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Making Britain a fairer place for everyone

 
 

Bringing together a coalition of the country’s biggest businesses to lead the fight against pregnancy and maternity discrimination


The idea: Working Forward

Working Forward is a business-to-business campaign created to end pregnancy and maternity discrimination.

We brought together a coalition of major businesses to create a movement inspiring other organisations to follow their example and sign up to Working Forward and make their businesses the best they can be for pregnant women and new mothers. These include high profile employers Barclays, BT Group, Ford, HSBC UK, John Lewis Partnership, Mitie, Nationwide Building Society, Royal Mail Group and TfL.

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We developed the strategy and creative identity for the campaign as well as engaging the Founding Members and working with them to develop content and a toolkit of assets and resources for new members.

Working Forward has grown into a 150-strong coalition of high-profile employers and leading industry bodies, representing over 300,000 employees. The campaign has drawn attention from all corners and been covered by BBC Breakfast, ITV, The Telegraph, The Independent and Huffington Post.

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Peer to peer content was key to creating a national community of businesses, so we used our Founding Partners to help us spread the word through a series of video interviews.

To celebrate International Woman's Day we wanted to say 'thank you' to all those companies who have joined the initiative – so we asked the families who benefit.


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Empowering young pregnant women to stand up for their rights at work

The idea: #PowerToTheBump

Research found that women aged 16-25 were more likely to experience pregnancy or maternity discrimination.

So, we needed to make young women aware of their rights at work during their pregnancy, and give them the confidence to stand up for themselves.

#PowerToTheBump was a peer led social campaign to empower this audience to look after themselves and their unborn baby whilst at work. The campaign focused on positive behaviours, suggesting changes for young women to adopt in order to protect themselves. In doing so, it became a rallying cry and call to arms amongst young women to support each other during this time and exert their rights on behalf of their 'bump'.

Working with ChannelMum and several female vloggers, we created content that drew on their experiences. This featured essential advice for approaching line managers and achieving a stress-free pregnancy at work. The campaign quickly gathered pace with influential ‘mummy bloggers’ and MPs including Jo Swinson and David Cameron getting behind it.

A series of animated GIFs helped spread the word on social, leading to #PowerToTheBump trending on launch day.

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The campaign received extensive national media coverage including a feature on Victoria Derbyshire's BBC show and The Huffington Post, InStyle, ITV and The Independent. 

Accolades

#PowerToTheBump was highly commended at the PRWeek Media Awards in the Public Sector category and won Silver at the IPM Awards in the Not for Profit, Charities and Public Sector category.