Satirical Books Teach Babies to ‘Get Their Sh*t Together’ to Highlight Lack of Paid Family Leave

Hornet partnered with Mother LA and Paid Leave for All to help babies across the country learn how to take care of themselves, since American parents have no guaranteed paid family leave.

Hornet created animated PSAs and designed interactive physical books to teach babies how to stay safe, stay fed, and accrue lots of debt while their parents go back to work. The book series teaches babies how to stay safe, stay fed, and accrue lots of debt in the process. The striking satirical campaign emboldens us all to demand change by signing a petition to Congress.

'Get Your Sh*t Together, Baby' is a darkly comedic national effort to spotlight the fact that many Americans have to choose between their family and a paycheck when they welcome a new baby.

Only 25 percent of U.S. workers have access to paid family leave through an employer and nearly one in four employed mothers have returned to work within two weeks of giving birth.

Paid Leave for All is a national campaign that leverages policy expertise and research, partnerships and grassroots members in the field, and storytellers and communications tools to enact a comprehensive and inclusive federal paid family and medical leave programme.

The spots were helmed by Hornet director Natalie Labarre, whose unique experience designing engaging children's books as well as sophisticated, graphic 2D animation brought this work to the next level and expanded on potential for interactivity within the books. 

Hornet enlisted an LA-based fabricator Merritt Productions to produce the physical books, with custom interactive elements like a credit card reader, zapping outlets, a door lock, and a gas stovetop. 

The team that brought this work to life was led by and predominantly made up of women, and was extremely energised by the mission of the work. The campaign aims to spark conversation and action toward parental care that is long overdue. 

Natalie Labarre, director, says: “The writing and overall concept from the agency were so strong, it just made us want to get started on helping them develop the visuals for it right away. And I just so happen to have a masters in children’s book illustration, so it was meant to be. It’s pretty rare to have a chance to flex the super specific techniques I acquired from grad school so I was thrilled to pull those out of the hat.”

Natalie Labarre, Director: “In short, the goal was to make these as engaging as possible to keep you turning the page and get the message out. Throughout this process, from making the books as a team to watching people react to the campaign, I was not expecting how many conversations the project would trigger about how this has affected people. I can’t stop reading the comments online, story after story - makes you so mad and in awe of how strong people are, but they shouldn’t have to be. I’m just super grateful to have been able to join a lovely group of people who feel the same way and put a lot of love into this work. 

Jo Arghiris, EP, says: “Having come from a country where paid maternity leave is a given [UK], I was shocked to learn that here in the US, the rules are very different. I was fortunate enough to work for a company that took more of a European approach to maternity leave when I had my kids, but I know I was most definitely in the minority.  If you really think about it, the lack of support for new parents hits in ways that extend way beyond no paid leave. You hit roadblock after roadblock that will challenge you not only financially, but physically and mentally as well.  And I have to say, it’s an absolute travesty.  I feel proud to have done my part for Paid Leave for All. I sincerely hope that things start to change.”