The Dad Shift
Campaign for Better Paternity Leave
The Dad Shift is a grassroots advocacy movement led by fathers and co-parents, campaigning for better paternity leave in the UK. With statutory leave set at just two weeks and £184.03 per week, many fathers are excluded from meaningful time with their newborns, leading to long-term impacts on family wellbeing and gender equality.
OBJECTIVE
To raise awareness of the inequity in UK paternity leave, build momentum for policy reform, and generate funds to fuel the movement’s campaigning efforts. The aim was to engage a broad demographic of fathers, co-parents, and allies through a creative, wearable campaign that sparks conversation and builds visibility.
STRATEGY
Aphra collaborated with The Dad Shift to design a series of bold, witty, and socially resonant t-shirts that could be worn proudly by campaign supporters. Working closely with co-founders George Gabriel and Alex Lloyd Hunter, we crafted slogans that balanced humour with urgency—prompting action while reinforcing the campaign’s serious mission.
Client
The Dad Shift
Year
2024
Impact
Launched a line of fundraising t-shirts that boosted visibility for The Dad Shift
Strengthened community engagement through social media sharing and event presence
Supported advocacy by generating unrestricted campaign income
Positioned The Dad Shift as a modern, creative force in the social change space
Social Value
By using design to challenge policy, this campaign helped normalise conversations around gender equality in caregiving. The shirts became a medium for storytelling, connection, and resistance—giving supporters a voice, and The Dad Shift a platform for influence.