Ariel attempts to portray progressive thinking from its campaigns. These stories are crisp and stir away from the preachy aspect, making it more engaging and thought-provoking, hinting people to bring about a minimal transformation in their lifestyle that will lead to a huge change.
The movement was started to address the unequal expectations placed on men and women starting from a young age by asking pertinent questions that make the audience think, introspect and act.
The aim was to make people aware that ‘a happier household where men and women Share The Load equally’. The Campaign insights go with the aspect of the impact of man not sharing the load, which is far deeper and stronger.
In 2015, it raised the question ‘Is laundry only a woman’s job’, drawing attention to the uneven distribution of domestic chores. With ‘Dads Share The Load’ in 2016, the conversation aimed to help address the root cause – the cycle of prejudice passed down from one generation to the next. In 2019, it started to drive action, urging parents to raise their sons like they have been raising their daughters so that the future generation is more equal.
#ShareTheLoad implicitly became the brand identity, and it also managed to put out some goodwill through its initiative, taking a small step of change with mere laundry.
The campaign received 20M+ views on Facebook & Instagram, along with creatives floating around social media, stating facts and engaging their audiences. The campaign helped in increasing Ariel’s sales by 76%, according to case study videos shared.