Welcome to the world of gender equal house housework! Here you can get a comprehensive overview on Ariel’s award-winning campaign, which aims to question gender expectations in the household by raising important issues. Over the years, the #ShareTheLoad movement has had a massive effect on society’s view on traditional gender roles, but there’s still more work to be done if we want to achieve total equality within the household:
How Ariel shares the load in 2019
In Sons #ShareTheLoad, Ariel asks the most relevant question yet raised in the laundry room conversation: Are we teaching our sons what we are teaching our daughters? There’s a visible gender disparity between how we raise our daughters, and what we teach our sons, resulting in unbalanced expectations and burden on married women. It’s time to make a difference by teaching our sons that equality starts at home. We can become changemakers by teaching the next generation what it truly means to be equal simply by sharing the load.
The film was released on January 24th, 2019, and amassed 73 million views by May 2019.
#ShareTheLoad in the social sphere
Be a part of the conversation around equality in the laundry room and see what’s going on in Ariel’s social media accounts.
Making a difference
Ariel has been unearthing the reality of inequality within households since 2015 with the award-winning #ShareTheLoad movement. The initiative was launched in India to address this issue, aspiring for a progressive future and happier households where men and women Share The Load equally. First, we disputed that laundry really is only a woman’s job.
Then, in 2016, we asked Dads to #ShareTheLoad, striving to break the cycle of prejudice that was passed down from one generation to the next.
If you want to know more about the previous years’ campaigns, and see the progress that’s been made on public attitude towards household chores since 2015, read the Share The Load journey!
Celebrities Share The Load
Besides parents, celebrities also play a huge factor in influencing the future behaviour of children. That’s why Ariel is so proud to have its message endorsed by popular personalities as well as bloggers, pledging their support to #ShareTheLoad.
If you want to know more about their thoughts regarding household equality, click on the below button.
Share The Load in the news
Are you interested in the buzz surrounding Ariel’s society-shaping campaign? See what the internet thinks about the #ShareTheLoad movement!
Ariel reignites conversations on household inequality with a new campaign - Sons #ShareTheLoad - Brand Equity
Here's more on ‘Share The Load’ movement by Ariel - CNBC TV 18
Sharing the load: My mother raised me to be an equal, says actor Rajkummar Rao - Yourstory.com
This Women’s Day, Ariel fought tough stains—and gender inequality - Vogue India
Ariel and Whirlpool spread the message of gender equality with #ShareTheLoad at Metro Cash and Carry India stores - dailyhunt
On World Laundry Day, Ariel gives fresh impetus to #ShareTheLoad - Adgully
How to Share The Load
Thanks to our selected tips, anyone can become a master of laundry duty! If you want to be a part of the change, but you’re not sure how to get started, begin by reading through our guides below.
In case you’d prefer step-by-step instructions on the correct use of the washing machine, and the many ways to wash different clothes, Ariel is here to the rescue!
Now there can be no excuse for you not to #ShareTheLoad!
For 2018 - Survey conducted by Nielsen with a total of 897 respondents with Males and Females, Married, Between 25-48 years in Mumbai, Delhi, Bangalore Chennai in June 2018
For 2015: Claims generated from men and women who were in agreement with the above statements as per a 5-city (1000 person) survey conducted by AC Nielsen in Mumbai, Delhi, Chennai, Hyderabad & Bangalore, in November 2014.
The #ShareTheLoad Journey
Learn about the journey of Ariel’s gender equality movement and the amazing progress made in Indian households over the past years.
Ariel asks sons to #ShareTheLoad
With the belief that mothers have a strong empathetic point of view, Ariel now urges mothers to raise their children as a generation of equals.
#ShareTheLoad before it becomes a burden
Ariel urges men to share the load and do their share of the household chores in its newest campaign, which aims to help women get their much-needed rest.