Women doing all the washing up isn't Fair(y), says P&G's washing-up liquid brand

Washing-up liquid brand Fairy tapped into the International Women's Day conversation with a social post asking: "How fair is your home?"

P&G: Fairy picks up on sister brand Ariel's 'Share the load' campaign on women's role in the household
P&G: Fairy picks up on sister brand Ariel's 'Share the load' campaign on women's role in the household

The film, posted on Facebook, asks why women spend 117 more minutes on average than men doing the housework, despite making up nearly half the UK's workforce.

The P&G brand created a version of its washing-up liquid labelled 'Fair' rather than Fairy, handing it to several couples featured in the video to prompt more men into helping out.

Men and women are more equal than ever before, but is housework shared fairly in your home?

Posted by Fairy on Tuesday, 8 March 2016

The campaign follows on from P&G India's 'Share the load' campaign for Ariel, which asks why mothers are in charge of the laundry. One ad, showing a father apologising to his daughter for setting a bad example and never doing any housework, went viral last week, after being praised by Facebook's COO, Sheryl Sandberg. 

Brand: P&G

Agency: Grey London

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published