9th April 2022: Ariel India’s open letter to content creators promotes the message of gender equality.
Ariel, a P&G detergent brand, has sent an open letter to marketers, media partners, and content creators, urging them to pay attention to how women are portrayed in communication. This is an appeal to like-minded firms and organizations that believe in equality and the power of representation to #ShareTheLoad in making the future more equal, according to the brand.
This is an offer to #ShareTheLoad with like-minded firms who believe in equality and the power of representation, according to the company.
With the award-winning initiative #ShareTheLoad, Ariel India has been fighting for gender equality in the sharing of household responsibilities for the past seven years. Their most recent edition #SeeEqual, which was released a few weeks ago, has been focusing on unconscious prejudice that prevents men from sharing home duties by posing a vital question – “If men can share the load equally with other men, why not with their wives?”.
The film has already received over 85 million views, with the message that when we see equality, we #ShareTheLoad. The campaign was also mentioned as an example for best advertisements of 2021.
Ariel recently collaborated with MICA, Ahmedabad, to hold an online conversation on ‘How to #SeeEqual in Advertising.’ The debate intended to make students aware of the need of portraying women in positions in a progressive manner when they enter the profession.
The brand collaborated with five modern female NFT artists to create digital artwork based on their interpretations of #SeeEqual’s fundamental concept. These digital artworks were developed by Vanora Vaz, Yashika Kalra, Rachna Ravi, Amoolya Bhat, and Virti Jain and can serve as positive reaffirmations to inspire change and equality.
The NFTs will not be sold; instead, they will be given away as prizes to NFT fans. The goal of these digital treasures, whether they are kept or traded, is to encourage more family dialogues about equality.
Ariel hopes to collaborate with artists in the future to produce art that encourages people to #SeeEqual. For years Ariel has been trying to make a difference in the society through their ad campaigns like #MakeItPossible, the campaign’s ad video depicts the aspirations of Dr VS Priya, Kerala’s first transgender doctor.
In 2016, the ‘Dads Share the Load’ initiative brought attention to stereotypes that are passed down from generation to generation.
In 2019, the brand’s ‘Sons ShareTheLoad’ campaign encouraged sons to #ShareTheLoad at home, posing the question: “Are we teaching our sons what we are teaching our daughters?”
‘Share The Load for Equal Sleep’ in 2020 was all about making a difference and taking action. It highlighted the negative effects of unequal chore distribution on a woman’s (wife’s) well-being.
This year, the dialogue will continue by delving further into the issues that are impeding equality and emphasizing the influence of unconscious prejudices.
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