See the Signs of 'Silent Separation'

Ariel’s #ShareTheLoad began in 2015, reimagining Ariel’s role as a household supplies brand by asking—"Is laundry only a woman’s job? 2023 we shifted our focus to how consequences of not sharing the load could lookover time. OUR INSIGHT: Women start withdrawing silently from relationship over time because of unequal sharing of household chores. CREATIVE STRATEGY: Make men realise that unequal sharing of load is negatively impacting their relationship over time. IDEA: Make people #SeeTheSigns of Silent Separation. See the signs of household gender inequality and how it hurts relationships.