Paid Sick Leave for Cows.
Kenyan dairy brand Too Good registered cows as workers and paid farmers the income they lost while a treated cow's milk could not be sold, removing the reason to sell contaminated milk.
- Brand
- Too Good
- Market
- Kenya
- Region
- Global
The challenge
Milk from cows treated with antibiotics can't be sold during the withdrawal period, so smallholder farmers either lose income or sell contaminated milk. The African Marketing Confederation reports that one in four milk samples in Kenya tests positive for antibiotics and that around 80% of the country's milk comes from smallholders.
The idea
Too Good registered dairy cows as 'economic workers' with paid sick leave. Farmers apply on WhatsApp for a cow that is recovering from antibiotic treatment; Too Good validates the request and pays the income lost over the three-to-five-day withdrawal period, removing the reason to sell contaminated milk (African Marketing Confederation; Ads of the World). Cannes Lions noted it was Kenya's first Grand Prix.
Results
- US$27,000 paid back to farmers within eight months for milk they had to withhold, the African Marketing Confederation reported
Case study source: African Marketing Confederation Source ↗
Awards
- Cannes Lions 2026Sustainable Development Goals LionsGrand Prix
- Cannes 2026: Bronze in Creative Strategy
Credits
- Production
- Fingerprint Films
