Kin #WeNeedMoreLeave

Trigger warning: this content relates to miscarriage, stillbirth, and infant loss.

Kin Fertility is an Australian women’s healthcare company with a mission to empower women to have agency over their reproductive health and bodies. Miscarriages and stillbirth can be one of the most difficult events a parent can experience. Yet, many employer’s parental leave policies are not clear about what support is offered to parents. People leaders in businesses play an important role in normalising conversations around miscarriage and stillbirth, and acknowledging that these events warrant grief. During a time when a team member and their family are grieving, providing clear and supportive policies can alleviate stress, and give them time and space to grieve.

In 2022, Kin Fertility conducted a study talking to over 500 women across Australia, and prepared a white paper to understand the impacts of miscarriages*. The white paper revealed, amongst other findings, that most women need at least five days just to physically recover from a miscarriage*, yet the Commonwealth’s Fair Work Act only requires two days of paid bereavement leave.

At Kin, we knew something needed to be done. This powerful statistic became the basis for the #WeNeedMoreLeave campaign, supported by rigorous research and medical professionals, the campaign aimed to inform and educate businesses, calling on them to join the Kin movement and support at least 10 days of paid miscarriage leave for their employees - because if businesses change, society benefits.

*Miscarriage is defined as someone having a miscarriage within the first 20 weeks of gestation.

The campaign achieved the following results: 

  • 30 pieces of media coverage across the campaign period

  • 87 Australian companies, across 19 industries joined

  • 10,840 employees impacted

  • 108,400 extra days of miscarriage leave

  • 3,709 views on the campaign landing page

  • 4,391 sessions on the campaign landing page 

  • 15+ people of influence sharing their stories and spreading awareness of this movement

  • 4.7 million total impressions - including tagged posts, comments, shares and media coverage

Here are a few examples of the 30 pieces of media coverage the campaign received: 2GB Radio, Vogue, Daily Telegraph, Honey.Nine, The Australian, News.com.au, Perth Now, SmartCompany, Consultancy, BusinessNewsAustralia.

Most importantly, the campaign started a conversation and set a new benchmark for brands, that is leading to a better understanding, and greater empathy towards the needs of women’s health within the workplace.

To learn more or show your support, check out our website: kinfertility.com.au/weneedmoreleave