The Campaign

‘Dads #ShareTheLoad’ – an social 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 in the home by sharing the load.

Creative Execution

The movement was led by a poignant film about a dad's self-realization and conversion, and about setting the right example by helping with laundry. As the video went viral, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally – odd days for him, even days for her.

Indication of how successful the outcome was in the market

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)

For 2016, the client brief was to go deeper with Share the Load: how can Ariel create deeper social change around the issue of gender inequality at home – where its product’s ability to wash away stain in one wash so that both men and women can do the laundry, plays an essential role. 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. 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.