#ShareTheLoad, an Indian advertising campaign created by advertising agency BBDO India for the washing powder brand Ariel has struck a chord worldwide. The advertisement questions the practice of assigning laundry duty to the women of the house. It reasons that in a time where so much emphasis is given to women and their independence, the duty of doing laundry must be equally shared with the man of the house too.
The advertisement takes the emotional route to address the problem. We see a father plead guilty to his daughter for unknowingly encouraging this act of gender discrimination. The resolution in the end encourages Indian families to stop knowingly / unknowingly discriminating women and urges them to #ShareTheLoad.
The advertisement won high praise from Sheryl Sandberg, Chief Operating Officer of Facebook and committed writer-activist who spoke about the campaign on Facebook. Here’s her quote:
This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys play house they model their parents’ behavior; this doesn’t just impact their childhood games, it shapes their long-term dreams.
In this #SharetheLoad campaign, Ariel India, P&G, and BBDO Worldwide show how fathers and husbands can take small steps (like doing laundry) to create more equal homes. They won a #GlassLion at the 2015 Cannes Lions International Festival of Creativity for earlier work on this campaign. The real win is the way they are changing stereotypes and showing that a more equal world would be a better world for all of us.
Well, it’s a wonderful sign to see Indian advertising hogging the limelight for the right reasons, no?