Volvo Cars: Time to take it

Volvo, a car manufacturer, launched a global campaign to reveal its gender-neutral parental leave policy and normalise it.

Volvo Cars wanted to launch its gender-neutral parental leave policy in way that created fame, fostered internal pride, and resonated globally. H+K insights showed parental leave for all positively impacts gender equality, yet most fathers take less time than allocated due to perceived stigmas.

Our Time To Take It campaign, rooted in behavioural science, normalised taking parental leave – "driving" employees 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.

Within the first week of launch, we achieved...

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Insights Team
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