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Ariel’s See the signs of ‘silent separation’ #ShareTheLoad won the prestigious award in the sustained impact category The London based international D&AD awards announced the winning works at the award ceremony on 22 May 2024. The White Pencil at D&AD represents the best of the best and is reserved for exceptional and game-changing projects that have resulted in significant impact. This year’s win continues to highlight the impact of #ShareTheLoad over time. 

Ariel #ShareTheLoad is a long-running movement against unequal distribution of household chores, that started with a pertinent question, ‘Is Laundry only a woman’s job?’ After nine years, the campaign continues to sustain by uncovering new hidden truths, urging more and more men to #ShareTheLoad.

Ariel’s #ShareTheLoad began in 2015, by asking the question “Is laundry only a woman’s job?” Every edition explored different perspectives to bring out cultural-truths of gender inequality observed in every home, nudging men to share housework. Each campaign built Ariel’s business and metrics in a highly competitive laundry-market, bringing down the number of men who think laundry is only a woman’s job drastically.

In 2023, we shifted our focus to how consequences of not sharing the load could look over time giving birth to ‘SeeTheSigns of Silent Separation’. 

In 2023, 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 - See The Signs of ‘Silent Separation’ #ShareTheLoad: See the signs of household gender inequality and how it hurts relationships.

Speaking about the win, Josy Paul, chairperson and CCO, said, “We are thrilled to receive the White Pencil for our long running campaign for Ariel. The White Pencil recognizes exceptional projects that use the power of creativity to drive behavioural, environmental, societal or policy change. We owe everything, including this significant worldwide recognition, to the our enlightened team at P&G India, and to all our partners who’ve been part of this amazing journey. #ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. The impact can be seen on brand and society.”

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