|Title||#SHARETHELOAD COLOURING BOOK|
|Product / Service||ARIEL MATIC|
|Category||A02. Other FMCG|
|Entrant||BBDO INDIA Mumbai, INDIA|
|Idea Creation||BBDO INDIA Mumbai, INDIA|
|Josy Paul||BBDO India||Chairman & CCO|
|Ajai Jhala||BBDO India||Chief Executive Officer|
|Hemant Shringy||BBDO India||Executive Creative Director|
|Sandeep Sawant||BBDO India||Executive Creative Director|
|Balakrishna Gajelli||BBDO India||Sr. Creative Director|
|Aarti Srinivasan||BBDO India||Sr. Creative Director|
|Karan Nair||BBDO India||Sr. Copywriter|
|Vijay Kumar Vasala||BBDO India||Sr. Art Director|
|Omkar Rachha||BBDO India||Visualizer|
|Hitesh Shah||BBDO India||Head of Production|
|Manisha Sain||BBDO India||Associate Vice President - Planning|
|Aayushi Agarwal||BBDO India||Account Director|
|Sridhar Rao||BBDO India||Account Executive|
|Rajeev Mohite||BBDO India||Studio Visual Editor|
|Sudhir Pandey||BBDO India||Producer|
|Arun Udmale||BBDO India||Illustrator|
|BBDO Studio Team||BBDO India||Production|
|Devendra Sawant||BBDO India||Photographer|
#ShareTheLoad Colouring Book – a first of its kind gender equal colouring book, that carried images of men sharing the load of laundry, thereby painting a gender equal picture for young children so that they see and learn to share the load as they grow up.
We wanted #ShareTheLoad Colouring Book to create maximum impact and lead the way for children’s education curriculum. Here we tied up with India’s leading educational books publication house – Navneet. These #ShareTheLoad Colouring books were distributed to pre-schools and various learning centers to encourage children to see, learn and reassess their understanding of gender roles and responsibilities at home.
The idea of #ShareTheLoad colouring books, inspired a big publishing house like Navneet with reach of over 45,000 schools across the country to partner with Ariel and help provide guidance to solve for gender inequality at home. Educators at learning centers were appreciative of the way coloring books as a medium were used. By not restricting it to merely building creative and imaginative skills but using coloring to seed a seemingly complex thought, gave them a new way to build a future that is equal and unbiased. The message was further amplified by India’s largest parenting platform, Momspresso, with a reach if 10 million users.
#ShareTheLoad Colouring Book: a first of its kind gender-equal colouring book for children carries images of men sharing the load of laundry. Ariel tied up with Navneet, a leading educational publication with a reach of over 45,000 schools and distributed these unique colouring books in pre-schools and learning centers. Not only did it use a creative medium of colouring to pass on the strong message of gender equality, but also created a never used before medium to communicate a seemingly complex thought. Both, encouraging children to think about gender roles at home and grow up to paint a gender-equal tomorrow.
Ariel has been successfully challenging the cultural stain of gender inequality at home. Digging deeper we realized this was being passed down from one generation to another and that children learned this behavior only to grow up and imitate what they have been seeing and learning. This led us to tapping into the most popular source of learning for young children – colouring books. #ShareTheLoad Colouring Book – a first of its kind gender equal colouring book, carried images of men sharing the load of laundry, thereby painting a gender equal picture for young children so that they see and learn to share the load as they grow up.