Proctor & Gamble (P&G) has launched a new campaign with e-commerce platform Shopee to challenge gender stereotypes around domestic labour.
P&G has found that since the start of Covid-19, 75% of caregiving work has fallen on women. A survey by PwC previously found that ads in Singapore are six times more likely to show women doing domestic work than men.
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.