Paid Sick Leave For Cows (case study)

When dairy cows are treated with antibiotics, their milk cannot be sold for several days due to mandatory withdrawal periods. For many farmers, this means losing a significant source of income, creating financial pressure that can lead to unsafe practices, including selling contaminated milk.

Too Good reimagined the relationship between farmers and livestock by recognizing cows as the true value creators in dairy production. Instead of leaving farmers to absorb the financial loss, the brand introduced Paid Sick Leave for Cows—a program that compensates farmers for the income lost while their cows recover.

The initiative covered the 3–5 day antibiotic withdrawal period, paying farmers for every day a treated cow was unable to produce sellable milk. By removing the economic penalty of responsible treatment, the program encouraged farmers to report illness, isolate contaminated milk, and follow food safety regulations without sacrificing their livelihoods. Rather than treating animal healthcare as a cost, the campaign reframed it as an investment in safer food production and more sustainable farming.

Paid Sick Leave for Cows aligned the interests of farmers, consumers, and the dairy industry. By financially supporting responsible farming practices, the initiative reduced incentives to introduce antibiotic-contaminated milk into the food chain while improving farmer welfare. The innovative approach attracted international attention and earned recognition at major creative awards, including a shortlist at the Cannes Lions.