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Dads #ShareTheLoad (Integrated Case)

Award: Yellow Pencil

Yellow Pencil / Integrated & Collaborative / Earned Media/Large Business (over 500 employees) / 2017

Determined to create a deeper social change, Ariel launched Dads #ShareTheLoad in 2016 by raising an important question - Is laundry only a mother’s job? In this social movement, every father was made the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality. The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities at home and setting the right example by helping with laundry. Garnering over 50 million views in under 15 days, it became India’s most viewed viral ad.

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