Labour Isn’t Working

From Labour Ward to Labour Force: A Campaign for Change

Overview

The Female Lead approached Sane Seven Studio to help launch their latest research on working mothers. To make an undeniable impact, we created a bold, visual statement—drawing inspiration from the famous “Labour Isn’t Working” campaign.

The Challenge

The research revealed a stark reality:

• 47% of mothers dissatisfied at work will quit within a year.
• Many workplaces still lack real support for returning mothers.

The challenge? Turning these statistics into something people couldn’t ignore.

The Idea

Sane Seven Studio developed the concept of recreating the iconic “Labour Isn’t Working” poster—this time with over 50 pregnant women, symbolising the workforce pipeline that businesses risk losing.

The shoot brought together women from diverse backgrounds to stand as a collective force, visually reinforcing the urgency of the issue.

Impact & Results

• A powerful, shareable image that put maternity discrimination in the spotlight.
• A major launch moment for The Female Lead’s research, ensuring widespread engagement.
• A campaign that resonated with businesses, urging them to rethink how they support mothers in the workplace.