Ariel’s latest film encourages men to pledge to #ShareTheLoad equally
Ariel India – the detergent brand from the house of Procter and Gamble, has been unearthing the reality of inequality within households since 2015 with their movement #ShareTheLoad. Recently, Ariel launched the fifth edition of #ShareTheLoad that raises 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 at home. Because when we see equal, we #ShareTheLoad.
This film is truly reflective of the reality of today, and befittingly, also with the International Women’s Day theme- Break The Bias. Ariel’s #SeeEqual film carries a different mood and tone. There is a sense of impatience and restlessness because while we are moving in the right direction, change is not coming in fast enough. A recent World Economic Forum report claims that at the current pace of change, gender equality is still 135 years away! That is far too long to wait for equality, especially given that 73% of married men agreed that they did their share of household chores when they lived with other men. So, if men can share a load of chores with other men, why not with their wives? The unconscious bias of stereotypical gender roles often holds them back.
For the first time ever, in this film we see the woman speak up against her unequal marriage, therefore taking a stand to break the bias in her marriage. When she realizes that she is not seen as an equal, she demands equality from her husband. She speaks for herself, and for all the women in India who silently face the inequality in the eyes of their husbands. The film is also representative of men who are open to change and is already sharing the load. The film #SeeEqual is in tune with what the women world over wants not just on Women’s day but every day- breaking free from any gender bias and being Seen as Equal.
Ariel has continued to challenge stereotypes in the division of household chores over the last 7 years with their #ShareTheLoad movement. This Women’s Day, Ariel encourages men to pledge to #ShareTheLoad at home Equally. That is possible only when you #SeeEqual.
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