See the Signs of 'Silent Separation'
Award: White Pencil
White Pencil / Sustained Impact / Campaign Communications / 2024
Ariel’s #ShareTheLoad began in 2015, reimagining Ariel’s role as a household supplies brand by asking—"Is laundry only a woman’s job?
2023 we shifted our focus to how consequences of not sharing the load could lookover time.
OUR INSIGHT:
Women start withdrawing silently from relationship over time because of unequal sharing of household chores.
CREATIVE STRATEGY:
Make men realise that unequal sharing of load is negatively impacting their relationship over time.
IDEA:
Make people #SeeTheSigns of Silent Separation.
See the signs of household gender inequality and how it hurts relationships.
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