Here in our household, we strongly believe in and implement shared responsibility. My husband and I are both very active in parenting our children AND managing our household despite his line of work. Yes, everyone–including the boys–help out in the house.
We often get negative reactions about this set up, like some of my husband’s friends and colleagues telling him that he shouldn’t be doing such things because he’s the “man of the house.” Believe it or not, even at this time, there are people who question why I work and not just manage the house and why my husband is helping out at home.
But, despite all these being said to us, we agreed that if we want both our children to grow up responsible AND respectful to both men and women, we have to live by example. That’s why I’m so happy to see Ariel’s #ShareTheLoad ad. It’s about time a brand spoke up about gender equality!
And I’m not the only woman who thinks this ad is a powerful one. When I shared the video, it garnered lots of reactions, especially from families who experienced being judged for sharing the load at home. I don’t understand why this is a bad thing for so many people when we should celebrate men who share the load, right?!
Among the many women who found the ad powerful is Facebook’s Sheryl Sandberg. In her Facebook account, Sandberg recognized Ariel’s laundry ad for encouraging men to take their share of household chores and its efforts to support female initiatives:
“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.”
BEHIND THE HASHTAG
The #SharetheLoad idea was hinged on the insight that more and more children believe that household chores are only a mother’s job, which shouldn’t be! Ariel would like to encourage parents to reflect on their behaviours that influence how the next generation see household chores–and gender stereotypes. Stereotypes become part of children’s reality, and the laundry becomes mom’s domain. Children learn from what they see, and any inequality within their household is passed onto them. If their father never does the laundry, they are going to grow up believing it’s not ‘his’ responsibility. Those gender roles become ingrained.
The ad started an international movement, with both women and men chiming in to support gender equality that starts at home. And I’m glad that Ariel Philippines has also taken the initiative to further gender equality initiatives in our own country through the #AhonPinay campaign.
Launched in March 2016 in support of the Philippine Commission on Women’s (PCW) celebration of National Women’s Month, the #AhonPinay campaign focuses on uplifting women in their selected vocations. This is in line with the theme for the 2016 National Women’s Month celebration, “Kapakanan ni Juana, Isama sa Agenda,” which resonates the call for gender-balance in leadership and decision-making positions in the public and private sector, inclusion of women’s concerns in leadership platforms and the government’s development agenda, and capacitating women to reach their ambitions.
Ariel is the only fast-moving consumer goods brand actively involved in the National Women’s Day initiatives. As the brand continues to empower women, #AhonPinay will also support the Technical Education and Skills Development Authority (TESDA) – Women’s Center through a grant that will help women with their training courses. #AhonPinay will also tap various women’s advocacy groups to uplift, empower, and inspire women by raising gender equality awareness and bringing relevant issues not only in the workforce but in daily lives.
#SharetheLoad and #AhonPinay are both part of Ariel’s global women empowerment campaign, in recognition of its unique role to engage women around the world in promoting gender equality and equal opportunity.
DADS, MOMS–JOIN THE MOVEMENT TODAY! Let’s all #ShareTheLoad!