Procter & Gamble: #cargamental by Proximity Madrid

The #descargamental ('#MentalDownload') project is a new inititive from P&G and Proximity Madrid that aims to demonstrate the problem of gender inequality in the home. According to P&G, 71% of women in Spain suffer the 'mental load' of managing their housedhold.

The project involved carrying out a study, interviewing over 2,400 people, men and women, between the ages of 25 and 49, living as a couple, with or without children, across Spain, and covering the issue of daily responsibilities in the home.

As well as the study, P&G carried out an experiment to demonstrate the problem. They asked five couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other's lists aloud. The results were striking. The men's notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them.

In addition to the film, P&G has launched a website, Próxima a ti, a platform for helping families in the 21st Century, P&G provides a guide for identifying the division of responsibilities in the home as well as advice from experts to make their daily tasks more manageable.