Procter & Gamble’s (P&G) detergent brand, Ariel, has recently released the sixth edition of its ‘Share The Load’ campaign. The latest ad film, titled ‘See the signs #ShareTheLoad,’ highlights the impact of unequal distribution of household chores on relationships, and urges men to do their fair share for a happy and equal marriage. Let’s explore the importance of sharing the load and how Ariel’s campaign is bringing awareness to this issue.
The Impact of Inequality in Household Chores on Relationships
A recent survey reveals that 65% of women feel an emotional distance from their spouse due to the unequal distribution of household chores. The burden of chores falling entirely on women leaves them stressed and gradually disconnects them from the relationship. Ariel’s latest film showcases the story of an elderly couple and how their relationship has changed over time due to the disproportionate load. The daughter notices signs of distance between her parents and confronts her father, leading to his realization that he has been taking his wife for granted. He vows to share the load, and the film ends with a poignant moment of the couple having a sip and chatting happily around the washing machine.
The Importance of Sharing the Load for a Happy and Equal Married Life
The conversations around gender stereotypes have evolved over the years, and Ariel’s ‘Share The Load’ campaign has adapted to the change. According to Sharat Verma, Chief Marketing Officer of P&G India, “81% of women feel that unequal distribution of chores has affected their relationships over time. Furthermore, 65% of women feel emotional distance from their spouse due to the unequal distribution of chores. When P&G spoke to couples with strong emotional connections, 95% of them said that distributing household chores helps improve their relationship in the long term. This campaign serves as a reminder to men that sharing the load is important for building a happy and equal marriage.”
The Evolution of Ariel’s #ShareTheLoad Campaign
Ariel’s #ShareTheLoad campaign has evolved over the years, starting with raising the question, ‘Is laundry only a woman’s job?’ in 2015. The 2016 ‘Dads Share the Load’ movement aimed to highlight the prejudices that pass down from one generation to the next. In 2019, with ‘Sons #ShareTheLoad’, the brand urged sons to #ShareTheLoad at home with the core question – ‘Are we teaching our sons what we are teaching our daughters?’ The Share The Load for ‘Equal Sleep’ campaign in 2020 highlighted the impact of the unequal division of chores on their wife’s well-being and leveraged it with men to drive an urgency to act. Last year’s film, Ariel See Equal #ShareTheLoad, was about seeing your spouse equally because when you see equal, you #ShareTheLoad.
Over the years, Ariel’s ‘Share The Load’ campaign is shedding light on the importance of equal distribution of household chores for a happy relationship. The brand’s latest campaign, ‘See the signs #ShareTheLoad,’ urges men to do their fair share and reminds couples to recognize the signs of inequality in their relationship. It is crucial for young couples to start sharing the load today to build a happy and equal married life.