This is My Family: a national campaign to extend paid leave to families of all shapes and sizes

Paid leave provides stability and peace of mind to families during the most challenging of times. But when these programs are based on an extremely limited definition of family they leave out millions of people and their real-world experiences. Narrow, outdated definitions of family mean these communities are disproportionately excluded from paid family- and medical-leave policies that promote healthier families, reduce workforce turnover, and strengthen the overall economy.

Brink was engaged to create a campaign that connected details of paid-leave policy to the experiences of real families. In December 2021, “This Is My Family” launched at ThisIsMyFamilyUSA.org and in paid-media placements across social media. The campaign invites others who have or could benefit from paid family- and medical-leave to add their voices to this growing movement.

Website
ThisIsMyFamilyUSA.org

Client
Family Values at Work

Agency
Brink Communications

Role
Art direction
Identity design
Print design
Print production
Web design
Digital design

I took the lead in developing the campaign’s visual identity, which celebrates the joy, vibrancy and resilience of family.

Paid-media placements across social media profiled the real-life experiences of Nicole, Yee Won, and Kieran and Riley.

The campaign website invites others who have or could benefit from paid family- and medical-leave to add their voices to this growing movement

Brink also produced a comprehensive digital media and communications toolkit for network partners, along with training and guidance for implementing messaging and assets within their channels. Other toolkit elements included fact sheets; social media graphics; guidance for pitching local media; and templates for legislative testimony, op-eds, and letters to the editor.

The Legal Aid Society