Over the last 5 years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households urging more and more men to #ShareTheLoad. In the latest chapter in the ongoing campaign, Ariel says that “What we learn in crisis will help in times of comfort. When we share the load, we multiply the love.”
The campaign looks to serve as a reminder of how in times of crisis family members have all come together to work as a unit and share the load of household chores. The film has surpassed 10 million views said the brand and is a throwback to the last 5 years of effort the brand has put in furthering this cause by raising pertinent conversations, as it brings back all its past editions.
“The recent times have been challenging and unlike anything we have seen before,” said Sharat Verma, CMO, P&G India, and Head, Fabric Care Indian Subcontinent. “But crisis is a great teacher. Today, more men are actively participating in household chores than ever before, and have probably realized through first-hand experience, the amount of effort and time it takes to balance work and household chores.”
An ongoing message
In 2015, the brand raised a triggering question ‘Is laundry only a woman’s job’ drawing attention to the uneven distribution of domestic chores in India. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at helping to address the root cause – which is the cycle of prejudice passed down from one generation to the next. Children learn what they see and, if there is inequality within the household, it will end up being passed on to the next generation.
In 2019, with Sons ShareTheLoad, the core triggering question of the movement was – “Are we teaching our sons what we are teaching our daughters”? To address this, the film asked the mothers to be the change-makers, and change the way they are raising their sons, keeping them ready to ShareTheLoad tomorrow. 2020 Share The Load for Equal Sleep was all about impact and action. It highlighted the impact of the unequal division of chores on their wife’s well-being and leveraged it with men to drive an urgency to act.
The brand has seen a significant jump in families striving towards Gender Equal homes ever since the lockdown began. Fathers, sons, and husbands are slowly embracing the idea of being equal support to their mothers, sisters, and wife who have otherwise been primary caretakers of the family, lifting the majority of the weight of the chores. Ariel through this video aims at giving out a message to all Indian households to continue sharing the load and make it a norm rather than an exception.
The campaign has also run activations including #ArielShareTheLoad challenge on Tik Tok, tie-up with Global ASMR artist Gibi, or the daily social media challenge called #ShareTheLoad star have created a lot of buzz for the campaign. Over the last 5 years, Ariel has been able to impact the thought process for millions of men. From 79**% men in 2014 who thought laundry was only a woman’s job, the number has steadily declined, being 41*% in 2019.
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June 12, 2020 at 09:38AM
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New Share The Load Film Shows How Families are 'Multiplying Love' During COVID-19 Crisis - Branding in Asia Magazine
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