2 weeks is shit

U.K. Paternity leave is the worst in europe. So in partnership with the dad shift, we staged a mass protest outside the Labour Party Conference in Liverpool, putting that reality directly in front of the politicians deciding the outcome of the Government's ongoing parental leave review.

The creative gave the campaign's youngest members the loudest voice: babies across 25 towns and cities wore nappies printed with the slogan ‘Two Weeks Is Sh*t’ in brown ink. Alongside the event, the campaign used social first films and portraits to land the human cost of the current paternity allowance. Footballer Troy Deeney, presenter Hugo Toovey and former Royal Marine Jason Fox backed the campaign, fronting content in the run-up to launch.

Nappy brand Peachies SUPPORTED with nappies for parents around the natio and by amplifying the wider campaign.

lend your support at act.dadshift.org.uk.

United Kingdom
september 2026