{"id":2826,"date":"2021-03-18T19:31:32","date_gmt":"2021-03-18T19:31:32","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=2826"},"modified":"2024-09-10T12:43:40","modified_gmt":"2024-09-10T12:43:40","slug":"sharetheload-campaign","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/sharetheload-campaign\/","title":{"rendered":"#ShareTheLoad Campaign"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/sharetheload-campaign\/#To_stand_or_not_to_stand_This_is_the_question\" >To stand or not to stand? This is the question!<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/sharetheload-campaign\/#ShareTheLoad_Campaign\" >ShareTheLoad Campaign<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"To_stand_or_not_to_stand_This_is_the_question\"><\/span><strong class=\"hi cu\">To stand or not to stand? This is the question!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<article>\n<section class=\"dh fk fl dc fm\">\n<div class=\"n p\">\n<div class=\"aj ak al am an fn ap w\">\n<p id=\"435e\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">When it comes to standing for social causes, corporations have been under the radar of activists for mistaking representation with tokenism. While all brands have hopped on the bandwagon to champion social issues, only some stand out as genuine contributors.<\/p>\n<p id=\"486e\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">While researching on purpose-driven campaigns, I c<span id=\"rmm\">a<\/span>me across the evolution of #ShareTheLoad campaign by Ariel over the years. Procter and Gamble is a 180 years old corporation that has around 65 brands under its wings. When it comes to gender equality, P&amp;G ran campaigns in Africa against gender roles, it congratulated women who challenged traditional roles in its campaign \u2018Generation of Firsts\u2019 in Saudi Arabia and challenged the usage of the word \u2018girl\u2019 as an insult in its campaign #Likeagirl. One of the campaigns that had a profound impact on the audience was the one by Ariel called #Sharetheload.<\/p>\n<h3 id=\"bd48\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\"><span class=\"ez-toc-section\" id=\"ShareTheLoad_Campaign\"><\/span><strong class=\"hi cu\">ShareTheLoad Campaign<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p id=\"1b78\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">With one single campaign, the detergent company that champions washing stains on clothes, attempted at washing the big blot on society, which is the \u201cGender roles\u201d set by patriarchy. The campaign questioned the unequal distribution in households wherein the entire onus falls on the woman. Mostly all detergent companies target the female audience and primarily display women performing chores. A study conducted by Ariel revealed that in India, 70% of children believe that doing laundry is a woman\u2019s job. Ariel attempted to break this stereotype by urging the male family members to finally step in and #Sharetheload. That&#8217;s\u00a0the essence of the ShareTheLoad Campaign<\/p>\n<div style=\"width: 810px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" title=\"ShareTheLoad Campaign\" data-src=\"https:\/\/www.socialsamosa.com\/wp-content\/uploads\/2017\/03\/share-the-load.jpg\" alt=\"ShareTheLoad Campaign\" width=\"800\" height=\"450\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/450;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" title=\"ShareTheLoad Campaign\" src=\"https:\/\/www.socialsamosa.com\/wp-content\/uploads\/2017\/03\/share-the-load.jpg\" alt=\"ShareTheLoad Campaign\" width=\"800\" height=\"450\" \/><\/noscript><p class=\"wp-caption-text\">ShareTheLoad Campaign<\/p><\/div>\n<p id=\"a4c1\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\"><strong class=\"hi cu\">What did they do?<\/strong><\/p>\n<p id=\"855f\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">It launched this campaign with BBDO (Batten, Barton,Durstine, Osborn Advertising Agency) in 2015 and in the next year broadened the conversation by directly urging Dads to #Sharetheload. In 2019, it asked parents to raise their sons in the same way as they raise their daughter, and this year, in the fourth leg of its campaign, it highlighted the lack of rest which women get due to the burden of doing household chores and advocated for equal sleep.<\/p>\n<p id=\"18a7\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">These marketing sequels show that the brand is personally invested in the cause and is interested in offering solutions to the questions raised. Recent studies showed that the percentage of men who believe that doing laundry is a woman\u2019s job has decreased to 41%. Such is the impact of a thought-provoking camp<\/p>\n<p id=\"03a1\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\"><strong class=\"hi cu\">How did they do?<\/strong><\/p>\n<p id=\"86e7\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">Ariel collaborated with the popular calendar company, \u2018Kalnirnaya\u2019, to make a \u201cHis and Her \u2014 Odd-Even Calendar\u201d to split the laundry days between mom and dad. The calendar was also printed on the lid of Ariel boxes. It also teamed up with Tinkle comics and showed characters sharing the load to educate kids. This garnered a lot of earned media coverage globally and the made them win prestigious awards like the Gold Glass Lion at Cannes 2016.<\/p>\n<p id=\"25d6\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\"><strong class=\"hi cu\">Shortcomings<\/strong><\/p>\n<p id=\"5d6e\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">With regard to messaging, the ShareTheLoad campaign caters to the feminist sentiment without acknowledging that feminism is intersectional in nature and includes people from all economic classes. If I had the chance to reform the ShareTheLoad campaign, I would include women from the lower economic strata as well to denote inclusivity, which is also one of the core values of P&amp;G. Secondly, the messaging of men \u2018helping\u2019 women is obsolete as the man\u2019s role becomes secondary in the process. The message that all household chores should be divided should be promoted. Thirdly, with regard to the medium, along with Instagram and YouTube, I would\u2019ve done WhatsApp Campaigning to target the generation who are not that active on platforms like Instagram. On the other hand, due to the decreasing attention spans, millennials prefer short video formats, like the ones that can be uploaded on TikTok and Reels, so in this way, the content marketing could have been reconceptualised.<\/p>\n<p class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\"><em>Check out more <a href=\"https:\/\/scoreindia.org\/blog\/best-public-relations-campaigns-in-india\/\">Public Relations Campaigns\u00a0<\/a><\/em><\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/article>\n<div class=\"eq fj er if w wq ik in\" data-test-id=\"post-sidebar\">\n<p>This blog post originally appeared on Sanika Newaskar&#8217;s blog: <a href=\"http:\/\/sanikanewaskar.medium.com\">sanikanewaskar.medium.com<\/a><\/p>\n<p><strong>Sanika Newaskar<\/strong><\/p>\n<\/div>\n<div class=\"eq fj if er ig ih ii ij ik il\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-2793 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg\" alt=\"\" width=\"225\" height=\"300\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-768x1024.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-110x146.jpg 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-38x50.jpg 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-56x75.jpg 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-506x675.jpg 506w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar.jpg 960w\" data-sizes=\"(max-width: 225px) 100vw, 225px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 225px; --smush-placeholder-aspect-ratio: 225\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-2793\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-768x1024.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-110x146.jpg 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-38x50.jpg 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-56x75.jpg 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-506x675.jpg 506w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar.jpg 960w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/noscript>Sanika is a student of SCoRe. She&#8217;s graduated in Communication, English and Psychology from Christ University where she was Head Girl. She led a Model UN delegation to the US and was rewarded in many National level MUNs. She is also a freelancing Digital Marketer. Reading, debating, singing, and writing absorb her. She is a vehement feminist and runs a campaign on Instagram called the_pink_revolution. She can be reached at @SanikaNew on Twitter, and as Sanika Newaskar on LinkedIn.<\/p>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":3524,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ShareTheLoad Campaign- What Ariel Did | PR school case study<\/title>\n<meta name=\"description\" content=\"ShareTheLoad Campaign attempted at washing the big blot on society: \u201cGender roles\u201d set by patriarchy. 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