Time To Take It

Hill+Knowlton Strategies

Client: Volvo Cars

Our Time To Take It campaign, rooted in behavioural science, normalised taking parental leave by ‘opting-in’ all employees into their 24 weeks of parental leave – driving them to actually take their time. In just 22 business days, the team developed a suite of employee, media and social assets, including a film and language impact study, that built advocacy.

Since launching the policy in March 2021, all regions and major plants are using the offer and there is a greater use by men – notably moving the company towards equal parenting take-up.