The organization The Dad Shift, in collaboration with creatives
Sarah Lisgo and Agatha O’Neill of VCCP, launched the campaign “Things That Last Longer Than UK Paternity Leave,” spotlighting an uncomfortable truth: even everyday perishable items outlast UK’s two weeks of paternity leave.
Through a guerrilla action, the campaign compares the two-week period with everyday objects and products that last the same or even longer, such as groceries, helium balloons, fresh flowers, and residential trash collection cycles, putting a social conversation on the table is already beginning to generate debate.
Parents themselves from different cities in the UK played a key role in the activation. Many placed campaign stickers on supermarket products and brought them to town halls, while large format posters appeared on domestic garbage bins waiting to be picked up.
Beyond visual impact, the initiative questions how current parenting policies affect family bonding, shared child care, and work-life balance.
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