Ariel uncovered that 70% of children believe household chores are women’s work. Our team wanted to inspire a new expectation and ask men to #ShareTheLoad. It shows a father watch his daughter juggle her many responsibilities, including managing her son’s laundry, and realize that he can be part of the solution. This campaign prompted more than 2 million men in India to sign a petition to “share the load” and help out at home.
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