Company Goal: Mirza approached Clarity to create a multi-pronged campaign highlighting the motherhood penalty women across the US face.
Clarity’s Challenge: To position Mirza as thought leaders while driving awareness of their new tool for consumers and employers.
For Women’s History Month, Clarity worked with Mirza to create a multi-pronged campaign highlighting the motherhood penalty women across the US face. The campaign launched at a pivotal time in the United States, with four times as many women as men leaving the workforce in order to care for their families. The women who remained in their professional roles were faced with the grappling reality of losing critical childcare resources (school, daycare, caregiving services), balancing motherhood, and caregiving alongside their full-time positions.
Clarity worked closely with Mirza’s co-founders to develop a white paper and proprietary research around the Motherhood Penalty to understand the awareness of the penalty among a key demographic – working women. The results were astounding. While not every woman surveyed understood the Motherhood Penalty, an overwhelming 73% of women said that they thought having a child would hold them back in their careers.
After analyzing the results, we crafted a comprehensive, multi-faceted communications strategy that tied the research to Mirza’s market fit for consumers. Our overarching messaging highlighted the dire need for systemic change but also acknowledged that in the interim, Mirza can help.
We told the story through the release of a white paper entitled, ‘Rolling the Dice,’ that lived on Mirza’s website, positioning Mirza as thought leaders whilst driving awareness of their new tool for consumers and employers. The research and report were structured in a way that we could scale it to be an annual study, demonstrating the evolution of the Motherhood Penalty over time.