DO YOU SEE ME AS EQUAL?

‘DO YOU SEE ME AS EQUAL?’

Encouraging men and women to #ShareTheLoad of household chores

Research has shown that men find it easier to divide responsibilities with each other, but not with their wives, which leads to 83% of women in India feeling that men do not see them as equals in the household. Ariel, a laundry detergent brand, launched its annual #ShareTheLoad campaign supported by BBDO India and posed an important question – “If men can share the load equally with other men, why are they not doing it with their wives?” When the campaign launched in 2015, 79% of men said they believe laundry is a woman’s job. Following the brand’s most recent campaign in 2022, that number decreased to 26%. The impactful message earned one Gold, two Silver and three Bronze medals across Effective Lotus, Digital & Social, Media and PR categories at ADFEST Asia.