Ariel launched the 4th chapter of the movement, #ShareTheLoad with aim to keep the conversation around unequal division of domestic chores within households alive, urging men to Share The Load.
A survey conducted by an independent 3rd party revealed a startling and uncomfortable truth – 71*% women in India sleep less than their husbands due to household chores. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest.
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The new film, launched across social media and digital platforms, seeks to highlight the impact of the unequal division of chores on their wife’s well-being, and leverage this with men to drive an urgency to act. From 79*% men in 2014 who thought laundry was only a woman’s job, the number has steadily declined, being 41% in 2019. However, even today, only 35*% of men contribute daily to household chores. Ariel has taken the onus to set the bar higher in 2020.
In a survey, most men agree that washing clothes in a machine are the easiest chore for them to start taking over. Thus, Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep.
The film, conceptualized by BBDO, is depicted from the eyes of a little girl devoid of any conditioning, who notices her mom is missing at night while she is asleep and continues to notice her running around doing multiple things, tired and sleepy. The father’s moment of realization is also in a way, driven by the daughter missing her mom at night.
Commenting on the Movement, Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent, said, “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”
Josy Paul, Chairman, and CCO - BBDO India adds, “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”
Credits for #ShareTheLoad for Equal Sleep
Agency: BBDO India
Chairman & Chief Creative Officer: Josy Paul
Chief Executive Officer: Suraja Kishore
Chief Creative Officer: Hemant Shringy
Associate Creative Director Copy: Karan Nair
Sr. Creative Director Art: Balakrishna Gajelli
Art Supervisor: Vijaykumar Vasala
Art Director: Omkar Raccha
Vice President: Mitul Shah
Account Manager: Shonali Hazari
Agency Producer: KV Krishna
Production house: Red Ice Films
Director: Shimit Amin
Executive Producer: Gary Grewal
Senior Producer: Vandana Singh
Producer: Vidya Muraleedharan
Music: Chris Zabriskie
Music Rearranged: Hanif Shaikh
Agency Partners:
Media agency: MediaCom
On-ground and Execution Partner: Geometry Encompass
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