Gender inequality is a hot topic in Argentina, every aspect of life is taken in public scrutiny to assess the gender gap. Household chores have become very visible regarding this matter. In addition, Argentina is the number 1 country that devotes more hours to domestic tasks, and even the gap between men and women distribution in home chores is shorter than in other countries, there is still a long way to go.

Brief

We needed to increase brand value, and as part of a category that has helped to portray advertising clichés, we needed to highlight the commitment of the brand to adjust that path and start a new real and relevant conversation for Argentinians.

Objectives

Make visible the brand commitment with one of the most important conversations the society is facing.

Make the brand visible and relevant for Argentinians again.

Use our leadership position to challenge established cleaning roles.

Many men think that when they clean at home, they are "helping" women using phrases like “I cleaned it for you”. And that, as it is said in Argentina, makes them "deserve a monument" for their contribution. So, literally, we build it. We chose the 3 most important domestic tasks in the country and decided to build these monuments with a twist: women were built to completion while men were missing a part, a symbol of the road ahead to achieve gender equality in the household chores. A QR code linked to a website that highlighted the data and explained the positive consequences of sharing the responsibility of these chores.

The warranty in the usage of multiple touchpoints ensure that virtually everyone would talk about this. Along with the art installation, we invited people to stand #ForCleaningEquality by social media, banners and in-app ads.

Women in Argentina are constantly finding ways to make inequality visible, but testimonies alone are not strong enough to change peoples’ views on such delicate subjects.

To make sure that the research findings were real for the whole Argentinian population, the sample was chosen to reflect the exact percentage of demographics found in reality. Almost 3,400 people were surveyed about their household participation in cleaning chores, their views on cleaning and some quality of life indicators like health, education, and happiness.

The survey found that, for Argentinians, cleaning is vital. Afterwards, the data was scavenged to find why, if everyone cares about cleaning in the same way, not everyone shares the responsibility equally. Results were correlated with the quality of life indicators to find the positive impact of men engaging in cleaning chores equally.

As the sample reflected the real Argentinian population, findings were divided by SEL, gender, household type (single person vs couples living together with or without children) and results held true.

The first stage seeded information regarding gender inequality on cleaning chores. The second stage showed videos highlighting a common situation: men waiting for recognition while “helping” with cleaning chores. The wording showed how people imply that cleaning is a woman’s responsibility.

As time went on, the conversation turned a more positive outcome, especially after the unveiling of Almost a Monument: a homage to what men and women actually do.

Then, our social media started sharing the positive impact of men cleaning equally at home, showcasing the benefits found in research: couples are happier, families are healthier, kids have better learning opportunities and daughters have better jobs on the long run.

From March to April 25th the installation was located at the Federal Republic of Brazil Square in Argentina.

During 5 days impacted around 200,000 people directly, but reaching more than 110 million contacts with a strong PR and media plan.

EARNED MEDIA

The campaign had a strong earn media impact with 110 millions of impressions during one month. Generating the highest rates of organic shares in the brand’s history.

PAID MEDIA

The campaign got 46 millions of reach, and 42 million views, It generated massive conversation: over 8 millions of interactions and one big question: Why do men deserve a monument? This question was not shared by all, people started asking: is this a joke? / I'm a woman and I clean every day, why don’t I deserve a monument?

But finally, the art installation revealed the true objective of the campaign and the conversation turned into a 82% positive sentiment, also having the highest rates of interaction in the brand’s history.

OWNED MEDIA

Almost 21% of the people reached by the art installation arrived to the website where there was more information and data on this subject.