The Drum Awards for Marketing - Entry Deadline

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Client: P&G
Date: Feb 2021
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Procter & Gamble Home Care brands Dawn and Swiffer are coming together to launch 'Come Clean to Close the Chore Gap,' a campaign inviting everyone to do their part to create more equality in the division of household work.

While more time spent at home has created a positive shift for some, new research conducted by P&G reveals that in 65% of households, the responsibility for most chores still falls on one person.

Dawn and Swiffer will air a television spot inviting families to Close the Chore Gap on CBS’ Super Bowl Pregame show, The Super Bowl Today, in an effort to promote positive conversations in households across America. As many families watch the Super Bowl together and it’s our hope that this message will spark a dialogue between them. The campaign’s research shows when we talk openly about the Chore Gap we are more likely to work together to close it.