Though Japan is the world’s third largest economy, it ranks lowest among G7 nations in terms of gender equality, and 114th worldwide (of 144 countries surveyed). Various measures introduced on both governmental and corporate levels to address this disparity have proven largely ineffective. And though more than half of Japanese households are dual-income, a November 2017 P&G Japan survey of 500 Japanese men and women revealed that women continue to handle approximately 90% of housework. Furthermore, a tendency on the part of media and advertisers to depict women doing chores alone is reflected in online content, with an image search for the Japanese word kaji (housework) returning 78% pictures that portray women.

The Joy PR team prepared 58 attractive photos of couples enjoying housework together for distribution via the Aflo website, initially free of charge for social media and advertising use. Next, an online video, The Things We Share, was created to remind viewers that shared experiences, including housework, are an important way of bringing couples closer together.

To maximize exposure, the campaign was launched on November 22. Known in Japan as “Good Couples Day,” this date represents an annual peak for coverage of couples’ issues. To media outlets, the video and the photo initiative provided attractive subject material for topical reporting on the occasion.

Lastly, Joy created special marriage registration forms with an extra section for couples to make a pre-nuptial pledge to share their chores after tying the knot. Available for free download, couples were even able to submit these forms to government offices nationwide to officially register their union.