First 5 California
Strong Leave for Strong Families
For the last two years, RSE supported the advancement of First 5 California’s policy priorities around Early Childhood Education, home visiting and Paid Family Leave through strategic counsel, collaborating with partners, surveying voters, securing media stories at crucial times during the legislative process and creating the Strong Leave for Strong Families brand and website.
A legislative priority for First 5 California in 2020 was supporting the expansion of Paid Family Leave through the passage of SB 1383.
The PR team, with RSE leading the strategic approach, collaborated with First 5 California staff, California Work and Family Coalition and Legal Aid at Work to inform a comprehensive plan to build support of the bill leading up to the floor vote.
The highly targeted digital media placements performed higher than industry benchmarks and delivered nearly 700,000 impressions at a crucial part of the campaign. Despite strong opposition and long odds, SB 1383 was passed and signed into law.