According to an analysis by the Netherlands Institute of Human Rights, women with a flexible employment contract run a great risk of being discriminated against because of their pregnancy or early motherhood. The Insititute and De Wolven have been working together for years to put this issue on the map and the same goes for this project. It was up to us to make a wide public aware of the consequences of pregnancy discrimination, including women and employers, but also politics.
Developing media strategy aimed at personal stories
Press approach based on personal contact
Despite the fact that there is already a lot of attention for the subject, the outcome of the analysis is a reason for media to tackle pregnancy discrimination broadly again. For example, Chairman of the Board Adriana van Dooijeweert was a guest at Tros Radar to talk extensively about the subject. Furthermore, there was ample attention for pregnancy discrimination in, among others, the Financieele Dagblad, Trouw, Telegraaf, Nu.nl, but also in various regional media, on the trade union website FNV.nl and on various maternity support websites.