‘Dads #ShareTheLoad’ – a social movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality at home by sharing the load.

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world.

Here we saw an opportunity to take an object closer to laundry and personalized it for men- The laundry clip. We knew people in India love souvenirs, especially when it is personalised.

So Ariel got an artist to sketch live caricatures of men onto the clips, turning the clips into cool souvenirs and driving home the message of equality. Men loved it and this made an unexplored medium a personal reminder for men to share the load at home.

Dads #ShareTheLoad created a movement that resulted in:

• 50 million views

• 2 Billion Impressions

• Over 2.1 million pledges

• Earned media: $11 million and counting

• Sales up by 76%

• Engagement went up 4.6 times (the highest ever)