Ariel India's ‘share the load’ campaign truly struck a chord with the people, it makes people cry. The campaign actively urges the men to share the load with the women at home. Ariel has run a number of campaigns along the same lines, but with new dimensions and scenarios to convey the message of gender equality.

TIME-STAMPS:

[00:01] Is laundry only a woman’s job? #ShareTheLoad
[00:29] Would you marry your daughter to someone who wouldn't Share The Load? Dads #ShareTheLoad
[02:28] Are we teaching our sons what we have been teaching our daughters? Sons #ShareTheLoad
[05:05] - #ShareTheLoad for Equal Sleep
[08:03] #ShareTheLoad See Equal to Share Equal

Here are the 5 heart-warming ad campaigns of Ariel India:

1. Is laundry only a woman’s job? #ShareTheLoad - 2015

The first film was about the inequitable distribution of domestic labor. The film depicts two seniors expressing their delight at the changing professional landscape of women, while her daughter-in-law earns more than her son, as she is seen working in the background, just as her husband pokes his head out, asking her about not washing his green shirt. The film concludes with the question, "Is laundry only a woman's job?"

2. Why is laundry only a mother’s job? Dads #ShareTheLoad - 2016

The second film of the #ShareTheLoad campaign went viral in 2016, focusing on the father's perspective. In India, two out of every three children believe that their mother is responsible for household chores, reflecting the gender dynamics of housework tasks they observed at home. Over time, stereotypes become part of a child's reality, and the laundry room becomes Mum's domain. Because children learn through observation, the inequality they witness at home will be repeated in their adult lives and passed down to their children.

In the touching film, we hear a father apologizing to his daughter. He did not set a good example for his children, but he sees an opportunity to make a difference with one small change.

3. Sons #ShareTheLoad - 2019

Today, more men are sharing the burden than ever before. Despite progress, our society is still a long way from complete household equality, which is why the movement resurfaced. Sons #ShareTheLoad, the influential campaign's third film, depicts a mother recognizing the inherent unequal way in which she raised her two children and then correcting the situation by teaching her son how to do laundry. So, here's a question for all of us: Are we teaching our sons what we have been teaching our daughters?

4. #ShareTheLoad for Equal Sleep - 2020

For generations, people have experienced unequal division of household chores. This is why, according to studies, 71% of Indian women sleep less than their husbands. Ariel's fourth chapter of the #ShareTheLoad campaign was launched on World Sleep Day 2020 to draw attention to this and encourage men to #ShareTheLoad.

The campaign video depicts the reality of women around the world, in which they are frequently the first to rise and the last to retire. When one of their most basic needs, sleep, is disrupted in this way, the men around them must step up to assist. It was a particularly powerful message in 2020, when men realized they needed to work not only from home, but also at home, and that sharing the load meant sharing love.

5. #ShareTheLoad See Equal to Share Equal - 2022

Ariel in the fifth and newest film 'See Equal' is urging men to be equal partners playing Equal roles. Because when we see equal, we #ShareTheLoad. It's raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?”.

The reasons for this disparity could be numerous, but it was concerning to learn that 80 percent of women believe their partners are capable of performing household tasks but refuse to do so. Men who choose to do housework with other men are not doing their fair share of housework with their wives. This 'choice' revealed a mindset problem caused by years of unconscious bias, with 83% of women believing that men do not see women as equals when it comes to housework.

This film reminds families that true equality can be observed only when household chores are shared. Because when we SEE EQUAL, we SHARE THE LOAD!

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