Ariel India has consistently ignited dialogues about the unfair sharing of domestic labor inside households over the last seven years, urging more and more men to #ShareTheLoad.
Ariel launched the #SeeEqual film to kick off the 5th edition of ShareTheLoad with the hopes of continuing the discourse and strengthening the cause of household equality.
See Equal, Ariel’s new film, asks males this important issue. The reasons for this gap could be several, but it was distressing to learn that 80% of women believe their partners are capable of performing household responsibilities but refuse to do so. When living with other males, the same men who opted to take on home responsibilities are not completing their fair share of housework.
Ariel is reminding families that true equality can only be achieved when household responsibilities are shared. We SHARE THE LOAD when we SEE EQUALITY!
The film is a perfect reflection of today’s reality. On the one hand, the woman refuses to tolerate inequity in her marriage, while on the other hand, it portrays what men are capable of and how they are evolving. The film’s neighbors may be buddies, brothers, or in a relationship, but regardless of their relationship, they represent today’s guys who are willing to change.
While many men have begun to do more, a growing number of them are taking on their full share of household obligations and sharing the load evenly. This is only feasible if they see each other as equals.
Ariel also debuted its limited-edition Ariel Matic Powder pack at the event, which features an illusion on the reverse panel. This illusion is a picture of society, and it is meant to be a self-evaluation of whether we consider ourselves as equals or not. Even if we merely witness a woman washing laundry, we are likely to harbor prejudices. When examined closely, the illusion also reveals a man who is helping to carry the load.
In 2015, Ariel posed an important question for the first edition of the #ShareTheLoad campaign: ‘Is laundry solely a woman’s job?’ The 2016 ‘Dads Share the Load’ movement aims to raise awareness about stereotypes that are passed down from generation to generation.
Ariel’s most recent film #ShareTheLoad See Equal is about seeing your spouse in the same light as you do yourself because when you see equal, you share equally.
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