#ShareTheLoad Colouring Book – a first of its kind gender equal colouring book, that carried images of men sharing the load of laundry, thereby painting a gender equal picture for young children so that they see and learn to share the load as they grow up.

We wanted #ShareTheLoad Colouring Book to create maximum impact and lead the way for children’s education curriculum. Here we tied up with India’s leading educational books publication house – Navneet. These #ShareTheLoad Colouring books were distributed to pre-schools and various learning centers to encourage children to see, learn and reassess their understanding of gender roles and responsibilities at home.

The idea of #ShareTheLoad colouring books, inspired a big publishing house like Navneet with reach of over 45,000 schools across the country to partner with Ariel and help provide guidance to solve for gender inequality at home.

Educators at learning centers were appreciative of the way coloring books as a medium were used. By not restricting it to merely building creative and imaginative skills but using coloring to seed a seemingly complex thought, gave them a new way to build a future that is equal and unbiased.

The message was further amplified by India’s largest parenting platform, Momspresso, with a reach if 10 million users.