Making it our business

How do you “sell” new regulations to employers?

We were initially brought in by the new Department of Family and Medical Leave in April 2019 to develop and launch a major statewide awareness campaign, slated for June, to help promote the start of the new high profile – and politically sensitive – Family and Medical Leave program to business owners of all sizes around Massachusetts. With benefits not starting for an additional year, our task was to encourage employers to enroll in this vital new program. Complicating matters were a multitude of private sector and public sector stakeholders with competing visions of what the program itself should look like, and how it should be messaged to the public.

Services Provided:

• Branding
• Creative
• Social / Cause
• Marketing
• Content
• Video & Photography

Drive home that it’s our business

Over eight weeks, we conducted extensive research, brought in stakeholders for foundational conversations, built core messaging strategies and branding, and developed multiple campaign concepts before putting together a statewide media buy consisting of radio, print, out of home, and digital assets, as well as stakeholder collateral. Our campaign, “PFML: It’s your business,” primarily targeted employers with a message that empowered them, as much as told them a deadline was arriving.

This campaign was paired with an extensive messaging operation, including information sheets, FAQs, and other collateral to help extend our efforts.

The week the media buy was set to go live, the legislature voted to delay the program’s launch – and our campaign. We then, again, had two months to relaunch the campaign for August 2019, with a more expansive media buy budget.