Netflix Campaign

By Reuben “Tihi” Hayslett

In 2015, Netflix announced “unlimited paid family leave” but excluded hourly workers in customer service and DVD distribution centers, who earned $12–15/hour with no family leave benefits. This campaign sought to change that inequity.

Campaign Formation

Reuben Hayslett, working with the Working Families Party, partnered with Coworker.org, UltraViolet, Democracy for America, and NARAL Pro Choice America to pressure Netflix into extending paid family leave to all employees. The coalition’s online petition gathered over 108,000 signatures, which Netflix headquarters refused to accept.

Strategy & Execution

Using “Points of Intervention” analysis—examining consumption and production touchpoints—the team developed a creative tactic: inserting petition flyers directly into Netflix DVD envelopes. The extra weight triggered manual opening by DVD center employees, ensuring direct worker contact.

From 20,000 petition signers with DVD service, 187 confirmed inserts were distributed by the Working Families Party. The author personally followed up with 200+ supporters to explain the unconventional tactic.

Results

Netflix DVD workers began exploring unionization efforts. Rather than face organization, Netflix conceded: 3 months full-pay family leave for DVD workers and 3.5 months for customer service workers.

Key Lessons

• Creative tactics face internal resistance
• Metrics can be deceptive
• Strategy requires thinking about ripple effects