SlideShare a Scribd company logo
CHALLENGE
To motivate men to take paternity leave.
TARGET AUDIENCE
We target on progressive men: professionals and office people. Job and career matter to them.
These men are opinion leaders, they influence over the majority of men.
INSIGHT
If I take paternity leave my career stops.
SOLUTION
On paternity leave you get unique special skills that you wouldn’t get anywhere else: stress resistance,
night hours working skills, multitasking, self discipline, advanced communication skills, conflict
management, etc.
These special skills upgrade you as a professional, help to get senior position, to develop career.
IDEA
To present a paternity leave as a new skill as important and valuable for employer and employees as, for
example, MBA degree.
It is PPL Degree – Professional Paternity Leave Degree.
STRATEGY
To focus on employees and present the idea through the professional social network LinkedIn.
To focus on employers and present the idea through prestigious and professional award “Brand of the
year”. Focusing on employers we create a loyal attitude and environment around the paternity leave.
It is important because a lot of men in Belarus are afraid to take paternity leave because of employer’s
negative attitude to it.
LinkedIn
The most popular professional network in the world
among employees and employers is LinkedIn. HR
managers always look through the employee’s
LinkedIn account.
We present new unique PPL Degree through
LinkedIn.
MECHANICS
In the head of the LinkedIn account there is a special
bar suggesting to up-date profile. We use this bar
and place message on it: «ADD A NEW SKILL
VALUABLE TO EMPLOYERS» with «add»-button
nearby.
“Add”-button takes user on LinkedIn PPL Degree
page. All the information about PPL Degree, its
benefits and the ways to get are placed here.
From this page a user can add PPL Degree to his
LinkedIn account.
BRAND OF THE YEAR
“Brand of the year” is one of the most prestigious
and professional award. Almost all of the
companies want to get this award, “Brand of the
year” is a provement of social responsiveness and
high status of company. It brings up status and
loyal attitude to company.
As a part of “Brand of the year” we create special
“Socially responsible brand of the year” award.
This prize can be received by companies where
the biggest amount of paternity leaves is
registered.
We announce new award among the companies
and employers through the direct mail.
DM tells about PPL Degree and paternity leave
benefits to employers and employees.
COURSERA/ TED
Self education and self development are among
one of the most popular trends today. With a help
of educational resources such as Coursera and
TED we help men who took paternity leave to
improve their PPL Degree and to study other new
skills.
MECHANICS
Create a special kind of account specially for men
who are in paternity leave. The owner of such
account can access more study lessons and
lectures. Also we create a special learning program
under auspices of the best professor from all over
the world.
Upon completion of training the owner of PPL
Coursera (or TED) account receive the certificate
proving his newly acquired skills.
Special PPL Degree mark is also placed in this
certificate.
SUMMARY
CHALLENGE
To motivate men
to take paternity
leave
INSIGHT
If I take paternity
leave my career
stops.
IDEA
On paternity leave
you get unique special
skills that you
wouldn’t get
anywhere else.
To present a paternity
leave as new and
important skill
valuable for employer
and employees – PPL
Degree.
STARATEGY
To focus on
employees, use
LinkedIn.
To focus on
employers, Brand of
the Year Award.
Brand of the Year

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07

  • 1. CHALLENGE To motivate men to take paternity leave. TARGET AUDIENCE We target on progressive men: professionals and office people. Job and career matter to them. These men are opinion leaders, they influence over the majority of men.
  • 2. INSIGHT If I take paternity leave my career stops. SOLUTION On paternity leave you get unique special skills that you wouldn’t get anywhere else: stress resistance, night hours working skills, multitasking, self discipline, advanced communication skills, conflict management, etc. These special skills upgrade you as a professional, help to get senior position, to develop career.
  • 3. IDEA To present a paternity leave as a new skill as important and valuable for employer and employees as, for example, MBA degree. It is PPL Degree – Professional Paternity Leave Degree. STRATEGY To focus on employees and present the idea through the professional social network LinkedIn. To focus on employers and present the idea through prestigious and professional award “Brand of the year”. Focusing on employers we create a loyal attitude and environment around the paternity leave. It is important because a lot of men in Belarus are afraid to take paternity leave because of employer’s negative attitude to it.
  • 4. LinkedIn The most popular professional network in the world among employees and employers is LinkedIn. HR managers always look through the employee’s LinkedIn account. We present new unique PPL Degree through LinkedIn. MECHANICS In the head of the LinkedIn account there is a special bar suggesting to up-date profile. We use this bar and place message on it: «ADD A NEW SKILL VALUABLE TO EMPLOYERS» with «add»-button nearby. “Add”-button takes user on LinkedIn PPL Degree page. All the information about PPL Degree, its benefits and the ways to get are placed here. From this page a user can add PPL Degree to his LinkedIn account.
  • 5. BRAND OF THE YEAR “Brand of the year” is one of the most prestigious and professional award. Almost all of the companies want to get this award, “Brand of the year” is a provement of social responsiveness and high status of company. It brings up status and loyal attitude to company. As a part of “Brand of the year” we create special “Socially responsible brand of the year” award. This prize can be received by companies where the biggest amount of paternity leaves is registered. We announce new award among the companies and employers through the direct mail. DM tells about PPL Degree and paternity leave benefits to employers and employees.
  • 6. COURSERA/ TED Self education and self development are among one of the most popular trends today. With a help of educational resources such as Coursera and TED we help men who took paternity leave to improve their PPL Degree and to study other new skills. MECHANICS Create a special kind of account specially for men who are in paternity leave. The owner of such account can access more study lessons and lectures. Also we create a special learning program under auspices of the best professor from all over the world. Upon completion of training the owner of PPL Coursera (or TED) account receive the certificate proving his newly acquired skills. Special PPL Degree mark is also placed in this certificate.
  • 7. SUMMARY CHALLENGE To motivate men to take paternity leave INSIGHT If I take paternity leave my career stops. IDEA On paternity leave you get unique special skills that you wouldn’t get anywhere else. To present a paternity leave as new and important skill valuable for employer and employees – PPL Degree. STARATEGY To focus on employees, use LinkedIn. To focus on employers, Brand of the Year Award. Brand of the Year