‘Dads #ShareTheLoad’ – a social movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality at home by sharing the load.

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world.

Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load.

A new instruction was introduced- Odd days for him to do the laundry and even days for her. This simple addition of instruction helped set in action equality at home and push men in the direction of laundry.

Dads #ShareTheLoad created a movement that resulted in:

• 50 million views and counting

• 2 Billion Impressions

• So far over 2.1 million men pledged to ShareThe Load

• Earned media: $11 million and counting

• Sales up by 76%

• Engagement went up 4.6 times (the highest ever)