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The U.S. is one of the only countries in the world without a national paid leave policy, and 1 in 4 American women have had to return to work within two weeks of giving birth. With many parents unable to take much time to raise their newborns, this calls for a crash course in infant independence.
In partnership with Glamour and creative agency Mother Los Angeles, non-profit organization Paid Leave For All wants to denormalize the lack of paid leave policies and highlight the impact on families. A satirical campaign, dubbed “Get Your Shit Together, Baby,” features a kinesthetic book series that teaches newborns how to survive when their parents are back on the clock.
Offering babies instructions on financing diapers, boiling formula water and childproofing outlets, the creative begs the question of whether expecting self-sufficiency from a newborn is any less absurd than forcing their caregivers to immediately return to work.
This public awareness campaign in disguise will be read across Glamour.com and social media by entertainers, including actress Jenna Dewan and TV host Karamo Brown. The book series, which will also be available in digital displays and featured in a Times Square takeover, encourages consumers to sign a petition on getyourshittogetherbaby.com and rally for a federal paid leave policy.
“Working parents and families in America shouldn’t have to accept this appalling status quo, and we hope this campaign ignites a national conversation that those in power can no longer ignore,” Glamour executive editor Natasha Pearlman said in a statement.
“Get Your Shit Together, Baby” coincides with the 30th anniversary of the Family and Medical Leave Act, which requires that employees receive unpaid, job-protected leave. Glamour previously partnered with Paid Leave For All on “28 Days in the Lives of Women Postpartum,” which profiled eight new mothers with diverse employer expectations.
