Promoting Paternity and Parental Leave at Fujitsu

This document is a case study detailing an initiative by Fujitsu aimed at promoting and normalizing the use of paternity and parental leave among fathers. The project sought to challenge stereotypes and raise awareness about the benefits of these leave policies, thereby fostering a family-friendly culture within the organization. Despite existing policies, statistics indicated that only 64% of fathers utilized paternity leave, with a mere 8% taking parental leave as of February 2024, highlighting a significant gap in awareness and usage. To address this, Fujitsu launched a dedicated campaign that included relatable narratives and infographics to educate employees. Key elements of the campaign were two podcasts featuring engaged fathers and mothers discussing their experiences with leave. The initiative has already seen positive outcomes, including increased understanding among employees and a 2% rise in the number of fathers taking parental leave. Overall, the project serves as a model for future campaigns focused on organizational change through storytelling.