Case Study
“Reproductive Health Leave”
CLIENT: HSU National
The Health Services Union (HSU)—a major union representing healthcare and aged care workers in Australia—launched a landmark campaign advocating for Reproductive Health Leave. The initiative sought to introduce additional leave entitlements for workers experiencing reproductive health challenges, such as endometriosis, IVF, menstruation-related complications, and pregnancy loss.
The campaign highlighted that millions of Australian workers face reproductive health challenges without workplace support, often relying on unpaid leave. The HSU proposal advocates for a minimum of 12 days of paid leave, covering everything from menstrual pain to menopause and vasectomies. The ultimate goal is to integrate these entitlements into the National Employment Standards, ensuring workplace equity for all.
Despite no paid ads, the campaign has seen excellent engagement with 66% conversion rate of people who visited the site taking action and signing the petition.
Results
Policy wins: Several employers, particularly in the health sector, began trialling or adopting reproductive health leave provisions.
Our delivery included brand assets, style guides, website development, and a full suite of campaign materials.
