Minnesotans pride ourselves on our perseverance — pushing a car out of a snowbank is just an average Monday morning for us. But as much as we love to muscle through, we all need to pause eventually.

Minnesota Paid Leave is an essential, trailblazing statewide paid family and medical leave program, giving workers up to 20 weeks of paid time off to care for themselves or the people they love.

With a launch date of January 1st, 2026, our challenge was to empower Minnesotans to use their benefits when life happens — we needed a campaign as warm and empathetic as the communities the program was built for.