funding the push for paid leave
project overview
When the 2024 election made national paid leave feel further away than ever, I saw an opportunity to use Cocoon's position in the market to do something meaningful. I conceived and led this co-branded advocacy campaign from brief to launch, timed intentionally to the election results.
project type
campaign, writing
year
2025
Making Cocoon synonymous with paid leave advocacy
The goal wasn't just awareness — it was to make Cocoon the most credible, visible advocate for paid leave in the HR tech space. I wrote the campaign brief, built the partner strategy, and led execution across every channel.
The campaign tied product usage directly to advocacy: for every leave managed in Cocoon, we donated $1 to the push for national paid leave legislation. I secured partnerships with Bobbie for Change, Moms First, Paid Leave for All, and Chamber of Mothers — organizations whose audiences overlapped directly with ours — and built a dedicated campaign page featuring partner quotes, paid leave resources, and donation links for each organization.
The impact
The campaign raised $17,158 for paid leave advocacy organizations and brought Reshma Saujani of Moms First and Dawn Huckelbridge of Paid Leave for All into Cocoon's orbit as vocal supporters. More than a brand moment, it gave Cocoon a seat at the table in the national paid leave conversation, and a roster of advocacy partnerships that outlasted the campaign itself.