The Campaign

We made dads the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality down generations. The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry.

Creative Execution

The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry. As more and more people in India saw, shared and spoke about the message, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally, by marking odd days for men and even days for women to do the laundry. To take the odd-even message to every Indian household, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but also a calendar that most Indians follow to keep track of the good and bad days for travel, meetings, and other important events, so why not make it the strongest influencer for gender equality at home.

Results

Dads #ShareTheLoad created a movement that resulted in: • 50 million views and counting • 2 Billion Impressions • So far over 2.1 million men pledged to ShareThe Load • Earned media: $11 million and counting • Sales up by 76% • Engagement went up 4.6 times (the highest ever)

The objective of the film was to evoke consumer response on the issue of gender equality at home. Ariel created the social platform Dads#ShareTheLoad for consumers to voice their points of view. It opened the floodgates of opinion and debate which raised the emotional equity and share of voice of the brand and increased engagement levels by 4.6 times – the highest ever. The brand communicated directly to customers through a variety of media including social networking sites, blogs, video-sharing sites, etc. to create and enhance relationships with consumers all of which prompted unprecedented social sharing.

We knew gender inequality at home was a relevant issue. Digging deeper, we realized the root cause for this was the passing down of this prejudice from one generation to the next: children learning the behavior by watching their dads and growing up to imitate what they’ve seen at home. Which is why, research shows that 71% of children ask their mothers to do the laundry. This led us to ‘Dads #ShareTheLoad’ – a movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality by sharing the load.