With only 1 in 10 men admitting to sharing an equal split of the housework with their partners, domestic equality has been described as the final frontier for achieving gender equality.
The challenge for this campaign was to persuade men, without any hint of nagging them, to take on their fair share of domestic chores.
The solution was to focus on dads and their daughters, with an emotional message that told fathers that, when it comes to wanting a fairer future for their daughters, their actions are more impactful than their words. That simply telling their daughters that laundry isn’t a woman's job isn’t enough, they need to be seen doing it too.
Originally written in English, this campaign was eventually bought for exclusively for the French market. Being half-French and bi-lingual, this provided me the opportunity to translate my own work into French, as well as develop the campaign directly in French.
The 60" TVC was amplified online with followup spots, and supported with nationwide press, social and in-store work.
