Revolutionary solution – from now on, men can also do the laundry!

Recently, a friend of mine went to a nutritionist and confirmed on the spot that he does not know which home appliances he owns. Pots, blenders, and juicers sounded like objects whose existence he had certainly heard of, but he could not claim they exist in his house. He had to ask his mom. Mom was also in charge of further preparation of the prescribed meals. As a person whose kitchen skills are extremely limited, I still managed to be horrified because this was not a question of knowledge/ignorance but of imposed gender roles.

It's not funny when a washing machine is announced as a device that everyone can use, but in some societies, such as ours or in Brazil, where the campaign saw the light of day, and unfortunately many others, numerous men not only do not know what is in their kitchen, but they can't even turn on the washing machine.

FCB Brasil starts from a similar insight in its campaign for the Brastemp brand, whose appliances are part of many Brazilian homes, and announces the washing machine as a device that everyone can use. The 2020 IBGE survey showed that women spend on average twice as much time as men doing housework, and no one pays for these extra hours.

The consulting company Think Eva, with which the FCB cooperated, stated that women spend an average of four years of their lives washing clothes. It is a time that men spend on personal development, business advancement, or simply resting.

The campaign ″launched“ a fictitious washing machine to raise awareness of the problem of uneven division of household chores in society. The idea that the brand stands for is that chores should be shared and that they are made for everyone. The people who appear in the advertisement are consciously chosen to illustrate the diversity, so representatives of different social groups appear. An elderly couple and a trans woman and a family of Angolan origin are all present.

This happened now, in order to talk about this important topic on the occasion of Mother's Day, which is celebrated in Brazil in May. As a market leader, Brastemp decided to initiate the story and break the stereotype about a woman who was traditionally attributed the role of the one who takes care of the whole family and its needs. The message is clear: housework is not only the responsibility of women, but of everyone who lives in the house, and it will be easier for us if we learn that lesson as soon as possible.

Source: Hello You Creatives