Saturday, March 24, 2018
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Lessons Learned from Ariel’s Gender-Equality advocacy: Share the Load


Watch this heart warming video of Ariel’s campaign, #ShareTheLoad.

#SharetheLoad is Ariel’s campaign that challenges men worldwide to be catalysts of change in issues pertaining to gender stereotypes and patriarchal systems and change the mindset that household chores are the women’s domain and the men are exempted.

This powerful #SharetheLoad commercial video has gone viral across the world.

To break the traditional stereotyping,  the video features an elderly father writing an apology to his daughter for his failure to address patriarchal roles in the home. The commercial ends with the elderly man sharing the laundry load with his wife hoping that one little change can make all the difference.

Even Facebook CEO Sheryl Sandberg recently lauded the #SharetheLoad campaign . She posted the following on her FB page:

“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.

In this campaign, Ariel India, P&G, and BBDO Worldwide show how fathers and husbands can take small steps (like doing laundry) to create more equal homes. They won a at the 2015 Cannes Lions International Festival of Creativity for earlier work on this campaign. The real win is the way they are changing stereotypes and showing that a more equal world would be a better world for all of us.”

The #SharetheLoad campaign believes that if parents set an example by both mother and father sharing the burden of household chores, it will influence how their children and children’s children see household chores. If stereotyping becomes a part of children’s reality that the laundry is the woman’s domain, children will learn from what they see, and any inequality within their household is passed onto them. If their father never does the laundry, they will grow up believing it’s not ‘his’ responsibility and the gender roles become ingrained.

This is very true in the Philippine setting as well.

So what do you think? Do we men #ShareTheLoad? Of course we do, we love our wife and children, so let’s start now!

Please share this post so that other men can start sharing the load as well!









Ariel also took the #SharetheLoad campaign online, initiating the discussion with the hashtag as a talking point on social media. Women celebrities chimed in, asking men if laundry is only a woman’s job, and urging women to raise the question further.

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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