With #ShareTheLoad and Dads#ShareTheLoad, Ariel has been successfully challenging the cultural stain of gender inequality at home with a purpose of liberating women from the obligation of doing laundry. In our continued efforts aimed at providing guidance to solve for the issue, we knew we had to focus on the conditioning behind gender inequality at home.

We learned that gender inequality was being passed down to children, with 73% of them asking their mothers to do the laundry. This turned our gaze to the biggest source of knowledge for children – books.

Even today children’s learning materials are loaded with gender stereotypes, with portrayal of women as the sole custodians of household chores. Something that children see and learn to emulate as they grow up.

We wanted #ShareTheLoad Colouring Book to create maximum impact and lead the way for children’s education curriculum. Here we tied up with India’s leading educational books publication house – Navneet. These #ShareTheLoad Colouring books were distributed to pre-schools and various learning centers to encourage children to see, learn and reassess their understanding of gender roles and responsibilities at home.