The goal was to finally get a conversation started online about Paid Family Leave. Historically this has not an issue that the public has paid much attention to, but it deeply affects American families in ways they might not even be aware of.
With the first viable female candidate for POTUS in the history of the country, we recognized we might have a massive opportunity this year to make this Paid Family Leave a recognized issue. So we wrote a saucy, yet full researched script, got some amazing moms to step in front of the camera, and with literally zero dollars spent on promotion, got this issue in front of close to 6 million people.
Our strategy was simple: deliver the message with a built in joke designed for a smidge of shock, but ultimately a whole lot of online sharing. We knew we had no promotion budget for this project, so the sharing and views had to be 100% authentic. Our success was solely due to the strength of the script and the talented moms and dads involved. We were able to secure amazing talent who wanted to speak out on this issue and loved the script: Jemima Kirke, Milla Jovovich, Maggie Gyllenhaal, Malik Yoba, Nick Sandow, Emily Mortimer, Shiva Rose, Sally Kohn, Bikini Kill's Kathleen Hanna and a diverse group of moms who were ready to make a bold offer on this issue.
Over 5.5 million authentic views online and over 66,000 shares, featured articles with headlines like "Celebrities Rally Around Paid Family Leave" in Refinery 29, New York magazine, Glamour, Vice, and many others, retweeted by 10 celeb moms and dads