WORK FOR GOOD CUT - PR

Things That Last Longer Than Paternity Leave - The Dad Shift
Non profit organisation

Shortlist

Title:	Things That Last Longer Than Paternity Leave
Brand:	The Dad Shift
Product/Service:	Non profit organisation
Client:	The Dad Shift
Entrant Company:	Sarah Lisgo & Agatha O'Neill
Release Date:	2026-03-30
Duration:	02:10
Individual Credits:	Agatha O'Neill, Creative
Individual Credits:	Sarah Lisgo, Creative
Notes for Judging:	This campaign proved that a simple, culturally resonant idea can drive national conversation without a media budget. Using guerrilla-style placements highlighting “things that last longer than UK paternity leave,” the campaign tapped into a truth people instantly recognised and began sharing organically. Produced for under £500, it generated close to 3 million organic online impressions and helped amplify pressure on the UK Government to reform one of the least generous paternity leave policies in Europe. Its success came from turning an overlooked statistic into something impossible to unsee. BACKGROUND The UK offers the shortest and least accessible paternity leave in Europe, forcing fathers back to work before they’ve had meaningful time with their newborns. By highlighting things that last longer than UK paternity leave, we show just how absurdly short it is. IDEA We created “Things That Last Longer Than UK Paternity Leave”, a simple but striking campaign using familiar everyday objects that outlast the average UK paternity leave period. The comparison turned a policy issue into something instantly relatable, shareable, and impossible to ignore. EXECUTION The campaign was rolled out across social media, petition activity, and local government engagement, using bold visuals and culturally recognisable examples to spark conversation and drive action. Designed to work organically, the campaign encouraged sharing, discussion, and political pressure at both local and national levels. RESULTS The campaign generated near 3 million organic social media impressions and became part of actions at 15 councils across the UK, with five already planning motions to improve UK paternity leave policies. It also delivered around 10,000 petition signatures and 5,000 new campaign subscribers, all on a budget of approximately £500.
Additional Credits:	Special thanks to Alex Lloyd Hunter and George Gabriel, co-founders of The Dad Shift, and Andy May from the organisation for their support and collaboration throughout the campaign. We’d also like to thank all the volunteers, parents, supporters and campaigners who helped bring this idea to life and shared it so passionately. This campaign exists because people gave their time, creativity and voices to push for better paternity leave in the UK.