BIYP offers parents the opportunity to be part of their children’s working life for a day.
Brands2Life launched the campaign with LinkedIn three years ago, following research that showed one in three parents had no idea what their child did for a living.
The integrated campaign, which has so far inspired more than 55,000 parents to visit their children’s offices, involves PR, content and social media elements that will run from now until November.
Brands2Life co-ordinates the campaign globally. This year it will run across 17 countries: the UK, US, France, The Netherlands, Sweden, Italy, Spain, Brazil, Australia, India, Canada, Singapore, China, Japan, Ireland, New Zealand and Hong Kong.
As LinkedIn's retained consumer agency in the UK, Firstlight will manage BIYP in the UK market. This year LinkedIn also brought in London-based PR consultancy Kallaway to work on a separate research element to the campaign.
Danielle Restivo, head of global programmes at LinkedIn, said: "We all expect and need active support and understanding of our careers. Although coaching-led, reflective workplaces are increasingly the norm, workers aren’t taking advantage of the guidance on offer outside of the office and this could be holding them back. As the world’s largest professional network, it makes sense for our biggest marketing campaign to address this issue – and we want even more businesses to get behind Bring In Your Parents Day this year."
LinkedIn has more than 18 million members in the UK, making it the social network's third largest market after the US and India, and more than 364 million members globally.