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<ul><li>Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. </li><li>The findings were a part of a survey conducted by an independent 3<sup>rd</sup> party.</li><li>The aim of the campaign is to help keep conversations around unequal division of domestic chores within households going. </li></ul><br /><keyword id="113077" type="COMPANY" weightage="20" keywordseo="Ariel">Ariel</keyword> India's campaign #<keyword id="3258116" type="PERSON" weightage="20" keywordseo="ShareTheLoad">ShareTheLoad</keyword> has been instrumental in sparking conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the 4th chapter of ShareTheLoad under which it undertook a survey that revealed that 71*% women in India sleep less than their husbands due of household chores. <br /><br />Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. In fact, in many households, women are the first to wake up and last to sleep. This time, the conversation is about these unaccounted hours of early mornings and late nights, which are usually spent in wrapping up the chores she couldn’t complete during the day! When men don’t share the load, what ends up getting impacted is a basic and everyday phenomenon – sleep! Lack of sleep is thus almost an indicator, of the inequality within the household.<br /><br />The new film, launched across social media and digital platforms, seeks to highlight the impact of unequal division of chores on their wife’s well-being, and leverage this with men to drive an urgency to act. Over the last 5 years, Ariel has been able to impact the thought process for millions of men. From 79**% men in 2014 who thought laundry was only a woman’s job, the number has steadily declined, being 41*% in 2019. However, even today, only 35*% men contribute daily towards household chores. Ariel has taken the onus to set the bar higher in 2020. In a survey, most men agree that washing clothes in a machine are the easiest chore for them to start taking over. Thus, Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep. After all, with Ariel anyone can get an outstanding clean, no matter who does the laundry! <br /><br />The film, conceptualised by <keyword id="6583398" type="COMPANY" weightage="20" keywordseo="BBDO">BBDO</keyword>, is depicted from the eyes of a little girl devoid of any conditioning, who notices her mom is missing at night while she is asleep and continues to notice her running around doing multiple things, tired and sleepy. The father’s moment of realization is also in a way, driven by the daughter missing her mom at night.<br /><br />
  
  <div type="Youtube" id="QAxm23SjHDo" title="Unequal division of household chores is keeping women awake. #ShareTheLoad - for equal sleep" thumbUrl="https://i.ytimg.com/vi/QAxm23SjHDo/mqdefault.jpg"></div>





<br />This inequality within households manifests itself in many more ways for the woman. More than half* the women feel that their children miss out on them due to the burden of household chores these women must carry. 3 out of 5* women agree that they feel tired during the day. Interestingly, in the same survey, half the women agreed that if they had some free time during the day, they would wish to sleep instead of doing any other activity.<br /><br />Noted film-maker and author <keyword id="7057090" type="PERSON" weightage="20" keywordseo="tahira-kashyap-khurrana">Tahira Kashyap Khurrana</keyword>, who watched the film, said, “The film has opened my eyes to a harsh reality. Sleep is a basic need, and if that starts to get impacted, it is a matter of time that health and well-being will take a hit too. When husbands don’t do their bit, it impacts their partner’s everyday life, which most men don’t even realise. I just want to convey to men that if they really love and care for the women in their lives, nothing should stop them from being Equal Partners at home. Ariel is showing an easy way to take that first step, and #ShareTheLaundry to #ShareTheLoad.”<br /><br />Commenting on the Movement, <keyword id="553506" type="PERSON" weightage="20" keywordseo="Sharat-Verma">Sharat Verma</keyword>, CMO, P&amp;G India and Head, Fabric Care Indian Subcontinent, said, “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”<br /><br /><keyword id="224869" type="PERSON" weightage="20" keywordseo="Josy-Paul">Josy Paul</keyword>, Chairman and CCO - BBDO India adds, “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”<br /><br />Ariel India launched the #ShareTheLoad movement in India to address the inequality that exists within Indian households. In 2015, we raised a triggering question ‘Is laundry only a woman’s job’ drawing attention to the uneven distribution of domestic chores. With ‘Dads Share The Load’ in 2016, the conversation was aimed at helping to address the root cause - the cycle of prejudice passed down from one generation to the next. In 2019, we started to drive action, urging parents to raise their sons like they have been raising their daughters, so that the future generation is more equal!<br />

Ariel's latest #ShareTheLoad edition highlights 71% of women sleep less due to household work

<ul><li>Its 2022, and yet 83% women feel that men don’t see women as equal.</li><li>Ariel's new #ShareTheLoad film See Equal aims to get men to think and introspect their actions at home.</li></ul> Over the last 7 years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the #SeeEqual film, to inaugurate the 5th edition of ShareTheLoad. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is urging men to be equal partners playing Equal roles. Because when we see equal, we #ShareTheLoad.<br /><br />During the lockdown, everyone got confined to their homes which transformed into offices, schools, playgrounds overnight. So many men took to household chores actively and proudly- be it cleaning, cooking or laundry. And while this trend faded as the pandemic eased out, it established that men are open to change and can take up chores when needed. Additionally, a new study by an independent third party revealed a startling fact - 73%* men agreed that they did their share of household chores when they were staying with other men or roommates. So, if men have taken responsibility of chores in the past, what stops them from doing this as partners?<br /><br />Ariel's new film- See Equal raises this pertinent question to men. The reason for this disparity could be many but it was alarming to find that 80% women believe their partners know how to do household tasks but choose not to do them. The same men, who chose to take up household chores when living with other men, are not doing their share of work in the house with their wives. This ‘choice’ signaled a mindset issue arising from years of unconscious bias, and 83% women felt that men don’t see women as equal when it comes to housework. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is reminding families, that true equality is only reflected when domestic chores are shared. Because when we SEE EQUAL, we SHARE THE LOAD! <br />    <div type="Youtube" id="DA64FF7MR58" title="When we #SeeEqual, we #ShareTheLoad" thumbUrl="https://i.ytimg.com/vi/DA64FF7MR58/mqdefault.jpg"></div><br />The film is about a woman, who visits the neighbours with her husband. Looking at the two men go about their morning tasks in complete harmony and both contributing equally, she points this out to her husband. The man casually recollects how he used to split all chores back in the day with his college roommate. This incident, along with a few more, make the woman realise that she is not being seen and treated as an equal. After mulling over it, she takes a stand for herself and shares her realisation with her husband, demanding to be seen as an equal. This conversation makes the husband realise, who vouches to drop his bias and ShareTheLoad.<br /><br />The film is fully reflective of the reality of today’s times. On one hand, the woman refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and how it is that they are changing. The neighbours in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. While there are many men who have started to do more, a lot of them even take up their full share of responsibilities within the home and ShareTheLoad equally. This is possible only when they See Equal.<br /><br />An exciting panel came together to launch the 5th edition of #ShareTheLoad, comprising of Genelia and Ritesh Deshmukh – Actors, Producers, Entrepreneurs, Environmentalists, Dr. Nandita from Akshara Centre - an NGO whose vision to establish a gender just and violence free society, and works tirelessly towards it, Sharat Verma - Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India, Josy Paul - Chairman &amp; Chief Creative Officer, <keyword id="198975" type="General" weightage="20" keywordseo="bbdo-india" source="Orion">BBDO India</keyword>. The panel was moderated by Shibani Dandekar. In a never-seen-before act, celebrity guest Genelia D’Souza went invisible at the launch of Ariel’s #ShareTheLoad movement to drive a strong message- “If women are not being seen as equals by their partners, they are almost invisible in the relationship”. Genelia and Riteish, who embody an equal relationship, came forward to talk about the importance of equality within the household at the event<br /><br /> The vivacious Genelia said, “Not sharing the load, not seeing me as equal, would be a deal breaker. We Share the Load no matter what - be it with kitchen chores, parenting or laundry. There is nothing like his job or my job. It’s a world we have built, and we are in it together forever. I believe if you really love your spouse and see her as an equal, there is no reason why you won’t divide the chores or any tasks equally. I am so glad to see a brand like Ariel continuing to push for domestic equality and unearth such compelling insights that are sure to create conversations and action”<br /><br />Supporting the #ShareTheLoad movement, actor Riteish Deshmukh said, “Ariel’s #SeeEqual film is an eye opener for most men including me. While I have always tried to be Genelia’s best friend and her constant support, we men do at times tend to overlook piled-up laundry or a sink full of dirty utensils. This film is a reminder to be more conscious and aware, and deliberately try to overcome our conditioned mindsets. Share The Load should be a norm not an exception. Since change begins at home, I urge all everyone to treat their partners with equality and respect and most importantly See them as EQUAL. Because only when we See Equal, we ShareTheLoad equally.”<br /><br />“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight - when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad” said Sharat Verma, Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India.<br /><br />“We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.” said Josy Paul, Chairman &amp; Chief Creative Officer, BBDO India.<br />

Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

<ul><li><keyword id="6361491" type="COMPANY" weightage="20" keywordseo="Procter-Gamble">Procter &amp; Gamble</keyword> also announced new declarations aimed to accelerate gender equality across India, at its #WeSeeEqual summit, held virtually.</li><li>Built on the theme ‘#Unsaid and #Undone’, the summit brought together leading voices on Gender Equality to challenge the current discourse and commit to the actions needed for progress.</li></ul>Procter &amp; Gamble today announced its commitment to achieve equal <keyword id="10779840" type="UNKNOWN" weightage="20" keywordseo="representation-of-female-directors">representation of female directors</keyword> behind the camera for its advertisements across brands in India over the next three years. P&amp;G will lead this through a comprehensive set of actions to do its part to build, fuel and connect a pipeline of diverse female talent in advertising, media and content opportunities as a systemic solution.<br /><br />Sharat Verma, Chief Marketing Officer and Vice President – Fabric Care, <keyword id="113078" type="COMPANY" weightage="20" keywordseo="PG-India">P&amp;G India</keyword> said, “At P&amp;G, we want to leverage our voice in advertising and media to be a force for good and a force for growth. We are proud of the progress we have made in sparking conversations on gender equality through campaigns like Ariel #ShareTheLoad, Whisper #KeepGirlsInSchool, Gillette #ShavingStereotypes, among others. As we continue to drive accurate portrayal of women in front of the camera, we understand the importance of driving <keyword id="10779838" type="UNKNOWN" weightage="20" keywordseo="equal-representation">equal representation</keyword> behind the camera. With that in mind, over the next three years we are committing to achieve equal representation of women directors for advertisements we make across our brands in India. We believe that having more women behind the camera will help the industry achieve a more accurate and unbiased portrayal of women in advertising.”<br /><br />P&amp;G will also continue to build on its aspiration to achieve responsible advertising by breaking stereotypes and busting myths via its advertising including characteristics, roles and context.<br /><br />Procter &amp; Gamble also announced new declarations aimed to accelerate gender equality across India, at its #WeSeeEqual summit, held virtually. Built on the theme ‘#Unsaid and #Undone’, the summit brought together leading voices on Gender Equality to challenge the current discourse and commit to the actions needed for progress. Hosted virtually for the first time, the event saw distinguished advocates and personalities like Sania Mirza, Faye D’souza, Ritesh Deshmukh, Genelia Deshmukh and many more, come together to address the challenges of gender and women’s equality. <br /><br />Madhusudan Gopalan, CEO, P&amp;G Indian Subcontinent said, “At P&amp;G, we are committed to be a force for good and a force for growth. In line with that, we want to drive equal opportunities for women and girls in education, at home, and in the workplace. In India, we have made strong progress through our initiatives like Whisper Menstrual Health and Hygiene Program, P&amp;G Shiksha, working with women-owned businesses and campaigns like Ariel #ShareTheLoad and Gillette #ShavingStereotypes. Our new declarations will further accelerate our progress through a series of new actions, commitments and partnerships. Promoting equality is critical, now more than ever as we recover from the current health crisis in India.” <br /><br /><br />P&amp;G announced the following new declarations to take action and inspire change on Gender Equality in India: <br /><br /><ul><li>P&amp;G will continue on its commitment to raise awareness about menstrual hygiene, through its brand Whisper®. P&amp;G has educated more than 4 crore girls in India on menstrual hygiene till date and will educate more than 2.5 crore adolescent girls, on puberty and hygiene over the next three years</li><li>In line with P&amp;G India’s announcement to invest in women-owned businesses in 2018, the company has already spent more than ₹200 Cr ($30 million) with women-owned businesses in India. Furthering this commitment, P&amp;G will spend ₹300 Cr by deliberately working with women-owned businesses in India over the next three years</li><li>P&amp;G India will drive equality behind the camera by creating equal opportunities, capability and resource sharing. Over the next three years, P&amp;G commits to have equal representation of female directors for its advertisements across brands in India. </li><li>In order to provide equal opportunity for women in STEM roles, P&amp;G will:</li><li>Build digital and technological capability of 10,000+ women across P&amp;G’s external network (including customers, retailers, agency partners, among others) over the next year. This will help unlock their potential and enable them to meet their career aspirations </li><li>Leverage Government’s NEEM Mission across all plant locations in India to upskill and create opportunities exclusively for girls in the neighbouring communities around its plant. P&amp;G has already kickstarted this with its first of its kind initiative called ‘Venus Betiyaan’ at its Bhiwadi Plant, where they are bringing in girls for apprenticeship opportunities and experience on working on the shopfloor</li><li>Annually engage with 150+ colleges that offer STEM curriculum via a dedicated program focused on breaking gender barriers in STEM and Supply Chain. The company will also work with NITIE towards tackling on-ground, perception-based and opportunity-linked barriers with an aim to double the gender ratio on NITIE campus over the next 5 years</li><li>P&amp;G is introducing ‘Share the Care’, a new inclusive parental leave policy in India. This will entitle all new parents including biological parents, domestic partners, adoptive parents, parents in same-sex couples to 8 weeks fully paid parental leave. This builds on the company’s existing maternity leave policy of 26 weeks for birthing mothers and adoption leave of 26 weeks for primary caregivers.</li></ul><br /><br />

P&G commits to achieve equal representation of female directors behind the camera for its ads in India over the next three years

<p></p><p>Facebook's chief operating officer, Sheryl Sandberg, has <a href="https://www.facebook.com/sheryl/videos/vb.717545176/10156510941810177/?type=2&amp;theater">heaped high praise</a> on a new ad from laundry detergent Ariel.</p><p>Part of Ariel's #ShareTheLoad campaign, the video shows a father writing a long letter to his daughter. In it, he apologizes for setting a bad example through his failure to take an equal share of the burden of household chores.</p><p>While narrating the letter, the father sits as his daughter does various household chores. It ends with a vow from the father that he will do more to help his own wife. He starts by doing the laundry.</p><p>"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," Sandberg said on a Facebook post which has now gained more than 86,000 likes.</p><p>She added: "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."</p><p>Sandberg has long&#xa0;campaigned for gender equality and is the author of 2013 book&#xa0;"Lean In," which aims to empower women in the workplace.</p><p>The Facebook exec ended her post by saying: "Dads, #ShareTheLoad and <a href="https://www.facebook.com/hashtag/leanintogether?source=feed_text&amp;story_id=10156510941810177" data-ft="{&quot;tn&quot;:&quot;*N&quot;,&quot;type&quot;:104}">?#?LeanInTogether?</a> for equality."</p><p>The ad was created by agency&#xa0;BBDO Worldwide.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/best-ads-superbowl-commercial-doritos-honda-no-more-mountain-dew-50-2016-2">Here are the 4 best ads of Super Bowl 50</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="B5Mm5yMDE6pxGPC2rjfvZAi6HFjvw8mC" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Sheryl Sandberg says this is one of the most powerful ads she has ever seen

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Sean Rayford/Getty Images</span></p><p class="caption">Bernie Sanders is now taking advantage of a "sponsored story" ad.</p></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.businessinsider.com/what-is-facebook-audience-network-and-why-does-it-matter-2016-2">Here's how an "oddball" team created one of Facebook's biggest potential threats to Google.</a> </strong>Business Insider talked to several members of the early Facebook Audience Network team, as well as advertising exec Brian Boland, to find out  how the network got to where it is now, and its ambitions for the future.</p><p><strong>2. </strong><a href="http://www.businessinsider.com/amazon-has-released-its-first-original-show-that-everyone-can-watch-if-you-are-willing-to-watch-some-ads-2016-2"><strong>Amazon released its first original show that's free for anyone to watch - with ads.</strong> </a>The show is called "The Fashion Fund," and follows fashion designers as they compete for a $400,000 prize.</p><p><strong>3. <a href="http://www.businessinsider.com/snapchat-used-the-oscars-to-debut-its-new-web-player-finally-a-way-to-share-snaps-2016-2">Snapchat used the Oscars to launch its web player.</a> </strong>Now there is an easy way to share (some) Snapchat content on desktop.</p><p><strong>4. <a href="http://uk.businessinsider.com/sheryl-sandbergs-most-powerful-video-ariel-2016-2?r=US&amp;IR=T">Sheryl Sandberg said this is one of the most powerful ads she has ever seen.</a> </strong>The video is part of Ariel India's #ShareTheLoad campaign.</p><p><strong>5. <a href="http://www.businessinsider.com/caitlyn-jenner-and-mac-collaboration-2016-2">Caitlyn Jenner has started a brand-new partnership with MAC cosmetics.</a></strong> She'll make a lipstick for the company called Finally Free.</p><p><strong>6. <a href="http://digiday.com/platforms/snapchats-new-ad-strategy-means-discover-publishers/">The publishers that helped pioneer Snapchat Discover could lose some autonomy over the ads.</a> </strong>Snapchat wants to aggregate audiences, serving ads based on targeting data like age, gender, location and device type, reports Digiday.</p><p><strong>7. <a href="http://www.wsj.com/articles/vice-media-to-launch-its-own-cable-tv-channel-1456696293">Vice Media will launch its own cable TV channel today.</a></strong> The network, Viceland, has drawn a roster of major advertisers with its promise of a young audience, reports the Wall Street Journal.</p><p><strong>8. <a href="http://adage.com/article/campaign-trail/bernie-sanders-campaign-buys-sponsored-story-politico-ad/302874/">The Bernie Sanders campaign bought a "Sponsored Story" ad on Politico.</a> </strong>The 1,200-word post was titled titled "We must end for-profit prisons," reported AdAge.</p><p><strong>9. <a href="http://www.theguardian.com/media/2016/feb/29/new-day-trinity-mirror-profits">Trinity Mirror hopes its new newspaper New Day will be profitable this year if it attracts readers.</a> </strong>Two million copies of the paper hit the streets in the UK for free today, reports the Guardian.</p><p><strong>10. <a href="http://fortune.com/2016/02/24/who-will-buy-yahoo/">Verizon is Yahoo's most likely buyer, reports Fortune.</a> </strong>Yahoo's core internet assets could be worth anywhere from $3.5 billion to $6.5 billion, according to Fortune's sources.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/amazing-13-year-old-dancer-2016-2">Meet the 13-year-old dance prodigy at the center of a big new ad campaign</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="x4d2d0MDE6Tuon7pOFxXydSjqXRP4sO1" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Ariel's latest #ShareTheLoad edition highlights 71% of women sleep less due to household work

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Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

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P&G commits to achieve equal representation of female directors behind the camera for its ads in India over the next three years

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Sheryl Sandberg says this is one of the most powerful ads she has ever seen

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