#SHARETHELOAD COLOURING BOOK

Title#SHARETHELOAD COLOURING BOOK
ClientP&G INDIA
Product / ServiceARIEL MATIC
CategoryA02. Other FMCG
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA

The Campaign

#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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

Name Company Position
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