PL+US

Social Strategy   #Dadvocate

 

PL+US is an advocacy.org working to win federal paid family leave to support working parents and caregivers. They wanted to create a viral moment and rallying cry that would engage Dads as advocates for the cause. They had some celebrity interest and now they needed a strategy to tie the pieces together.

 

We brought them the idea of #Dadvocate, which became the memorable hashtag  that motivated more men to join the conversation including social influencers like Alexis O'Hanion, who has become a major spokesperson for the cause and his posts on the subject have received millions of views.  

 

We also suggested that PL+US form a promotional partnership with Dove Men +Care, and they ran with our recommendation and garnered major exposure across Dove platforms.