which only offers two weeks to male parents, as The Dad Shift association is highlighting in its new communication campaign. With a series of street marketing and guerrilla marketing actions, it is calling on society and institutions to reflect on the situation and promote legislative change.
The campaign has been designed by creatives Agatha O’Neill and Sarah Lisgo from the VCCP agency and is articulated under the concept “Things that last longer than paternity leave in the United Kingdom.” In this sense, over the last few weeks it has displayed posters, stickers or balloons to highlight everyday objects that last the same, or even longer, than paternity leave and thereby make visible an uncomfortable reality.
“If you buy your partner a bouquet of flowers the day your baby is born, you’ll be back to work before your baby withers. The pint of milk you buy will still be drinkable, and the eggs will still last for several days“, they explain from The Dad Shift through social networks. “Paternity leave in the United Kingdom is only two weeks. The average in Europe is twelve. Two weeks are not enough to adapt to the biggest change in your life, support your partner and connect with your little one.”.
The deployment has included the participation of both members of the association, as well as volunteers and activists involved with the cause, who have gone to stores, supermarkets and public spaces to spread the message to every possible corner. They have also appealed directly to members of local governments, taking some of the products to the institutions.
“While we wait for central government to review parental leave, local government could do a lot to help. Town halls and councils employ 2 million people, but only 10% of them offer more than two weeks of paternity leave. Most offer only 1 week of full pay“, they explain from the association. “That puts councils far behind much of the private sector, when they could be ahead”.
The initiative encourages citizens to join a collection of signatures promoted by The Dad Shift, as well as to contact their political representatives to request improvements in paternity leave. The campaign seeks not only an extension of the permit period, but also better remuneration, which, according to what they point out, is less than half the minimum wage.
The campaign has been developing over the last few weeks, and before highlighting products whose expiration date is longer than two weeks of leave, the association has placed balloons with the message “This balloon lasts longer than paternity leave in the United Kingdom.” They have been placed in statues and key points in London, such as Buckingham Palace or Parliament, and in tributes to characters such as Harry Potter, Mary Poppins or Mr. Bean.
Previously, during the Easter holidays, he also drew attention to the problem by comparing paternity leave with the vacation period, and pointing out the impact of such short periods. “D.leaves mothers responsible by default and increases gender inequality. This pushes many new parents into a mental health crisis from the pressure of returning to work too soon. And the unequal roles it creates break up relationships and deprive children of a close relationship with their father.”, they argued from the association.
The campaign takes place within the framework of a series of legislative changes promoted by the British government, which a few months ago approved a new Employment Rights Act. Among other things, starting this April it makes paternity leave a right available from the first day of a new job. Until now, parents had to prove a certain period of stay in the same company to request it.
From The Dad Shift they value the government’s initiative, but assure that they will continue to promote an improvement in conditions, as reflected in this campaign.
