The creative idea was to launch "The Leave of Absence" - a corporate pledge calling on businesses to formally recognize miscarriage through paid bereavement leave.
Miscarriage is one of the most common forms of loss, yet it remains unacknowledged in most workplaces. No formal policies. No time to grieve. No space to heal.
"The Leave of Absence" reframed miscarriage not as a private issue, but as a structural gap - one that companies could fix with a single, human policy change.
Designed to be practical and scalable, the pledge could be downloaded, customized, and implemented by any company.
The campaign used silence as its language - from moving digital content sans dialogue to classified-style ads selling unused baby items, all driving toward the pledge.
This was not a symbolic gesture. It was a real-world tool - turning gendered grief into action, and giving loss the legitimacy it has always deserved.