Pure Leaf's 'No' Grants Program Helps Mums Say No

This May, Pure Leaf is doubling its investment in its 'No' Grants program, which last year afforded 100 women with the financial support to say 'no' to the do-it-all pressures they face day-to-day. After receiving over 100,000 applications in 2022, Pure Leaf is now increasing its grant pool from $200,000 to $400,000. 

For its hero campaign spot Pure Leaf and Edelman have once again enlisted an all-female crew, including director Nina Meredith, who was pregnant during filming. Nearly everyone involved was a current, first-time mom or about to be, and agreed to be part of the project because of Pure Leaf’s mission to dismantle the barriers in the way of women saying ‘no’.  

Pure Leaf is also partnering with Elaine Welteroth, the youngest editor-in-chief in Condé Nast’s history and bestselling author of 'More Than Enough,' which won the 2020 NAACP Image Award for outstanding literary work. Elaine features in the hero creative exposing how the 'perfect mom' façade is an unrealistic archetype. 

Overwhelmingly, last year’s 'No' Grants recipients were able to say no to unhealthy work cultures, including saying ‘no’ to excessive working hours or demands. On average, they reclaimed nearly 10 hours in time.