First thing first, the #ShareTheLoad movement was started in India to address the Gender Inequality within households.
In this world, it’s always tough to create your own destiny, and if you’re a woman living in Indian Subcontinent(s) then it becomes tougher. Talking about the Indian Subcontinent(s) specifically, washing is seen as a women work and it doesn’t matter whether you’re a working professional or a housewife. In addition to this, in a country like India, a happy home is touted as where everyone is responsible for their chores and washing remains the part of a housewife or of a daughter or of a mother. In fact, the entire weight of the family is on the women’s shoulders and it is expected that they stay at home, cook, run errands and do everything to make everyone’s life easy.
Now, the time has changed and in today’s world, the thinking of the people and society has changed a lot and because of this change, a lot of attention is given to raise sons and daugthers in the same manner. The family teaches their sons and daughters the same values it’s because these values will go on a long way in creating a future that is free of prejudices. In addition to this, the family teaches them to #ShareTheLoad it’s because the sons of today become the husbands of tomorrow and sharing the load should be a part of their value system.
To make this happen, this women day Procter and Gamble laundry brand Ariel is running #ShareTheLoad campaign and under this campaign, Ariel wants to go deeper into the reasons and talk about the upbringing of children specifically sons. According to Ariel, the change begins at home and mothers are the best changemakers for the future, help them to create an equal tomorrow. Ariel encourages men to take a share of the household chores and urges fellow men to take a pledge not to let women carry all the burdens of the household by themselves. With the campaign, Ariel believes that both men and women share the load and remove the stains of social inequality.
Just to let you know that Ariel is working on unearthing the reality of inequality within households since 2015 and aspiring for happier households where men and women share the load equally. The first edition of Ariel #ShareTheLoad campaign asked a very relevant question – “Is laundry only a woman’s job?” and it drives attention to the uneven distribution of domestic chores. With the new edition of #ShareTheLoad campaign, the Ariel raises yet another relevant question – Are we teaching our sons what we are teaching our daughters? In this film, the mother realizes of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home and with Ariel, anyone can get the best results no matter who does the laundry. The film released on January 24th, 2019 has already garnered 25 Million views in 1 month.