Home Household chores P&G campaign calls for greater equality in household chores

P&G campaign calls for greater equality in household chores


Diving brief:

  • Procter & Gamble’s Dawn dish soap and Swiffer cleaning products have launched a campaign that urges consumers to share household chores more fairly. The “Come Clean to Close the Chore Gap” effort includes a 30-second sport that will air during “The Super Bowl Today,” CBS’ Sunday pregame show, by an announcement.
  • P&G has created a website, closethechoregap.com, which asks people to join its “P&G Good Everyday” rewards program and agree to receive emails from its brands. The company will donate one cleaning product to families in need for each person who signs up for the website, which provides advice on how to share household chores.
  • Dawn and Swiffer enlisted dozens of people to highlight the division of household chores and promote equality at home, including actress Tia Mowry-Hardrict and her husband Cory Hardrict. The campaign is part of P&G’s broader effort to promote equality and inclusion and its 2,021 Acts of Good program in 2021, according to the announcement.

Overview of the dive:

P&G’s campaign to promote fair job sharing aims to raise awareness of an issue that affects people’s emotional well-being and personal relationships. By highlighting the issue of the unequal division of household chores, P&G is also seeking to position brands like Dawn and Swiffer as helpful allies in cleaning chores, especially for families who are cooped up together at home during the pandemic. .

P&G is also urging people to register on its website for its rewards program, a key step in collecting first-party consumer data to help improve the targeting of its marketing efforts. First-party data is becoming increasingly valuable as tech companies like Google and Apple plan to give consumers more tools to protect their privacy online.

The “Come Clean to Close the Chore Gap” campaign is based on P&G research that shows that most of the work is done by one person in 65% of US homes. With people spending more time at home during the pandemic, the workload has increased, especially for women. Almost two-thirds (63%) of women said they were primarily responsible for household chores, spending on average more than 100 hours a year than men on tasks like cleaning.

Job equality has improved during the pandemic, when families spend more time together, according to P&G research. Findings include that 34% of Americans who live with their spouse want to help more after becoming aware of the tasks their partner performs. Children are also part of the picture, with 47% of parents saying they involve their children more in household chores while everyone is at home.

Sharing household chores also strengthens people’s relationship with family members and has a positive effect on families with children, according to P&G research. With that in mind, the campaign fits in with P&G’s other goal-oriented efforts, especially those that promote equality and inclusion. In December, the company launched its plan to 2,021 acts of good in 2021 with a wave of contributions of products, personal protective equipment (PPE) and financial support as part of COVID-19 relief efforts.

The campaign spot that will run during the Super Bowl pre-game show is the only plan P&G has announced for the big game. Skincare brand Olay won’t be returning to the Super Bowl, instead focusing its efforts around the International Day of Women and Girls in STEM on February 11. Other big advertisers pulled out of the Super Bowl, leaving the field open to digital-focused newcomers who took advantage of the pandemic.

“We know that many families watch the Super Bowl together, and we hope this post sparks a dialogue between them. Our research shows that when we talk openly about the Chore Gap, we’re more likely to work together to close it,” Martin Hettich , senior vice president of P&G Home Care North America, said in the statement.