P&G takes on gender stereotypes around domestic work in South East Asia

The ‘#ChallengeTheChores‘ aims to foster a sense of joint responsibility within households and encouraging family members to team up and tackle household chores together.

What will the campaign include?

• The campaign, produced in conjunction with Shopee, will be progressively launched across five South East Asian markets including Singapore, Malaysia, Indonesia, Philippines and Vietnam, featuring a series of challenges that aim to inspire families to take on household chores together, such as doing the laundry and childcare.

• In addition, there will also be livestreams featuring key opinion leaders discusing their personal challenges when tackling household chores, in-app activities to snatch up special deals and win prizes, and the Shopee Catch game to collect as many P&G products giveaway or vouchers as possible.

• “P&G is deeply committed to equality and inclusion. Through this campaign we want to raise awareness of the imbalanced distribution of chores,” said Alexandra Vogler, e-commerce senior director for Asia Pacific, Middle East & Africa at P&G.

• “Through an entertaining short film and an interactive, gamified experience, we hope to inspire people to #ChallengeTheChores and drive greater equality within households,” she said.

Why does this matter?

• Shopee research found women are the most active shoppers on the platform in product categories such as household and other fast-moving consumer goods.

• A recent survey found that Singaporeans tend to disagree that men are better leaders in politics or business and are showing a greater acceptance for female leaders.

• Beyond representation, there are ongoing concerns that traditional gendered divisions of labor make it harder for women to achieve progress.