BouwBox

BouwBox

Research showed that although paternity leave was available, it was rarely taken because of preconceptions, even though science shows that it can help reduce inequality. Studio (ink). created the idea of the BouwBox. This is a box of symbolic building blocks with a magazine that encourages people to think about equal caregiving responsibilities in young families. Through personal stories and changing perspectives, paternity leave becomes normal instead of unusual. In a pilot program, ABN AMRO tested the box and gave it as a gift to new parents. This led to a big increase in the number of people taking parental leave, from 49% to 85%. Participants also noticed a positive change in the company culture, with more freedom, success, and calmness. Because of this, ABN AMRO wants to give the BouwBox to all new parents.