Ariel Matic Award-Winning Campaign
Why is laundry always a mother’s job?
#ShareTheLoad
As everyone knows, in our society, 98% of households see women handling all the household work. The prevailing mindset is that household chores are solely a woman’s responsibility. In 2015, Ariel Matic launched a campaign aimed at changing this mentality, emphasizing that household work, especially laundry, isn’t just women’s work. The campaign addressed gender inequality in households and inspired people to rethink traditional roles. By highlighting a social issue, Ariel effectively promoted its brand and product. Since this issue resonates with everyone, the campaign was widely appreciated, leading to multiple impactful phases that specifically targeted fathers, sons, and societal perceptions.
Campaign Phases:
2015: Why is laundry only a woman’s job?
This phase posed a powerful question. It featured two elderly women discussing how times have changed. One of them proudly says that her daughter-in-law earns more than her son, adding that it’s better to be a woman now than in her time. But suddenly, her son calls out to his wife, asking why his green shirt hasn’t been washed. This moment raises the question: “If women today are excelling everywhere, why is laundry still considered only a woman’s job?” This phase directly targeted husbands, challenging their traditional mindset.
2016: Father #ShareTheLoad
This phase focused on fathers. It featured an emotional story where a father apologizes to his daughter for setting a wrong example—that household work is solely a woman’s job. He realizes that if he had taught his daughter that household chores are a shared responsibility between husband and wife, she wouldn’t have to juggle both her job and all the housework alone. The aim was to inspire fathers to set the right example for their daughters through their actions.
2019: Sons #ShareTheLoad
In this phase, a mother is shown talking to her married daughter, who shares how she had to quit her job because of the increasing housework post-marriage. Her husband doesn’t know how to contribute to household chores, leaving her to manage everything alone. Hearing this, the mother realises that she never taught her son household chores, and wonders how someone else’s mother would have. This phase aimed to inspire mothers to teach their sons household chores so that they can break free from traditional gender roles in the future.
2020: For Equal Sleep #ShareTheLoad
For generations, the unequal division of household work has impacted lives. Studies show that 71% of Indian women get less sleep than their husbands. Ariel’s fourth chapter of the #ShareTheLoad campaign was launched on World Sleep Day 2020, drawing attention to this disparity and urging men to share household responsibilities to promote equal sleep for all.
2023: See The Signs #ShareTheLoad
This phase focused on relationships, showcasing how unequal responsibilities can strain them and create distance between partners. It emphasised how sharing the load can help build stronger, healthier relationships.
Campaign Impact:
- In 2014, 79% of Indian men believed that household work was solely a woman’s responsibility. By 2018, this perception reduced to 52%, which is a significant change.
Analysis:
- Relevant issues like gender inequality were addressed, making the campaign highly relatable.
- Emotional storytelling in the ads created a strong connection with the audience, leaving a direct impact.
- The campaign was executed in multiple phases with a consistent concept, while also promoting Ariel’s product effectively.
Final Thoughts:
Through this campaign, Ariel highlighted a critical societal issue. It not only promoted social change but also effectively marketed its product. This campaign serves as a powerful example of how emotional connections can be used to promote a product while driving meaningful change.
Source:- https://www.ariel.in/en-in/about-ariel/share-the-load/the-share-the-load-journey
