#ShareTheLoad before it becomes a burden

Ariel’s ShareTheLoad movement in 2020

Our latest #ShareTheLoad for Equal Sleep is all about impact and action. The uneven division of household chores, like laundry, prevents as many as 71% of Indian women from getting enough sleep or rest.

We launched this campaign to drive realisation and urge men into action.

We believe it is all about taking the first step. Even an easy task like the laundry can add to the ever-growing to-do list! So why not help out at home by taking up a few simple tasks like doing the laundry, which is one of the easiest to start with. Women around us are often the first to wake up and the last to sleep. When men don’t ShareTheLoad, one of the basic and everyday needs of life is impacted – sleep and rest. Thus, a lack of sleep is almost an indicator of inequality within the household.

What is ASMR?

ASMR stands for Autonomous Sensory Meridian Response. It involves the strange, tingly sensation people get when they watch stimulating videos that could help them relax and can even cause them to fall asleep. These videos are very popular globally and are deemed as being very helpful when it comes to coping with the symptoms of anxiety.

Sharing the load in times of crisis

During the corona-hit times, families are all staying indoors - they are not just working from home, but also working for the home. It is heartening to see more and more men come forward and take pride in doing the household chores so they can be equal partners to their spouses, and thereby setting an example for many men around them to do so. If the load is not shared, then there is an undue burden on one member of the family. But when fathers, sons, husbands come forward to #ShareTheLoad, they also multiple the love!

Sharat Verma, CMO, P&G India and Head, Fabric Care, P&G Indian Subcontinent, added, “The recent times have been challenging and unlike anything we have seen before. But crisis is a great teacher. Today, more men are actively participating in household chores than ever before, and have probably realised through first-hand experience, the amount of effort and time it takes to balance work and household chores. We believe there is something beautiful when a son, father, or husband comes forward to #ShareTheLoad. Which is why, over the past 5 years, Ariel has continued to raise pertinent conversations to encourage more and more men to participate in household chores. This film urges all men to continue to #ShareTheLoad. It also recognises those who are leading the way in being equal partners and setting an example for all of us!!