Campaign to drive awareness through media, advertising, public relations and social media program
Mason announced today the launch of a new advertising campaign for the State of New Hampshire Paid Family and Medical Leave plan. The campaign includes the development of a new brand identity, creative, advertising, strategic messaging, web content, social media and public relations for the program.
“The arrival of a newborn, caring for a child, a sick family member or other common life events may require time off from work,” said Michael Field, VP, executive creative director, Mason. “Having to worry about income or how time off may impact one’s job status can be stressful. We tapped into the emotional truth that New Hampshire Paid Family and Medical Leave helps one beyond the workplace with financial support should the need to take time away from work arise.”
“Mason provided strategic insights and a clear vision of marketing the Paid Family and Medical Leave plan to businesses and residents of New Hampshire,” said Catherine Keane, Deputy Commissioner, New Hampshire Department of Administrative Services, State of New Hampshire. “We’re excited to partner with Mason and launch the first voluntary Paid Family and Medical Leave plan in the country.”
“Our charge is to build awareness and increase enrollment through an ongoing campaign that engages both employers and workers, and early results show our email campaigns and direct mailers with our new creative and messaging are performing beyond expectations.” added Field.
The New Hampshire Paid Family and Medical Leave plan was signed into law on June 25, 2021. The plan is available to all New Hampshire employers and New Hampshire workers. Coverage started January 1, 2023.
Television Commercial and Social Media Video: