In most Indian homes, there’s glaring gender disparity, especially when it comes to division of domestic responsibilities. It’s the women who are invariably expected to contribute to a major chunk of household chores such as laundry. A big reason for this is that while daughters are given an all-round upbringing, the sons at home are not even taught essential skills like cooking or doing laundry. These sons then become husbands who are not prepared to shoulder responsibilities at home.
Can a brand campaign help curb this inequality that exists in households and change people’s mentality? Well, going by Ariel’s #ShareTheLoad campaign, the answer is yes. It encourages men to be equal partners when it comes to participating in chores at home. Before, we tell you more, watch the video:
Ariel has taken up the cause to address the inequality at home, and asks a very pertinent question – ‘Are we teaching our sons what we have been teaching our daughters?’. Their latest video talks about how children learn what they see and if they grow up in a home that encourages inequality, it might become a part of their value system.
Mothers are the best changemakers and have it in them to create an equal tomorrow. This insight beautifully comes across in the video. Raising sons and daughters in the same manner and teaching them the same values will go a long way in creating a future that is free of prejudices. Ariel believes that like most things, change begins at home and getting your sons to help you out with simple tasks such as laundry with Ariel’s products is a great place to start. This video has struck a chord with people and is being widely appreciated and shared.
The campaign started in 2015 with a question that got everyone thinking - ‘Is laundry only a woman’s job?’. In 2016, the film questioned people as to ‘Why is laundry only a mother’s job?’.
There is definite change we have seen since Ariel raised the issue. In 2016, 63 percent* married men thought that household work was a woman’s responsibility. However, in 2018, this number dropped to 52 percent*. It’s clear that what started off as a brand campaign has today matured into a movement and become an agent of social change, and this is where the true success of the campaign lies.
* Disclaimer: Survey conducted by Nielsen, supported by Ariel with 897 respondents across Mumbai, Delhi, Chennai, Bengaluru
(At The Quint, we are answerable only to our audience. Play an active role in shaping our journalism by becoming a member. Because the truth is worth it.)