The #SharetheLoad campaign is about how fathers and husbands can take little steps in doing simple things like laundry that can create an equality at home. Ariel India, P&G and BBDO Worldwide wants to change the stereotypes and by this video they are showing how a mother and a father can equally have the same chores at home. The video also won at the 2015 Cannes Lions International Festival of Creativity for earlier work of this campaign.
Facebook CEO Sheryl Sandberg has applauded the #SharetheLoad video of Ariel because it challenges men around the world to be the catalyst of change specially on the stereotypes of patriarchal system. Sandberg also recognises the Ariel’s laundry brand for encouraging the man of the house to take some of their wife’s chores.
“This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys play house they model their parents’ behavior; this doesn’t just impact their childhood games, it shapes their long-term dreams.
Ariel like to encourage all parents to reflect on their behaviour because they are influencing their children to do the same in the future. Stereotyping becomes the reality of every children that is why I am teaching my kids that every chores we have at home is not divided base on sexuality, but it is everyone’s chores. When you see it is messy you clean it up, you don’t need to call mommy to do it. I’ve seen inequality most of my life that is why I wanted to let my boys know that because they growing up to be the patriarch they don’t need to do chores, but they should help their future spouses and teach their future kids that equality starts at home.
As part of this global campaign on women empowerment, Ariel furthers gender-equality initiatives in the Philippines through the #AhonPinay campaign. Launched in March 2016 in support of the Philippine Commission on Women’s (PCW) celebration of National Women’s Month, the #AhonPinay campaign focuses on uplifting women in their selected vocations. This is in line with the theme for the 2016 National Women’s Month celebration, “Kapakanan ni Juana, Isama sa Agenda,” which resonates the call for gender-balance in leadership and decision-making positions in the public and private sector, inclusion of women’s concerns in leadership platforms and the government’s development agenda, and capacitating women to reach their ambitions.
Ariel is the only fast-moving consumer goods brand actively involved in the National Women’s Day initiatives. As the brand continues to empower women, #AhonPinay will also support the Technical Education and Skills Development Authority (TESDA) – Women’s Center through a grant that will help women with their training courses. #AhonPinay will also tap various women’s advocacy groups to uplift, empower, and inspire women by raising gender equality awareness and bringing relevant issues not only in the workforce but in daily lives.
#SharetheLoad and #AhonPinay are both part of Ariel’s global women empowerment campaign, in recognition of its unique role to engage women around the world in promoting gender equality and equal opportunity.
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