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.

The Brief

• Overall budget: 10 lakh • Breakdown of costs: a. Illustrations of the storybook: 80,000 b. Print production: 420,000 c. Manpower resources: 4,00,000 d. Miscellaneous: 1,00,000 • Paid Media budget (where applicable): NA

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

#ShareTheLoad Colouring Book – a first of its kind gender-equal colouring book for children carries images of men sharing the load of laundry. This unique Colouring Book was activated by tying up with Navneet, an educational publication with a reach of over 45,000 schools and distributed in pre-schools and learning centers across the country. While colouring activities were being conducted, with the help of educators, children were also encouraged to think and reassess their understanding of gender roles at home. They experienced the brand’s thought of learning to sharing the load as they grow up and create 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.